MERCAPLAN Central America and the Caribbean applies segmentation models that transcend classification aspects such as age, sex, region and socioeconomic status. We consider market behavior, perceptions, motivations, and consumer behavior. We delve into consumer attitudes, psychographics, and other variables to establish clear differences among consumer groups and identify insights to design specific strategies.

In MERCAPLAN Central America and the Caribbean this study helps to evaluate the potential of new ideas / products / brands within the market. It allows clients to verify the needed changes before moving on to other development stages and helps them select the most promising concepts. MERCAPLAN Central America and the Caribbean has a standardized methodology for concept and product testing following a complete line of questions that are then compared with standards in order to generate better final recommendations.