The market is made up of a large number of segments. The one that seems most familiar to most people is the mass consumption products that can generally be found in most points of sale. Regardless of whether it is a neighborhood store or a supermarket, it is possible to find almost universal goods such as food, toilet paper and basic medicines.
However, there are sectors that are very small and are restricted to a somewhat closed area. We are referring to niche segments. Market Research also studies them, although with the necessary tools and allies to fulfill such purposes. Sometimes it is difficult to find suppliers to study these segments. For this reason, we list four complex profiles for you this week.
Business-to-business. This category refers to entrepreneurs and senior managers who deal generally with other companies. For this reason, we are dealing with people with high responsibilities and purchasing power. Convincing them to participate in research is faced with many barriers, such as industrial secrecy, limited availability of hours, and the low interest that the incentives offered to get their attention represent for them.
Agriculture and livestock. Although this segment is quite broad and has participants of all sizes, it is also an area of opportunity for many companies that are interested in the market. If it is about small and medium-sized participants, there is the barrier of moving to rural areas, local customs that differ from the urban environment, and the lack of initial trust. On the other hand, large participants are very similar to their peers from the previous point.
Medical and pharmaceutical. The health area is a difficult area to deal with. To begin with, in various geographies there are laws and regulations that make the participation of these people in market studies laborious and very arid. Added to this is a very busy guild that is sometimes known for its genius as a result of high demands and complex dealings within schools and health units.
Highly specialized professions. Here we find high-level specialists in areas of growing demand. We can mention, among a few, engineers, actuaries and administrators. They share many aspects in common with the profiles mentioned above. We can also mention that it is a challenge to establish bridges of communication with these people for reasons ranging from the personality of those involved and union restrictions.
As can be deduced from the characterization of the aforementioned segments, the investment in time and money to contact these consumers and decision makers is anything but a routine task. It requires specialization and resources that are beyond the reach of average agencies. However, some of the latter specialize in some of the sectors we discussed above.
For example, Acertiva has experience with the medical and pharmaceutical segment. In the case of the other profiles, it is possible to establish alliances between clients and agencies to meet your objectives. We have more than two decades of getting to know brands and people through Market Research in LATAM. Get in touch with us today to tell us about your future projects. Together we will make your next success story a reality.
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