El panorama de la investigación de mercados en México
Insights from Javier López on Market Research in Mexico
The Importance of Recognition in the Industry
- Javier López, General Director of Ipsos in Mexico, expresses pride in being recognized by Merca 2.0 as Agency of the Year, highlighting the magazine's reputation and relevance in marketing.
- He emphasizes that their motivation is not to win awards but to serve clients effectively, indicating a focus on client satisfaction over accolades.
Challenges Facing Market Research
- López discusses how market conditions have changed significantly over the past decade, citing increased complexity due to factors like insecurity and a more educated consumer base.
- He points out that while Big Data is accessible, it requires proper analysis and coding skills to derive meaningful insights.
Industry Growth Amidst Economic Challenges
- Despite a reported 7% decline in the market for research services over the last year, Ipsos has achieved a growth rate of 7%, suggesting resilience and adaptability within their company.
- López notes that historically, market research tends to grow during economic crises as companies seek more information to navigate challenges.
The Need for Transformation in Research Practices
- He argues that stagnation within many companies stems from an unwillingness to adapt research methodologies that were effective decades ago.
- López stresses the importance of communicating the real value of information amidst an abundance of easily accessible data online.