Study of reconciliation and polarization in Colombia

Building reconciliation from its core

What is it?

In conjunction with the Canadian Embassy, we conducted the second part of this audience segmentation study on polarization in order to develop reconciliation narratives in Colombia.

Challenge

Filling the knowledge gap around the dynamics of polarization in Colombia.

Strategy

We developed a survey and statistical analysis, with national representation, on six topics: peace, social protest, corruption, gender and LGTBI rights, environment and Venezuelan migration. We identified the existence of subgroups that compose the Colombian population in relation to their moral beliefs. Finally, we developed a set of communication tools and best practices, as well as a campaign to fight xenophobia and polarization.

Homogenization

Hearings

Lack of knowledge

Empowerment

Division

Collectivity

Our impact

people surveyed throughout the country to demonstrate the moral profiles of the Colombian population.
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psychographic clusters were identified: Traditionalists, Indifferent, Pessimists, and Vocalists.
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we identified the influence of the Colombian moral base.
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we gather knowledge to understand and disarticulate the dynamics of polarization in the country.
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The time difference is not a problem, here we move around the world.
Bogotá, Cali, Buenaventura, Quibdó, Montería, Mexico City, Barcelona, Santiago de Chile, Antananarivo, Cape Town.

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