MARKET RESEARCH

Market research comprises a wide variety of methodologies, which can be combined to design a specific study. Market research activities must be defined for every specific project, with a level of thoroughness that varies accordingly.

The main elements to consider when designing a market research study are:

• THE PRODUCT OR SERVICE TO BE ANALYZED

• PREVIOUS KNOWLEDGE ON THE MARKET AND ITS FEATURES

• GEOGRAPHICAL SCOPE OF THE STUDY

• LEVEL OF RESEARCH THROUGHNESS NEEDED

The main methodologies used by Alderete y Socios Consultoría Industrial SC are:

Analysis of market extent.

It consists in the detection, recollection, and analysis of secondary statistic sources from governmental agencies, statistical bodies, producer associations, etc. This kind of study comprises a deep analysis of figures to detect tendencies that help define the extent, segments, and characteristics of the analyzed market.

Delphi method. 

A field study that considers the opinions from a series of experts and participants in the analyzed market. It consists of thorough field research oriented towards the analysis of quantitative and qualitative aspects of the market and the reasons for its change. This kind of research is divided into the segments of competitors, customers, and experts.

Consumer research. 

This is field research directly addressed to the consumers and intended to detect quantitative and qualitative information. Generally, sample sizes are large and defined through statistical sampling.

Penetrability analysis.

It consists in the analysis of a combination of studies to define market penetrability recommendations through the analysis of price, quality, delivery, service, and others.

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