KNOW THE WHY BEHIND THE BUY
We identify the driving factors, preferences and attitudes of LatAm consumers that make the difference between browsing and buying.
Why Consumer Insights for Latin America Can Become Blind Spots
In many markets, typical methods like surveys and focus groups quickly reveal consumer insights.
In Latin America:
- Fear of scams and a general distrust of authorities can hamper surveys
- Lots of spending happens in informal channels, so it’s hard to quantify…and respondents may not want to discuss their grey market purchases
- Consumer culture can vary by city, even by neighborhood
- “Sí” or “Sim” may not always mean “yes”, and the same applies for “no”: the wrong survey questions will produce misleading results
- If focus groups are not organized correctly, social class differences can heavily skew responses
- Customer readiness can be easily misread if methodologies and analysis don’t account for context
Without addressing these and other concerns in study design, a company’s new product launch or market entry can easily misfire.
The strong experience of AMI’s team—honed over 1,000+ customer insights engagements in LAC markets—will deliver the reality-driven understanding you need to reach shoppers in all markets.
Review Case Studies
for LAC consumer insights.
Connecting the Pieces to Reveal the Picture
We often start consumer insights studies with market sizing methods and use a range of data sources beyond surveys (trade databases, payment processor transaction volume, etc.) to understand purchases and purchase behavior.
We also talk to competitors, distributors, and other intermediaries to gain their insights on the final customer.
This multi-source approach has a lot of pieces—but it also provides greater data diversity and clarity to understand customers.
Gleaning Meaning from Measurements
The reliability of our findings is ultimately powered by the analytical models we employ:
- Bayesian updating based on POS samples, surveys, wallet diaries, etc.
- Cross-source weighting
- Oscillation bounding and range modeling
- Wallet allocation rule
- Cluster and latent class analysis
- Diary-based behavioral panels combined with LOESS smoothing
The combination of models, research method construction, and diverse data sources are what reveal the full picture of the consumer you want to reach.
The outcome is highly confident decision-making that helps increase your sales and share.
