The universe of products and services available in the market is immeasurable. The internet is full of satisfiers of many different kinds and there is no lack of content referring to this subject as just another curiosity. Some of the categories are even a reason for blushes and certain social taboos. However, this does not prevent the brands and companies behind them from needing Market Research solutions.
How to carry out market research on such specialized and sensitive segments? As a general rule, it would be sufficient to follow the best practices of the trade. However, it is worthwhile to review some suggestions so that, if necessary, the projects on those categories that are not very common are a success.
- Be open-minded. Often, in market research we must be flexible and allow ourselves to be surprised. As long as it is legal, there is no market sector more or less worthy of being analyzed. We know that not all analysts have the ability to step out of their comfort zone, but those who do manage to do so gain experiences that enrich their range of competencies.
- Ensure the privacy of participants. Earlier we outlined that when we study sensitive topics for the bulk of the market it can be accompanied by greater resistance from people to participate with us. Just as brands in these segments usually ensure that no close friend or loved one will know the details of their purchase, we must also ensure this in market studies when this is the case.
- Use snowballing. Since we are talking about small and very specific market niches, it will be a challenge to contact people who can provide us with data and information for analysis. In this case, it is worth using the “snowball” recruitment technique. On more than one occasion, by researching a small segment, consumers create a community and will be able to refer to each other in an environment of trust.
- To be respectful of others. It may seem obvious, but human beings tend to face the other as a threat. This is why we may show some defensive attitudes when we feel uncomfortable. Analysts should show professionalism and be as objective and respectful as possible with unusual subjects. We are not saying that a little genuine emotion is not allowed, but attention should always be given to what we should not share.
Although in routine practice there are topics that are more common than others, we must always be open to learn about research requirements that may test the tolerance of more than one person. In the end, market research is a professional activity that depends on the curiosity and taste for solving problems on the part of the people involved in this discipline.
At Acertiva we are attentive to your market research needs. If you are looking for a regional partner, write us today. We will get back to you telling you how we can solve your Latin American market knowledge requirements.
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