IoT and market research: A disruptive opportunity for Latin America

Esteban Angel, Javier Cartagena, Jorge Andrés Méndez, Ricardo Velasquez, Maria Alejandra León

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Introduction

During the last few years, the industry has been questioning about the future of market research. Furthermore, in the last few years clients are no longer looking to hire research agencies just to solve a specific question that helps them with the strategic decision-making process, but they are expecting to get useful information that helps them with the development of different processes of their organization like human resources, production, sales, marketing, etc. According to this new reality, the question of the future itself has been divided mainly into two fields:

  1. How can data collection processes be leveraged on new...

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