User Research in Colombia

Key Points about the Colombian Market

Languages research can be conducted in:

Spanish.

Challenges for recruitment of research participants:

Colombia has a lot of bank holidays among the working calendar that needs to be considered in advance in case of short time fieldwork. Also Colombian people could not show up for and arranged meeting for the research (ID, FG, etc.) or/and run late. So we usually over recruit for fieldwork. Ex. for a standard Focus group of 8 people we recruit 10. It is convenient to avoid setting up a field on a Friday in the evening or the day before bank holidays.

Cultural pitfalls and solutions, how to’s, typical response behaviour:

Specifically for main cities like Medellin and Bogota we got a super busy traffic jam and also number plate restriction so it´s important to take enough time to move around the cities and get to appointments.

Typical response behaviour and how to deal with it

Colombian people like to be obliging and please others, "very polite" so we usually make a lot of emphases in how important is the give a honest opinion and critics if need it towards the benefit for the brands make things better, etc.