With the crisis brought on by the pandemic, everything changed: people, businesses, brands, markets. We faced enormous uncertainty and a rapidly evolving consumer, better informed, more dynamic and more demanding. Out of that came Mutant Consumer, the study that decodes the profile and the genetics of this new consumer and gives brands actionable information, so they can adjust to the new landscape, meet the opportunities and challenges in front of them, and explore how to adapt and generate new business. It was carried out across the six countries of Central America with almost 11,000 consumers taking part online, over three waves of measurement.
