Every project that seeks to deepen our understanding of the decisions people and brands make presents a series of challenges that can rarely be addressed individually. Each market research project involves a group of specialists who meet in permanent or mobile teams. Although each study is unique, there are a number of professionals you should always keep in mind to achieve your objectives on time and within budget.
Having a list of suppliers can make it easier to find specialized personnel. Building this contact database takes considerable time, as it’s not enough to simply make a list of people with certain characteristics. It’s also essential to be certain of their integrity and trustworthiness by assigning pilot samples or receiving strong references. To make this process less complex, we’ve listed four suppliers you should always have on hand.
Desktop Research. It’s true that we live in the age of internet search engines and artificial intelligence. However, these latter tools can only reach their full potential in the hands of experts in analysis. Likewise, there are still areas where consulting analog sources of information will be mandatory. Selecting the necessary findings is only one stage of a whole process that people are still capable of performing with the required quality.
Group moderation. Marketing is about understanding people. And although we have increasingly promising tools in terms of the speed of their results, they still cannot replace real interaction between individuals. For qualitative research, professionals with extensive experience in managing people and groups are in demand. Human beings are complex, and the guidance that a moderator provides, whether in-depth interviews or focus groups, remains irreplaceable.
Geomarketing. People create and transform the landscape every day. It’s such a common task that it almost goes unnoticed. However, this is not the case for brands that are well aware of the enormous value of geographic data. Therefore, geography professionals continue to be valuable internal and external collaborators for countless companies innovating in the field. From updating maps of sales units or commercial routes to defining patterns, geographers prove to be top-tier providers.
Programming Engineers. Over the years, the presence of technology- and computer-based solutions has become undeniable. While it’s true that with proper continuing education many professionals can handle the most basic programming tasks, it’s also true that experts in the field are those who have dedicated their university studies to these endeavors. We can even venture to say that programmers are here to stay in the teams of our sector.
While there are more positions we could list, we believe that with these first four you can begin to build an initial list to meet your needs. In future installments, we will expand this list, as it serves not only as a valuable guide but also as recognition of all those who, at one time or another, have contributed to establishing Market Research as a multifaceted discipline that correlates the skills and knowledge of many sciences.
At Acertiva, we are convinced of this, and for this reason, we have assembled a team of analysts and strategic providers to help you achieve your consumer and competitor insights. We have coverage throughout LATAM thanks to our offices in Brazil and Mexico. We offer a free fifteen-minute consultation to help you take the first step in this field. Together, we can begin to make your next success story a reality.
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