Over the years, market analysts have gone to great lengths to gather as much data and information as possible about people and brands. Among the variables that can be collected are location findings. Whether expressed in the sexagesimal or metric system, georeferenced results represent one of the most valued assets both within and outside of Market Research. It’s no coincidence that almost all software solutions include some component for locating user activity.
It seems like a logical answer, but the role of geography professionals in integrating consumer and competitor research teams in most sectors is often overlooked. Thanks to their mastery of geographic methods, they can answer the question “where,” which is the cornerstone of our field. Given their strategic position in research, this week we’re listing four of the most prominent geographic solutions in our tasks.
Thematic Maps. The most recognizable facet of geographers is cartography. Creating territorial models expressed through maps is one of the most valued technical skills in this profession. Therefore, when it comes to understanding a particular place, having a series of maps on hand to help characterize it is invaluable. Going a step further, it is also possible to generate cartographic documents that do not yet exist to resolve specific strategic questions.
Analytical integration. Another question that geographers seek to answer is what aspects or phenomena a particular event is related to. This alone would be enough to grant a privileged position to experts in space as a social construct within our industry. Based on this idea, it is understood that geographers integrate elements of very diverse natures to obtain the most complete overview of a scenario. In this way, they offer solid and profound answers to complex problems.
Route to market. Moving on to more practical solutions, we find the process of going into the field to capture and update databases of the distribution area. One might think that few brands lack opportunities to integrate their records of points, routes, and polygons of interest. You might be surprised by the number of companies that don’t have this area in order. Those who study locations can go out into the field and apply various techniques to keep your logistics lists up to date.
Statistics. When one discovers that Geography is a social science, one might consider it a minor discipline or one with limited scope in market research. On the contrary, this profession actually has strong foundations in mathematics. Without even mentioning the knowledge of spherical trigonometry and calculus that some colleagues possess due to their work on specific topics, geography professionals have a foundation in algebra, statistics, and probability, which are frequently used to understand people and their purchasing decisions.
This month in Mexico, we remember the specialists in the field discussed in this blog post. Therefore, we want to take this opportunity to reiterate the importance of Market Geography solutions within our segment. There are more applications worth reviewing, but we believe the points described above are more than sufficient to initially recognize the true value of those who belong to this profession and collaborate with more than one team.
At Acertiva, we understand the enormous value that market analysts with geographical knowledge bring. That’s why our team of analysts includes industry experts to help you meet your market research needs. Thanks to our two decades of experience and our offices in Brazil and Mexico, we can be a strategic partner providing you with tailored solutions. Contact us today and let’s make your next success story a reality.
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