Importance of public opinion studies: their application and segmentation of the market in Mexico

Abstract

The objective of this work includes the carrying out of a descriptive analysis of the industry of public opinion and market studies in Mexico, the main characteristics of the market from the perspective of supply and demand, as well as market segmentation by type of product. The implemented methodology consists of the application of in-depth interviews focused on various sectors, such as public servants, candidates in electoral elections, campaign advisers and strategists, academic experts, directors of areas of information management and research in the private sector, such as agency directors and independent consultants on market research and public opinion. The final result tries to offer a vision about the dimension, specialization and professionalization of this industry in constant growth in Mexico. They are presented to public opinion and market studies as an indispensable tool for information gathering, analysis and decision-making, which make it possible to measure the preferences of the plaintiffs in any field. In the same way that it shows, explains and analyzes what is the relationship and the degree of importance that emanate from them; Its importance lies in the fact that in recent years, they have come into force in various market segments, such as the electoral, public and private sectors, among others.