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| Adimark | |
|---|---|
| Name | Adimark |
| Type | Private |
| Industry | Market research |
| Founded | 1990s |
| Headquarters | Santiago, Chile |
| Key people | Jorge Lavandero |
| Products | Public opinion polling, market studies, social research |
Adimark is a Chilean market research and public opinion firm known for conducting national polls, electoral surveys, and market analyses. The firm has been cited by major Chilean media outlets and referenced in academic studies concerning Chilean elections and social trends. Adimark’s work intersects with political parties, newspapers, broadcasters, universities, and research institutes across Chile and Latin America.
Adimark emerged during the 1990s in Santiago alongside firms such as GfK, Ipsos, Nielsen, Gallup, and Kantar as part of a regional expansion of polling and market research in the post-dictatorship era. Its formation coincided with significant events like the Chilean transition to democracy, the administrations of Eduardo Frei Ruiz-Tagle, Ricardo Lagos, and Michelle Bachelet, and major referenda and elections including the 1999–2000 presidential contest and the 2005 legislative cycle. Over time Adimark collaborated with outlets such as El Mercurio (Chile), La Tercera, Canal 13 (Chile), Chilevisión, and Televisión Nacional de Chile while its data informed reporting on topics addressed by institutions like the Pontificia Universidad Católica de Chile and Universidad de Chile. The company’s timeline reflects shifts seen in Latin American polling history during events like the Fujimori era, the Bolivian gas conflict, and the rise of leaders such as Ricardo Lagos and Sebastián Piñera.
Adimark offers services including electoral polling, consumer research, brand tracking, and social opinion studies used by clients such as BancoEstado, Falabella, Cencosud, LATAM Airlines Group, Entel (Chile), and public institutions. Its methodology has employed stratified multistage sampling, door-to-door interviews, telephone surveys, and, more recently, online panels in line with practices from firms like Ipsos Chile, GfK Chile, and Cadem. Technical reports often reference census benchmarks such as the National Statistics Institute (Chile) counts and demographic frameworks similar to those used by United Nations agencies and the World Bank. Adimark’s questionnaires and weighting procedures mirror standards endorsed by associations like the American Association for Public Opinion Research and echo methodological debates present in analyses by scholars at Harvard University, Stanford University, Universidad de Santiago de Chile, and Universidad Diego Portales.
Adimark produced prominent polls during presidential races involving candidates such as Patricio Aylwin, Eduardo Frei Montalva, Ricardo Lagos, Michelle Bachelet, Sebastián Piñera, Alejandro Guillier, and Joaquín Lavín. Its surveys tracked approval ratings for administrations including those of Ricardo Lagos, Michelle Bachelet, and Sebastián Piñera, and measured public sentiment on policy debates like the Chilean student protests (2011–2013), the 2019–2020 Chilean protests, and constitutional processes comparable to the 2019 Chilean national plebiscite. Media outlets such as El Mercurio (Chile), La Tercera, and Radio Cooperativa frequently published Adimark results alongside rival firms like Cadem and Activa Research. Adimark’s market studies informed corporate decisions at retailers including Jumbo (chain), Paris (department store), and supermarkets within Walmart Chile.
Adimark operated as a private company with ties to Chilean business networks and research consortia, interacting with consulting firms and academic partners such as Centro de Estudios Públicos (CEP), Latinobarómetro, and university research centers. Its corporate governance included executives who liaised with regulatory and statistical bodies like the Servicio Electoral de Chile and the National Board of School Aid and Scholarships (JUNAEB). Adimark’s ownership and client relationships paralleled structures seen in firms like GfK, Nielsen, and Ipsos, balancing commercial contracts with commissioned studies from foundations and nongovernmental organizations such as Fundación Chile and Fundación Avina.
Adimark, like many polling firms, faced scrutiny over sampling errors, question wording, and timing of releases during close electoral contests involving figures like Nicolás Maduro (in regional comparisons) and Chilean candidates including Sebastián Piñera and Michelle Bachelet. Critics from academic circles at Pontificia Universidad Católica de Chile and Universidad de Chile debated margin-of-error calculations and nonresponse bias in reports published by outlets such as El Mercurio (Chile). Disputes involving alleged partisan impact of polls have parallels with controversies surrounding Gallup and YouGov in other countries; these debates intensified during episodes like the 2017 and 2021 Chilean elections and the 2019 constitutional plebiscite. Regulatory conversations referenced institutions like the Servicio Electoral de Chile and professional guidelines from the American Association for Public Opinion Research.
Adimark’s polling shaped media narratives in newspapers such as La Tercera and El Mercurio (Chile), television coverage on Canal 13 (Chile) and TVN, and radio programming on stations like Radio Cooperativa and Radio Biobío. Its findings were used by political campaigns, parties including Concertación, Nueva Mayoría, Chile Vamos, Partido Socialista de Chile, and Unión Demócrata Independiente, and by policy analysts writing for think tanks like Centro de Estudios Públicos (CEP) and Libertad y Desarrollo. Adimark’s data contributed to academic research at institutions including Universidad de Chile, Pontificia Universidad Católica de Chile, and regional projects such as Latinobarómetro, affecting scholarly work on voting behavior, public opinion, and institutional trust across Latin America.
Category:Companies of Chile Category:Public opinion research