“MADE IN” Wave 2: Understanding Country-of-Origin Associations in Argentina, Mexico, Spain

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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.