To obtain findings it is necessary to obtain the raw material of Market Research: data and information. In some cases the latter can be achieved through office investigations. However, in some projects it is not enough to do a documentary review. When it is necessary to approach consumers, there are many elements at play that define the ease with which we will have their collaboration.
In Latin America there are many circumstances that can make our work more complex. To cite an example, we must deal with some cultural biases that prevent people from revealing their true impressions about a product or service. However, on other occasions we will face difficulties that have to do with security conditions or mistrust. For that reason today we list four recommendations to combat this reality.
Persuasion. Interviewers are often the only personal contact consumers have with Marketing Research. The future of our projects will depend on their treatment. It is for this reason that analysts in the field must have people skills and generate relationships of trust with respondents. This takes on more weight when we address sensitive topics that require empathy from analysts.
Information. In our recent history, people’s distrust of third parties who request data and information without a compelling cause or reason has grown. In cases where it is required and it is possible to apply it, the details of the study to which they are being invited to collaborate must be revealed to the participants of our research; Even the objectives pursued must be revealed. The latter is only feasible if it does not jeopardize the objectivity of the project.
Protection. Today, respect and good protection of personal data in the possession of individuals has taken on special importance. This situation already has so much weight that in several countries the laws and regulations on the matter have been strengthened. For this reason, we must offer guarantees to people that the elements they entrust to us will be safe in the hands of the analysts and that they will only be used for the intended purposes. Where necessary, alternatives should be sought to collect sensitive information through, for example, ranges rather than discrete data.
Gifts. If all the alternatives above did not have the desired effect, there is always the possibility of offering a reward for the required input. There are different types of gifts to encourage consumers to actively participate in our projects. The most classic are pecuniary or in kind. However, we can also consider summaries of research results or an attractive experience in this category.
In each investigation there will be different challenges that we must face to achieve our goals. If in the pilot tests or in the first days of a project we are not obtaining the estimated response rates, we must take immediate measures that are within our reach to change that trend. Failure to do this on time can result in a sharp increase in expenses and a risk of not meeting established deadlines.
At Acertiva we put at your disposal our more than two decades of experience conducting market studies in LATAM. Our analysts and strategic allies will join your team to achieve your goals. If you have a project coming up, contact us immediately. We will respond to you with how together we will make your next success story a reality.
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