The confetti and champagne are long gone. The New Year’s celebrations recently ended, and people are gradually returning to their normal routines. In Latin America, the holiday will last a few more days, but the most essential work has already resumed its daily cycle. However, several events have raised concerns in some regions: a moderate earthquake in Mexico, the events in Venezuela, and the declarations regarding Greenland’s sovereignty.
While we may want to ignore the most significant events of 2026 so far, it is essential that those of us in Market Research stay informed about the latest news and act accordingly. The most recent situation has taught us that the worst reaction is to wait for things to run their course. We are referring to the COVID-19 health crisis. For this reason, we are starting this year with four aspects that you should always keep in mind during times of upheaval.
Planning. In Marketing, there’s a maxim that reminds us nothing should be left to chance. All variables must be reviewed to establish a response plan. To a large extent, this principle underpins market research itself. Therefore, it’s crucial that if your brand hasn’t yet developed plans anticipating upcoming trends, it does so as soon as possible.
Caution. Reducing uncertainty is another goal pursued by professionals in understanding people and brands. In a more predictable and calm environment, there was much more room for trial and error. However, that possibility is now being severely limited. Consider that every move must be carefully thought out, and the way to support those choices is through the guidance and advice of market analysts.
Rationality. Resources are finite, and for this reason, the aim is to maximize their impact as much as possible. Otherwise, we’ll be digging a well of superfluous expenses that, at a crucial moment, could mean the difference between survival and failure. Just as consumers do when they perceive or experience scarcity, your brand must anticipate and justify every purchase with a real and measurable objective.
Strategy. There’s a well-known saying that in some languages, the word “crisis” also means “opportunity.” Whether true or not, this statement reflects a reality that forward-thinking brands ensure for themselves: taking advantage of every circumstance, regardless of whether it initially seems positive or negative. When indecision and need prevail, only the best prepared manage to succeed. Become one of these through market research.
We don’t know what the future holds in the short or medium term. What is certain is that the future is increasingly unstable, and there are certain keys to anticipating what might happen in the world. “There’s nothing new under the sun,” as another maxim goes. We invite you to consider the services of market experts to guide you through these turbulent times, where the adage “it’s an ill wind that blows nobody any good” will once again prove true.
At Acertiva, we’re starting 2026 with renewed energy to face whatever challenges the future holds. We have a team of analysts and strategic partners ready to address your market knowledge needs in LATAM. We offer a free fifteen-minute consultation to help you take the first step in your strategic planning for the near future. Contact us now so we can work together to create your next success story.
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