01 · RESEARCH
Market Research in Mexico and LATAM
We design studies that answer a specific business decision, not a pre-existing template. More than 300,000 interviews a year back that up.
Request a proposalRP&A Latinoamérica has been conducting market research since 2004, with a nationwide network of interviewers, moderators, analysts and supervisors covering 270 cities. Every project starts from the decision the client needs to make: the sample design, the methodology and the deliverables follow from that, not the other way around.
The operational difference lies in fieldwork control. Every interview is verified with GPS geolocation, supervision relies on mobile units and radio communication, and the client follows progress in real time through web reporting. The mobile applications used by interviewers are developed in-house by the agency's own technology division.
The output is not a data file: it is a report explaining what is happening in the market and what should be done about it. Findings are presented to the team that will make the decision, with the implications of each scenario on the table and the raw databases available to the client for any further analysis. When the project calls for it, that finding continues inside the same house towards strategic planning and advertising execution, without the loss of information that happens when switching vendors.
What a market research study includes
Studies
- Usage and attitudes (U&A)
- Satisfaction and loyalty
- Voting intention and public opinion
- Candidate image
- Mystery shopper and audits
- Advertising pre-tests and post-tests
- Feasibility and new business
- Industrial and sector studies
Methodologies
- In-person quantitative
- CATI and CAWI
- In-person or virtual focus groups
- Ethnography and in-depth interviews
- Consumer panels
- Big Data and analytical integration
Continuous monitoring
- Campaign tracking
- Price and trend tracking
- Brand monitoring
- Fashion and lifestyle
- Audience profiles
- Time and motion studies
How we run a study
01
Design
RP&A defines the decision objective, the universe, the sampling frame and the acceptable margin of error before a single question is written. Whether the study is quantitative, qualitative or mixed follows from that definition: the method is chosen by what needs to be found out, not by prior preference.
02
Fieldwork
Fieldwork runs in person, by telephone (CATI) from in-house centres, or online (CAWI), depending on who needs to be reached. Every in-person interview is GPS-verified and fully traceable, and supervision relies on mobile units and radio communication.
03
Analysis
Processing happens in RP&A's own centres, with one-way mirror rooms for qualitative sessions and interactive digital maps when the data has a territorial dimension. Big Data sources are integrated when they serve the objective of the study, not by default.
04
Delivery
RP&A delivers a report with findings, implications and recommendations, presented to the team that will make the decision. The raw databases are always available to the client, for any cross-tabulation or further analysis they want to run themselves.
Questions about market research
What is the difference between in-person, CATI and CAWI fieldwork?
RP&A Latinoamérica runs all three and picks according to who needs to be reached. In-person reaches audiences without reliable connectivity and allows product or material to be shown, and every interview is GPS-verified. CATI, by telephone from in-house centers, is the fastest route to large, dispersed samples. CAWI, online, is the cheapest and quickest, but only represents the connected population.
When is a qualitative study better than a quantitative one?
Qualitative work — focus groups, ethnography, in-depth interviews — answers why something happens and is useful for exploring unknown territory. Quantitative work measures how much and with what representativeness. RP&A recommends qualitative when you do not yet know what to ask, and quantitative when there are hypotheses to validate.
Does the client keep the raw databases?
Yes. At RP&A Latinoamérica the raw data is always available to the client, alongside the report with findings, implications and recommendations. The deliverable is not just the presentation: it is also the material the client's own team can use to run their own cross-tabulations and further analysis.
Can studies run in several countries at once?
Yes. RP&A Latinoamérica can run simultaneous studies across several countries in Central and South America, coordinated from the headquarters in Mexico City and with teams that already know the local ground.
The other capabilities
PLANNING
Planning
RP&A translates findings into solid strategies: every plan starts from an analysis of the environment, the competition, market trends, consumption habits and the client’s internal capabilities.
ADVERTISING
Advertising
RP&A combines upfront research with executional creativity: every piece communicates the right message, to the right audience, through the right channel.
SOFTWARE
Technology
RP&A builds the technology that sustains the operation: custom platforms, reliable infrastructure, and data and artificial intelligence capabilities aligned to the business.
Have a project in mind?
Tell us the objective and the market, and we will send you a tailored proposal.
Request a proposal