LISTENING UP
It’s not just what they say—it’s what they think of you compared to others, whether they think of you first for specific needs you fulfill, and how ready they are for your offerings.
Tuning into the Voice of the Customer in Latin America
While understanding customers is key to your go-to-market strategy, it’s even more important when you’re already in a market.
You need to know:
- How aware consumers are of your brand compared to others
- How visible your brand is in media compared to others (share of voice)
- How often consumers think of your brand first (share of mind)
- If how they perceive your brand is how you want them to perceive it
- What they don’t like about your products or your customer service
- What would make them switch to your products
- If they’re truly ready for your innovative new products
…among other things. But that’s just raw data.
Without statistical analysis, it’s just a collection of opinions.
That’s why we apply a variety of analytical models to the data we gather.
This gives voice to your customers—and lets you be supremely confident about your decision-making.
From Perceptions to Profits
Gathering the base data for voice of the customer research in Latin America involves surveys and focus groups—both of which have to be constructed to account for cultural and socioeconomic differences.
Decades of experience mean that we know how to structure focus group discussions to get at people’s true feelings, not just what they think will please the group.
With surveys we know how to elicit objective responses that truly reflect consumer sentiment, whether it’s favorable, or not, for your brand.
To assess customer readiness for a new product, we use the ADKAR (Awareness, Desire, Knowledge, Ability, Reinforcement) model blended with the Rogers Diffusion of Innovation model to identify adopters and what will persuade non-adopters.
Turning Feedback into Future Steps
To evaluate consumer brand perception/awareness or share of mind, we apply:
- Regression, ANOVA, discriminant and other forms of quantitative analysis
- Cluster and conjoint modeling
- PESTEL assessments and predictive tools
These techniques allow us to show you what this data means for your strategy.
Suddenly, you can hear your customers’ voice loud and clear.
The next steps are now obvious.
