Groningen students conduct market research in Chile

News item | 15-07-2026 | 22:52

From mid-April to the end of May 2026, twelve students from IBR Groningen were based in Santiago. IBR Groningen is a project for students of the Faculty of Economics and Business at the University of Groningen, in which market research is carried out for Dutch companies in markets outside Europe. This year, the project focused on Brazil and Chile. In Chile, we conducted research for five Dutch companies and collaborated with a diverse range of Chilean stakeholders across various sectors.

During their stay, they worked in pairs on research assignments for five Dutch companies, covering topics ranging from market entry analysis to internal business questions. Most of these companies operate in the maritime sector, though the projects were varied and also extended to the beverage and food industries. The conversations with Chilean stakeholders provided valuable insights into the local market, culture and business practices. They were all pleasantly surprised by their warmth, openness and willingness to support their research.

The Dutch Embassy in Chile supported the team throughout the project by making its local knowledge and network available. They also had the opportunity to visit the Embassy to present the research findings and to attend the King's Day reception — an interesting look into Dutch representation in Chile and a meaningful addition to their time in the country.

Beyond the research itself, there was also room to get to know Chile from a broader social perspective. One weekend, the team volunteered at a shelter for girls in Santiago, where they organised activities together, including making bracelets and sushi. This was a highlight of their stay and gave them a more personal connection to the country.

 

 

On weekends, they travelled to different parts of Chile to explore the country further. They visited Pucón, where they climbed the Villarrica volcano, enjoyed a wine tasting in Santa Cruz, and spent a weekend in Valparaíso, exploring its colourful streets and beaches. These trips gave them a deeper appreciation of Chile's stunning nature and remarkable diversity.

They look back on their five weeks in Chile with great fondness. The project gave them the opportunity to gain international hands-on experience, collaborate with Dutch companies, and immerse themselves in the Chilean business and social context. The research has since been completed, and back in the Netherlands the findings are being presented to the participating companies.

They hope the recommendations contribute to the further development of their activities in Chile and to future collaboration between Dutch and Chilean organisations.