Understanding the territorial manifestations of consumer and brand decisions is a complex and fascinating task. Throughout history, attempts have been made to delve into this topic, from analog tools like printed maps and fountain pens to the modern use of GPS receivers and geographic information systems. Among all the sciences involved in Market Research, Geography stands out as one of the most prominent for its contributions and value.
It’s true that Geography is a discipline that is rarely seen, as its applications in daily life are so numerous and obvious that it often goes unnoticed. So much so that it’s not even mentioned by name. However, this science has anonymously driven many of the most relevant advances in our sector. So much so that the interaction between the two now has its own name: Geomarketing. Therefore, this week we’ve listed four applications of Geography in our daily practice.
Thematic Maps. The most immediate image many people conjure up regarding this relationship is territorial models containing data and information on a specific topic. These documents, while seemingly obvious, represent the starting point for many investigations. Whether they serve as a source for subsequent steps or summarize the results of a study, their relevance to a project is beyond question. And it is geography professionals who can best utilize them.
Sampling Design. Field personnel need a set of parameters to carry out their work. Among these are maps that indicate which locations should be covered and under what criteria a given area should be covered. If this element were eliminated from a protocol, interviewers would have serious difficulties in selecting the appropriate response units. Whether it is a probabilistic project or a census, routes and work points must be established to achieve the objective objectively and efficiently.
Sociodemographic Analysis. Sometimes geographic work requires the assignment of tasks at the desk. Regardless of whether the input comes from direct sources in the field or from existing databases, it’s possible to conduct a review that extracts the most salient elements and informs customer decision-making. These studies can be statistical or geographic. Their value lies in helping us understand the profile of consumers.
Spatial patterns. The goal of geographic science is to answer a series of fundamental questions without which the discipline lacks substance. Human actions create space and, at the same time, leave a mark on their physical locations. This allows us to describe and define a series of habits that brands need to understand in order to be where their consumers need them most, before the consumers even consciously acknowledge it.
We reiterate that although these points may seem obvious, their true complexity is revealed when they are examined, highlighting the need for professionals in these fields to address them. Whether you have an in-house team or an agency that meets your needs in the sector, you should reconsider whether your company is overlooking the enormous added value that knowledge of the territory offers. After all, as the saying goes, Geography is the science of war.
At Acertiva, we firmly believe the above, which is why we have analysts with extensive experience in geographic methods. We also have strategic partners that will allow you to stay ahead of your competitors. We offer coverage throughout LATAM thanks to our two decades of experience in the sector and our representatives in Brazil and Mexico. Contact us today. Let’s make your next success story a reality.
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