Historia de la investigación de mercados

Introduction to Market Research History

Overview of Market Research Development

• The history of market research is relatively short, spanning less than 100 years, and closely tied to the evolution of commerce.

• The development of market research has been significantly influenced by commercial movements and trade dynamics.

Early Beginnings

• In 1924, the first voting survey in the U.S. marked a pivotal moment in market research, despite its inaccurate predictions regarding election outcomes.

• This early study utilized surveys and statistically representative samples, laying groundwork for future market research methodologies.

Industrialization and Market Research Growth

Expansion of Businesses

• The industrialization era led to a surge in companies, particularly in the U.S. and Great Britain, prompting an expansion of product portfolios.

• Companies began using market research to determine new products to launch based on consumer demand.

Challenges Faced by Companies

• As competition increased among numerous businesses, the focus shifted from production to managing existing product portfolios effectively.

• Brands emerged as crucial differentiators in a crowded marketplace; their development was heavily influenced by market research efforts.

The Role of Advertising Agencies

Emergence of Advertising Firms

• In the 1940s and 50s, advertising agencies began to flourish alongside cultural phenomena like Elvis Presley’s music popularity.

• These agencies became integral to marketing strategies and relied on market research for effective campaign planning.

Workforce Dynamics

• Large teams (500+ employees) were dedicated to analyzing surveys before computers revolutionized data processing capabilities.

Financial Impact and Technological Advancements

Economic Significance

• By the late 1940s and early 1950s, the U.S. market research industry was valued at approximately $50 million—a substantial figure for that time period.

Social Changes Influencing Markets

• The 1960s brought significant social revolutions (e.g., women's rights movement), which directly impacted consumer behavior and markets globally.

Technological Revolution in Market Research

Computerization Effects

• The advent of computers allowed for more efficient analysis of large datasets, reducing reliance on extensive manpower previously needed for survey analysis.

Media Influence on Marketing Strategies

• During the late 1970's disco era, television solidified its role as a powerful medium for marketing messages across various demographics.

The Evolution of Market Research

Influence of 1980s Advertising and Music

• The 1980s saw significant influence from Western music, with Freddie Mercury as a key figure representing the era's sound.

• Brands became essential tools for companies to compete in the market, leading to an increased focus on market research aimed at empowering these brands.

• Coca-Cola and Pepsi emerged as major players in advertising during this decade, engaging in fierce competition known as the "cola wars."

Transition to Digital Research

• The rise of South America and Latin America as talent exporters began influencing global music trends by the 1990s.

• The advent of the internet marked a pivotal shift in market research methodologies, transitioning from physical to digital platforms.

• Online methodologies gained prominence while offline methods were enhanced through tablet technology, streamlining data collection processes.

Complexity of Consumer Behavior

• By 2000, consumers had unprecedented access to information via the internet, complicating segmentation efforts for marketers.

• A notable trend in market research is studying consumer brain activity due to its increasing complexity and variability over time.

Technological Advancements and Challenges

• Advanced technologies for understanding consumer behavior are emerging but remain costly and specialized, limiting their availability in regions like Colombia.

Historical Context of Market Research

• The history of market research is relatively short but has seen significant advancements linked closely with technological developments such as computers and the internet.

• Three main focuses have characterized its evolution: production efficiency during industrialization, distribution strategies post-1930, and understanding consumer behavior since 1990.

• Market research has always been intertwined with marketing development; current investments in U.S. market research exceed $1.7 billion annually.

Conclusion: Local Insights into Market Research Investment

• A reflective question posed about local investment levels in market research within specific regions like Pasto and Nariño invites further exploration into regional dynamics.