Sharing our B2B research experience at ESOMAR 2017
Bazis Group was proud to present their paper “Looking for B2B Research Partners in Latin America: experience from construction, agricultural and healthcare sectors” at this year’s LatAm conference in Mexico City.
While Latin America is a strategically vital market for B2B global manufacturers across multiple industries (accounting anywhere from 8 percent to 30 percent of global sales), the amount of research work commissioned into the region has not caught up with this trend, staying at 4-6 percent of global research sales.
While consumer research is definitely at the forefront of the industry, Bazis Group has noticed that there is a lot of untapped potential when it comes to B2B research in Latin America. Lead global manufacturers in such B2B sectors as construction, agriculture and healthcare report that up to 20 percent of their turnover is coming from Latin America. B2B research has yet to catch up, with only 3 percent of the turnover coming from Latin America. To reach these conclusions, we used data from The Research Alliance Global Trends Survey (GTS) to provide a perspective on how the world views socio-economic and cultural aspects of current life in Brazil and Mexico.
The interactive session featured speakers from UK, USA, and France, who commission research in the Latin America and represent leading sector research providers in the sectors of healthcare, construction and agriculture. We shared some of the challenges we have faced while finding a reliable research partner in Latin America, as well as some of our experience-based practical solutions to these challenges.