In the first days of May, people involved in Marketing Research take a break from the practice of the discipline to celebrate and reflect. Usually, these celebrations come hand in hand with several face-to-face, hybrid or virtual events where the latest innovations in the field are presented and round tables are held where the greatest experts talk about the achievements and goals that the field is facing.
In the face of an increasingly convulsive and unclear panorama, this opportunity for reflection takes on greater meaning than in other years. In spite of the great advances in technology and information technology, rumors of conflict are being heard in various geographies. These rumors invite us to be cautious and take action before any outcome. Therefore, today we list four points that have special relevance on this International Market Research Day.
Advancement of Artificial Intelligence. This is perhaps one of the areas that has left the greatest hopes and disappointments in the guild. It is true that at the moment artificial intelligences have not reached their full potential and are still on an upward learning curve, which they have described very quickly. However, obstacles are looming in their assimilation involving the number of jobs affected in some way and the new labor needs for their full and ethical use.
Tariff distortions. A reality that we must assume at this point is that a good part of the world is already suffering from a trade war. After several years of certainty and opening of markets, the pendulum effect seen in other moments in history has arrived. While the level of isolation and price hikes for the exchange of goods and products is clearly known, market analysts must offer solutions to alleviate this phenomenon.
Security challenges. Carrying out our work with guarantees for personal and material integrity will always be a genuine concern of the people who devote their lives to our sector. Based on the experiences of other times, we can foresee an increase in risk in the face of greater threats to work in the field. In this topic we must also include the vulnerability of access to databases and servers of agencies and their suppliers.
Small customers. In a world where fierce competition prevails, it is common to see the larger players gain weight over the rest. While medium-sized brands have the resources to maintain their status if they are assertive, small brands must be content to invest in the essentials. This segment is usually the largest in terms of employment generation and number of economic units. Efforts must be redoubled to offer them products that are accessible and in line with their goals.
It is hoped that over the years the challenges described above will be overcome and replaced by new junctures that will surely leave everlasting lessons. Just as the planet was able to deliver and make great learnings after the acute phase of the COVID-19 pandemic, we can do the same today and always. We know that our review may be somewhat limited for space reasons, but it summarizes to a certain extent the concerns of those of us who work in this activity.
In Acertiva we are aware of this scenario and we work hard to stay current and offer services tailored to our clients. After more than twenty years of knowledge in LATAM, we can offer you a team of analysts and strategic allies to meet your objectives. We invite you to ask for a free fifteen minute consultation. After this, together we will make your next success story a reality.
Short Link: