{"id":105720,"date":"2020-07-01T05:00:19","date_gmt":"2020-07-01T12:00:19","guid":{"rendered":"https:\/\/qa-release.questionpro.com\/blog\/?p=105720"},"modified":"2023-02-14T16:21:04","modified_gmt":"2023-02-14T16:21:04","slug":"impacto-del-covid-en-la-investigacion","status":"publish","type":"post","link":"https:\/\/qa-release.questionpro.com\/blog\/es\/impacto-del-covid-en-la-investigacion\/","title":{"rendered":"Impacto del COVID-19 en la investigaci\u00f3n de mercados en Latinoam\u00e9rica"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Cada industria, inevitablemente, ha sufrido transformaciones que afectar\u00e1n los procesos. Hoy, hablaremos especialmente sobre el impacto del COVID-19 en la investigaci\u00f3n de mercados con palabras de Ray Poynter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ray Poynter un investigador con cuarenta a\u00f1os de experiencia en la investigaci\u00f3n de mercados, la innovaci\u00f3n y los negocios. Adem\u00e1s, es autor de t\u00edtulos reconocidos mundialmente como <\/span><span style=\"font-weight: 400;\">The Handbook of Online and Social Media Research &amp; The Handbook of Mobile Market Research.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por muchos a\u00f1os, Poynter se ha dedicado a desarrollar y proporcionar herramientas que favorezcan la b\u00fasqueda y comunicaci\u00f3n de historias, a partir de la recolecci\u00f3n de datos.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed, que despu\u00e9s de conocer un poco a nuestro autor y agradecer su tiempo para compartir sus reflexiones sobre el <\/span><span style=\"font-weight: 400;\">impacto del COVID-19 en la <\/span><a href=\"https:\/\/www.questionpro.com\/es\/investigacion-de-mercados.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">investigaci\u00f3n de mercados<\/span><\/a><span style=\"font-weight: 400;\">, contin\u00faa leyendo y obteniendo informaci\u00f3n de gran relevancia para la industria.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfCu\u00e1l es el impacto del Covid-19 en la investigaci\u00f3n de mercados<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Se me ha pedido que comparta mis ideas sobre el impacto del COVID-19 en la investigaci\u00f3n de mercados y c\u00f3mo es probable que la crisis de la pandemia afecte a la industria en <\/span><b>Am\u00e9rica Latina<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">La pandemia<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">El COVID-19 ha llegado m\u00e1s tarde a Am\u00e9rica Latina que al hemisferio norte, por lo que tenemos m\u00e1s informaci\u00f3n sobre lo que es probable que suceda.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La velocidad de contenci\u00f3n del virus est\u00e1 relacionada con la rapidez con la que se producen los bloqueos y el tiempo que se mantienen.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Esto significa que pa\u00edses como Brasil, Per\u00fa, M\u00e9xico, etc. est\u00e1n probablemente a menos de la mitad de su primer pico. Esto perturbar\u00e1 a estos pa\u00edses y resultar\u00e1 en a\u00fan m\u00e1s presiones econ\u00f3micas.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">La recesi\u00f3n<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A nivel mundial, el mundo est\u00e1 en recesi\u00f3n, el precio del petr\u00f3leo est\u00e1 cayendo, las marcas est\u00e1n gastando menos en marketing.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La mayor\u00eda de las grandes empresas globales son propiedad de EE.UU., Europa, China y Jap\u00f3n, y es probable que todas ellas gasten menos en Am\u00e9rica Latina, debido a la recesi\u00f3n mundial.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Se espera que los estudios de mercado en la mayor\u00eda de los pa\u00edses de Am\u00e9rica Latina (por ESOMAR) vea una ca\u00edda en los ingresos de alrededor del 25% para 2020, en comparaci\u00f3n con 2019.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">Conoce nuestros <\/span><\/i><a href=\"https:\/\/www.questionpro.com\/es\/recursos-covid19\/\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">recursos para investigadores en tiempos de Covid-19<\/span><\/i><\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Consecuencias 2020<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">El impacto del COVID-19 en la investigaci\u00f3n de mercados ser\u00e1 de dos formas:&nbsp;<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La investigaci\u00f3n cara a cara tiene que ser reducida, ahora tendr\u00e1 que cambiar a la <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/beneficios-de-hacer-investigacion-online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">investigaci\u00f3n online<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> (incluyendo los dispositivos m\u00f3viles).