Article by ICG member Jeff Deighton, Insight Engineers.

The second wave of our conversational AI moderated tracker in three Spanish speaking countries – Argentina, Mexico, Spain – ran at the end of May 2026, asking consumers in each country about their associations and feelings of products and goods made in each of those three countries.

We utilised a consistent set of questions to Wave 1 (EU3) administered by our trained AI Avatar (Izabella) to probe & ladder participants in each country about: –

• Their perceptions of products & goods made in each country.
• What is a typical product in that country and what makes it unique to that country.
• How they feel in general about goods made in that country (very positive to very negative) and why?
• Which country has the best reputation for making cars nowadays (W1 – Electronic Goods), out of these 3 countries and 9 other main economies.

Full article here