Abstract:

The challenge of market research is perhaps greatest in countries where it becomes nearly impossible to complete any daily polls due to conditions of social inequality, violence as an historical constant and inefficient transportation and communications infrastructure. Colombia is a perfect scenario to test the creativity and the adaptability of research agencies, which can be evidenced through the case study 'Security Perception' carried out by YanHaas since 2010 for the military forces, and where a conjunction of factors inherent and external to the research goals constrained the agency to modify the polls, among others, to succeed in the research.