Perceptions of research in Latin America. How to drive the influence of research on company culture

Nelsom Marangoni and Ney Luiz Silva

We are facing a scenario in transition, in Latin America. What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the current needs of the clients? In what direction is the prestige and status of this profession going? This paper addresses these questions based in a web survey among clients and providers of market research, in five of the main markets in Latin America.

Perceptions of Research in Latin America

Nelsom MarangoniIBOPE Solution, Brazil

Ney Luiz SilvaIBOPE Solution, Brazil

INTRODUCTION

The market research market has been going through deep changes in the last decade. On the one hand, the effects of technological development have affected all segments to a greater or lesser proportion. On the other hand. companies have changed their strategic posture, currently focusing more on immediate results and accountability. Above all, there is a soaring market growth in some regions of Latin America, both in terms of volume and number of market research companies competing for the same space.

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