MARKET RESEARCH IN

LATIN AMERICA (LATAM)

Qualitative, quantitative and desk research

I'M AN ORIGINAL CATCHPHRASE

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With offices in both the UK and Peru, Advantage helps organisations better understand Latin American markets and customer nuances. 

Whatever questions you want answered about Latin America in order to grow your business in the region, we can help you find the answers.

 

Volatile market conditions, limited information sources and cultural specifics are only a few of the challenges that businesses have to overcome should they wish to gather quality information about Latin America.

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Across the region, there is a much lower awareness and trust in market research compared with other parts of the world.  This can require adapting how to approach people, where and when to conduct the research.

We are happy to lend expertise in the design of the research studies, so our partners can focus on the heart of their project – interpreting the research results and composing the best recommendation for their client.

Over the years, we’ve successfully established a network of local experts and partners who help us keep our finger on the pulse of the market. From focus groups, to market sizing, to gathering competitive intelligence – we do it all and we do it well.

 

Our in-house team includes English and Latin Spanish & Brazilian Portuguese native speakers. 

Our capabilities do vary by country due to infrastructure and local conditions. Methodologies often need to be adapted to local conditions or require more creative solutions.  For example, research is predominantly conducted face-to-face in Bolivia and El Salvador, whereas online, telephone and panels are also available in major markets such as Argentina, Mexico and Brazil. 

Covid is a rapidly changing situation in all countries and we are happy to provide information on current lockdown conditions. 


We can help with B2C and B2B projects: 

  • Translation

  • Recruitment & incentives

  • Interviewing (online & face-to-face)

  • Moderation (online & face-to-face)

  • 150 CATI stations in multiple countries

  • Over 200 street interviewers

  • Viewing facilities in all main markets with remote viewing capabilities

  • Access to multiple international and regional online panels. 

  • Our desk research combines high quality global information from the British Library with country sources accessed by our local researchers in Peru, Mexico, Argentina, Guatemala, Brazil and Chile.

We enjoy supporting other research companies to make their work in Latin America easier and more efficient. Our extensive network in Latin America allows us to help with the logistics of both  qualitative and quantitative studies, in one or more countries. 

Qualitative

  • Focus groups

  • Depth interviews

  • Online groups

  • Online communities 

  • Observation 

  • Accompanied activities e.g. shopping & website use

  • Mystery shopping

Quantitative

  • Telephone surveys (CATI)

  • Street interviews (CAPI)

  • Online surveys

  • Mystery shopping

Desk Research

  • Context for primary research findings

  • Market size & trends

  • Competitors 

  • Market entry support: 

    • Suppliers​

    • Distributors

    • Customers

Market research in Latin America

The LATAM area consists of four geographical regions, thirty-three countries and is home to over 655 million people (source: 2019 www.worldometers.info).

 

Its population, natural resources and growth (in some countries) make it an area of great strategic opportunity for many companies.


Just a quick glance at country statistics reveals significant differences in terms of size and economic performance and that is before considering the social and political differences between each nation.

 

Importance of Cultural Understanding

Success within the region requires looking deeper than general stereotypes. Although only two languages are spoken across the region, the shared language does not always equate to shared values and behaviours. This can have an important impact on brand positioning and marketing activities as well as how market research findings are interpreted. 

 

The need for up-to-date market information

Another important aspect of the region is its energy and volatility. The crisis in Venezuela and election of Jair Bolsonaro as Brazil’s president illustrate the relative instability in the region and the speed with which situations can change. 


Having accurate, up-to-date information is critical for businesses operating in or considering entry into the area. 

 

Information challenges 

Getting good quality information is certainly more difficult in LATAM when compared to European countries or the US, emphasising the need for local understanding and more creative approaches.

Published Information

  • Sources can be limited, updated infrequently and vary considerably in terms of overall quality.

  • Information sources are less accessible online, requiring local connections and knowledge of sources.

  • Published information quickly becomes out of date.

  • Corruption varies by country and can distort published information in terms of availability, quality and impartiality. This is especially the case where the information has financial implications such as reported company turnover.

Technology infrastructure

  • B2B and B2C databases are often poorly maintained leading to additional lead qualification and wasted effort.

  • Internet penetration is improving but remains low among the lower socio-economic groups.

  • Landline penetration is lower compared with European countries.

  • Online panels are growing, but quality can be an issue as people can mislead to earn incentives.

Cultural differences:

  • An absence of trust is often seen in both professional and day-to-day interactions until relationships have been established. LATAM businesses are considerably less likely to respond to telephone or online research and are less willing to share information compared with their European counterparts.

  • Limited intellectual property protection and its lack of enforcement means that clients need to be sensitive to the information they share.