Latin America & the Caribbean is a vast area that spreads from Mexico to the islands that make up the Caribbean and throughout South America. The region is characterized by a 

In Venezuela, political unrest and violence have created an acute humanitarian crisis with high numbers of the population fleeing to neighboring countries. Additionally, Latin America is at risk for natural disasters such as hurricanes and earthquakes that could hurt fragile economies. Areas of promise in the region include a growing tourism industry and an increase in funding from venture capital. Growing levels of mobile and smartphone penetration also contribute to economic growth and increased connectivity in the region; It is expected that by 2025 73% of the population will have mobile phones, and mobile internet will have a 64% penetration rate.

As economic advisors, investors, and humanitarian organizations keep a close eye on developments in the region, organizations will require research to better understand on-the-ground situations. As with other emerging areas, researching in Latin America presents unique challenges that must be addressed before embarking on a project. In addition to the diversity in dialects and cultures found across the region, certain research methodologies such as online surveys are not as representative in Latin America as they would be in developed countries. Below we outline some of the different methods that can be used to conduct research in Latin America:

In-Person Interviews in Latin America

Latin America has traditionally relied on in-person research, but it can be difficult to reach some groups through face-to-face interviews. The danger of sending interviewers to certain areas makes gathering data from the lower socioeconomic groups challenging. On the opposite end of the spectrum, wealthier populations often live in gated communities or are unwilling to open doors to researchers.

Online Research in Latin America

While internet penetration rates have grown in Latin America, penetration varies by country and also within each country, with wealthier populations having higher rates of access. Additionally, many of those who access the internet do so via their mobile devices. While online research can be conducted in Latin America, researchers must take into consideration the populations they are aiming to reach and ensure that studies are designed to work on mobile screens.

Voice Call or CATI Research in Latin America

The growth of mobile penetration in Latin America has led more researchers to consider voice call interviews, often administered through Computer Assisted Telephone Interviewing or CATI applications. CATI research can reach populations even when security threats are present, and allows for illiterate populations to be interviewed. Due to the number of regional dialects and differing cultural contexts within Latin America, CATI research should be done by specially recruited and trained interviewers.

SMS or Text Message Research in Latin America

As with CATI research, growing mobile penetration rates can allow for research to be conducted via SMS or text message survey. SMS surveys are shorter in length than those administered through voice call, in-person, or online methods, but can be effective at gathering data quickly from many segments of a population.

Conduct Research in Latin America with GeoPoll

GeoPoll is experienced in conducting research from hard-to-reach populations in emerging regions around the world, including in Latin America. We undertake work in several countries within Latin American and can quickly launch in new markets via several of the methodologies mentioned above. To learn more about GeoPoll’s capabilities and coverage in Latin American, please contact us today.  

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In the US and Europe, data collection methods are well-established and market research is a multi-billion dollar industry, but lack of infrastructure has prevented traditional research methods, such as face to face or phone interviews, from succeeding in emerging countries. However, over the past decade there has been a growing demand for better data from countries in Africa, Asia, and Latin America, and new technologies such as the mobile phone have enabled more research to take place. Collecting data from around the world is now more possible than ever, but researchers must understand the fundamental differences in conducting research in emerging markets versus in the developed world.

Considerations for Collecting Data in Emerging Markets

While mobile penetration is high across many emerging markets and internet usage is growing, landlines are extremely scarce, and desktop computers are not used by a large portion of the population. In Africa, recent data indicates that mobile accounts for over 60% of total internet usage, while desktops account for only 34%. This statistic varies widely by country, and in less-developed countries in Africa or in rural areas, mobile accounts for even more of the total internet share.

Traditionally, market research in emerging markets has been scarce, and studies that are completed have been done so with face to face methods that can be costly and time-consuming. The growth in mobile phone and smartphone usage in the past decade has changed this by enabling mobile-first research methods such as remote text message surveys, automated or interviewer-led voice calls, and mobile web surveys. When collecting data through mobile surveys and other mobile methods, researchers must be aware of the following best practices for conducting research in emerging markets:

Language and Wording Considerations:
Many emerging markets have multiple official languages and hundreds of regional dialects. Make sure to research the most common languages in the specific area you are collecting data from, and be open to running your questionnaire into more than one language. Wording for each question is also important, and should be tested before the full project is started. For example, GeoPoll has found that the best way to obtain respondent age is to ask “In what year were you born?”

Questionnaire Length:
When collecting data via mobile phone, overall questionnaire length and the length of individual questions is imperative. Questionnaires should be kept short and simple, as many respondents will be completing surveys on basic feature phones. GeoPoll recommends a total questionnaire length of 15-20 questions, for a 10 minute survey. If being sent by text message, questions and answers should fit within 160 characters. It is recommended that longer surveys are split into multiple surveys that can be run as a panel over several days.

Mobile Data Usage:
While marketers are often interested in testing messaging via photo or video sharing, in emerging markets the high cost of mobile data/internet usage must be taken into consideration. Images should be optimized so they are low in size while still being high enough quality to view, and videos should be limited to no more than 2 per survey. GIFS are a good alternative to videos, as they are small in file sizes while still containing multiple frames of content.

Compensation:
Compensation should be considered for all respondents, both to demonstrate that researchers value the respondent’s time and to improve response rates. Mobile airtime credit and mobile money are common and well-received forms of compensation in many emerging markets, and compensation levels can start at around $0.50 for a short mobile-phone based survey. If you are running a mobile survey, check that your survey provider can provide a direct incentive quickly deposited into the respondent’s account.

New technologies have opened up many possibilities for conducting research in emerging markets, but you must be aware of the nuances around data collection in these areas. GeoPoll is a full-service market research company with an active panel of respondents in more than 60 countries, and a robust multi-modal mobile survey platform. To speak to a GeoPoll expert about your data collection needs, please contact us today.

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