Over the years, our understanding of people and brands has undergone a tremendous transformation. Despite this, many of its principles remain unchanged. Sometimes, out of habit, we begin to overlook those aspects we take for granted and that structure our roles. When this happens, our work diminishes and is more vulnerable to errors and creates favorable conditions for areas of opportunity.
It’s worth remembering that today is the day of people dedicated to teaching in Brazil. In the context of this anniversary, we want to review the lessons learned by those involved in our sector. More than just a kindergarten class, we want to pause to appreciate the topics that strengthen and make the practice of market analysts a fascinating one, allowing for an interrelationship of techniques, science, and methods.
Curiosity. The most outstanding findings can only be discovered when analysts are quite particular about the truth. Generally, the most accessible data can explain a wide range of phenomena. However, the knowledge that may elude most people lies in several circumstances. Asking questions when the majority agrees can make the difference between a standard trajectory and outstanding performance.
Silence. In a highly technological world, everything that happens in the environment must be measured. This involves recording a series of figures on the most diverse characteristics of consumers and the economy. However, one reality we analysts have faced is the lack of response. Although it may seem meaningless, nothing could be more false than that. Understanding silences and delving into their causes can be the beginning of a fruitful career.
Nonverbal language. It may seem like we’re repeating the previous point. People, both physical and moral, express themselves in codes beyond those used by the voice. The use of colors, fonts, and characters can say more than what communication guidelines insist on defining. A very useful application of this aspect is when qualitative techniques are used. Facial and hand gestures can confirm or deny what an interviewee is telling us.
Uncertainty. One of the goals of Market Research is to reduce uncertainty in the environment as much as possible. It will always be desirable to approach this goal, but we live in a world where entropy forces order to tend towards chaos. There will always be a margin of error in estimates. This is because it is not possible to quantify and model all the variables that drive a marketing phenomenon. However, it is possible to identify the factors that best describe a situation.
Perhaps the lessons listed this week are somewhat technical. Practice in our sector provides us with more insights than operational and logistical ones. The people who perform our work gain a series of satisfactions, among which is learning about different cultures and ways of thinking. Those who conduct market research are also exposed to demands that push them to expand their adaptability and the limits of their creativity. Finally, we take this opportunity to salute those who teach, both within and outside our field.
At Acertiva, we are enthusiastic about sharing these lessons with our clients and collaborators. With more than two decades of experience in the field, we have built a team of analysts and strategic allies to meet your goals. We also have representation in the main Latin American countries. Contact us today to request your free fifteen-minute consultation. This could be the beginning of your next success story.
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