Society is shaped by multiple needs and processes. Although consumption is one of them and demonstrates the interdependence between individuals and companies, there is more to the topic. Unraveling the drivers of people’s decisions is not the sole preserve of brands and companies. Some institutions need to investigate the pain points and concerns of various marginalized groups. However, due to their purpose and resources, they are unable to gather firsthand data and information.
When these organizations have projects that require supporting their actions with relevant and recent findings, they turn to market research providers. By working together, both parties provide the best of both worlds to society. On the one hand, social impact associations meet the specific needs of vulnerable people, and consumer research agencies provide analysts and expertise to design and execute field research protocols. For this reason, this week we list four contributions from our sector in this area.
NGOs. This is perhaps the best-known example of work aimed at achieving social impact. In many countries, organizations independent of public authorities have been promoted to carry out countless actions that improve the quality of life of people living in poverty and uncertainty. Although they can often achieve most of their efforts through figures derived from modules such as Population and Housing Censuses, in many other cases, they must gather firsthand information from their target populations. It is in these circumstances that they request the support of researchers from our segment.
Public institutions. Outsourcing of processes has also been applied in the government sector. Many of the largest countries have institutions that provide them with statistics. However, these data sources do not cover all teh needs of ministries and departments. When the impact of a communication campaign needs to be corroborated or the benefits of a particular improvement program need to be evaluated, the services and advice of consumer insights companies are sought. The latter is possible after meeting high standards and a long list of requirements to ensure objectivity and timeliness.
Companies. Private initiatives are also interested in contributing from their own perspectives to improve the living conditions of vulnerable groups. You may recall that some brands have carried out an environmental improvement or aid project as part of a specific anniversary. Other times, they participate as sponsors of events where the focus of the activities is on supporting people in need. Companies seek the support of marketing consultants to select the most urgent initiatives and calculate the resources needed to meet these objectives.
Peers. It may seem counterintuitive, but in extreme situations, the very people dedicated to Market Research find themselves in need of relief. The most recent case was the COVID-19 pandemic, which put the industry on the ropes. During a period that defied all predictions, many colleagues found themselves without a reliable income to cover their household expenses. In an unprecedented move, some organizations in the field focused on calculating the size of the affected population and defining available mechanisms to implement solutions to alleviate the pressure.
As you can see, there are many more scenarios where studies such as questionnaire surveys or group sessions are required. Improving the marginalized situations in which many people live requires the collaboration of researchers with experience in quantitative and qualitative techniques. Although this is not one of the most popular applications, it is interesting to know that our work can be applied in ways that some people find alien to our core. Ultimately, we are empathetic individuals with a desire to contribute to our fellow human beings.
At Acertiva, we have more than two decades of experience developing market research. During this trajectory, we have carried out several projects with clients dedicated to social impact. Thanks to this, we can put our team of analysts and strategic suppliers in LATAM at your disposal to help you achieve your goals. With this knowledge, we offer you a free initial fifteen-minute consultation. Present your story to one of our team members and receive a framework to answer your initial questions. From there, together we can make your next success story a reality.
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