The year that is ending taught us many things. In the last twelve months, countless events and advancements have taken place that promise a very promising future, but also one full of challenges that only the most innovative and proactive people and brands will be able to use to their advantage. Doubts about the implications of these advancements can only be resolved as they unfold, without diminishing past progress.
Technological advancements are accelerating, presenting a challenge for many to keep up. However, as the saying goes, “there is really nothing new under the sun.” Thanks to History and Geography, we can use past events as a basis to recognize trends that help us understand the present. For this reason, and to begin 2026, we want to continue our review of the lessons learned so far.
Artificial Intelligence. For some years now, AI has burst onto the scene, unleashing a universe of consequences in all areas of life. Market research is fully embracing this change and leveraging the positive aspects of this tool. It’s true that as the years go by, the true scope of this field will become clearer. For now, we must learn to give precise instructions and understand that there is a margin of error in the results it provides.
Big Data. This century has given us the opportunity to move from having only the data strictly necessary to achieve specific objectives to having vast amounts of data. The challenge in making the most of these enormous databases lies in precisely identifying the goals to be achieved. Having this starting point makes it easier to choose the sources that best meet our objectives.
Response Rate. Human contact, whether through face-to-face interviews or by telephone, is a primary means of gaining in-depth knowledge of brands and consumers. In this regard, it’s important to remember that knowing the ratio between the total number of calls to a registry and the number of calls required to achieve the desired outcome is one of the variables that must be clearly defined in the planning and execution of a study. Working with unrealistic rates easily turns investments into expenses.
Security. LATAM is a region of the world with significant opportunities regarding personal and financial security. There are multiple channels through which malicious actors commit crimes. Therefore, in many regions, governments and market research companies are redoubling their efforts to limit, as much as possible, the gaps in access to sensitive data. However, it should also be noted that, in order to meet objectives, legal solutions commonly used in the region can be considered.
We are embarking on a new 365-day period with renewed energy, allowing us to continue being part of the competitive and exciting world of market research. We have managed to remain in the industry for over two decades thanks to our resilience and adaptability in an increasingly challenging and changing environment. We offer you this wealth of experience so you can increase your profitability based on high-value findings.
At Acertiva, we hope 2026 will be a year full of successes and new lessons that will guide us toward becoming the best version of our brand and ourselves. We remain at your service to offer you tailored solutions. Our team of analysts and strategic partners are ready to advise you and be part of your future research projects. Contact us now so we can work together to make your next success story a reality.
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