GRIT LATAM Report

Some major themes:

• Most Buyers Not Part of Formal Insights Group

  Whereas two-thirds of buyer-side insights professionals in North America and Europe belong to a formal insights groups, less than half in LATAM do. Compared to other regions, Central America has more in marketing and, in South America, more call analytics their home.

• More Cost-conscious, More Resourceful

  Overall, insights professionals in LATAM are more pre-occupied with cost-effectiveness and may view innovative approaches from suppliers to be the solution. They are also more likely to prioritize data synthesis and scalability, two approaches that help maximize value-for-the-money.

• Call or Visit

  Telephone and in-person methods tend to be more common in LATAM than in other regions. South America has further challenges it tries to meet with mobile methods and approaches that don't require data provided by respondents. 

• Higher Buyer Performance and Optimism 

  Despite slower staff growth, LATAM buyers are more optimistic about the insights industry and their role in it than counterparts in other regions. They also performed better against their overall insights goals.