<\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Se reducir\u00e1 el trabajo en oficinas y aumentar\u00e1 el Home Office, lo que quiere decir que se realizar\u00e1n m\u00e1s encuestas CATI desde casa.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s, la recesi\u00f3n tiene dos efectos m\u00e1s:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Hay menos marketing y publicidad, as\u00ed que hay menos investigaci\u00f3n.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Las marcas tienen que hacer que su dinero vaya m\u00e1s lejos, por lo que deben utilizar opciones m\u00e1s baratas (menos pa\u00edses, tama\u00f1os de muestra m\u00e1s peque\u00f1os, menos pruebas y el uso de <\/span><a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/que-son-los-paneles-online\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">paneles online<\/span><\/a><span style=\"font-weight: 400;\"> cada vez que sea posible).<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<blockquote><p><em>Conoce el <a href=\"https:\/\/qa-release.questionpro.com\/blog\/es\/impacto-de-la-pandemia-en-la-industria-del-research-en-republica-dominicana\/\" target=\"_blank\" rel=\"noopener\">impacto de la pandemia en la industria del Research<\/a> en Rep\u00fablica Dominicana<\/em><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><span style=\"font-weight: 400;\">Consecuencias 2021<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Hay dos escenarios clave:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La pandemia est\u00e1 bajo control&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">La pandemia no est\u00e1 bajo control<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Si la pandemia sigue siendo fuerte en 2021 empezaremos a acostumbrarnos a ella, pero la sociedad ser\u00e1 diferente, c\u00f3mo nos conocemos, c\u00f3mo trabajamos, c\u00f3mo nos casamos y c\u00f3mo enterramos a nuestros muertos. Todo cambiar\u00e1.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si la pandemia no es prevalente, el mundo comenzar\u00e1 a salir de la recesi\u00f3n, algunas investigaciones volver\u00e1n a sus viejas costumbres, pero los presupuestos en 2021 podr\u00edan ser menores que los de los \u00faltimos a\u00f1os.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">\u00bfBuenas noticias?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Todos los efectos anteriores son a nivel macro. Para ti, como peque\u00f1a o mediana empresa, incluso como individuos, todav\u00eda puede haber oportunidades.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Encuentra la forma de satisfacer a los clientes, a precios que puedas pagar y que ofrecen grandes beneficios para tu organizaci\u00f3n.&nbsp;<\/span><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-105721 \" src=\"https:\/\/qa-release.questionpro.com\/blog\/wp-content\/uploads\/2020\/06\/imagen-Covid.jpg\" alt=\"grafico de muertes por covid-19\" width=\"1072\" height=\"707\"><span style=\"font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;\">Gr\u00e1fico de FT: Muertes por mill\u00f3n en una escala lineal para los pa\u00edses clave<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Antes de irnos queremos agradecer nuevamente al Sr. Poynter por tomarse el tiempo de compartir informaci\u00f3n sobre el impacto del COVID-19 en la investigaci\u00f3n de mercados, que sin duda, es de gran importancia para los investigadores.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cada industria, inevitablemente, ha sufrido transformaciones que afectar\u00e1n los procesos. Hoy, hablaremos especialmente sobre el impacto del COVID-19 en la [&hellip;]<\/p>\n","protected":false},"author":53,"featured_media":105735,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"Impacto del Covid-19 en la investigaci\u00f3n","_yoast_wpseo_title":"Impacto del COVID-19 en la investigaci\u00f3n de mercados en Latinoam\u00e9rica","_yoast_wpseo_metadesc":"Conoce el Impacto del COVID-19 en la investigaci\u00f3n de mercados de la mano de Ray Poynter, autor e investigador reconocido a nivel mundial. \u00a1No te lo pierdas!","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[173,177],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - 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