20 Markets.
600M People.
Ground Truth.

Latin America Market Research That Accounts for How the Region Actually Works

Latin America is not a single market. Brazil’s continental scale, Mexico’s USMCA-anchored economy, Argentina’s perpetual inflation cycle, Chile’s Pacific Alliance integration, and Colombia’s post-conflict consumer recovery each present distinct research requirements. SIS designs Latin American research programs that account for these structural differences at the methodology level.

Informal economy access is not optional in Latin American consumer research. In Mexico, Peru, and Colombia, informal commerce represents 40 to 60 percent of retail volume in many categories. SIS recruits respondents through channels that reach the actual purchasing population, not just the formally employed segment that dominates online panels.

Brazilian research requires Portuguese-native instruments, not Spanish translations adapted at the margin. The two languages share Latin roots but diverge meaningfully on consumer terminology, brand perception, and humor. SIS maintains separate Brazilian and Spanish-language research teams, with São Paulo and Mexico City as the dual operational anchors of our regional practice.

SIS has conducted primary research in Latin America for over four decades. Ruth Stanat built the firm’s regional practice through the post-Cardoso commodity boom in Brazil, the NAFTA implementation period in Mexico, and the Mercosur expansion years, and has maintained on-the-ground capability through every subsequent political and economic cycle.