Draft:Cadem

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Draft:Cadem


Cadem
TypePrivate
IndustryMarket research
Public opinion research
Founded1974
FoundersJorge Steiner
Pier Zaccaría
Luis Alfredo Lagos
María Cristina Moya
HeadquartersNueva de Lyon 145, Providencia,
Santiago
,
Chile
Key people
Karen Thal (chair of the board)
Roberto Izikson (general manager)
ServicesMarket research, public opinion studies, political polling
Number of employees
120 permanent staff and about 700 fieldworkers (2017)
Websitewww.cadem.cl

Cadem is a Chilean market research and public opinion research company based in Santiago, Chile. Founded in 1974, it conducts commercial market studies, social research and public opinion polling, including the Plaza Pública survey series.[1][2] In 2012, the company incorporated Iccom, another Chilean firm in the same sector.[3]

By 2017, Cadem had 120 permanent employees and about 700 fieldworkers.[4] That year, La Segunda described it as one of Chile's three largest market-research companies, together with Ipsos and GfK Adimark.[5]

History

Cadem was founded in early 1974 by Jorge Steiner, Pier Zaccaría, Luis Alfredo Lagos and María Cristina Moya.[1] Its name was inspired by Idem, a market-consulting company where Steiner had worked before that firm left Chile during the government of Salvador Allende and the Popular Unity coalition.[5] Steiner was the company's first president and remained in that position at least until 2019.[6]

In 2012, Cadem acquired Iccom, a company that also operated in market and public opinion research. El Mostrador reported that the transaction made Cadem the third-largest company in its field in Chile at the time, after Adimark and Ipsos.[3] The same newspaper later published details of the corporate restructuring that preceded the integration of Iccom into Cadem.[7]

The company began publishing Plaza Pública, its regular public opinion survey, in 2014.[2] Roberto Izikson, who had previously worked at Adimark and in the first administration of Sebastián Piñera, became associated with the project after leaving government service.[3][7]

In October 2019, Cadem underwent changes to its board. Management proposed Matías Claro, general manager of Grupo Prisma, as board president, with the support of former labour minister Ricardo Solari and Gabriel Galgaro, general manager of Cisco in Chile.[1] In 2023, Karen Thal became chair of the board and Roberto Izikson became general manager.[8]

Services

Cadem conducts qualitative and quantitative research for companies, public institutions and other clients. Its published services include face-to-face, telephone and web surveys, focus groups, ethnographic studies, advertising tests, customer-experience studies, electoral studies and market segmentation research.[9]

The company also operates Cadem Online, a web panel used for online surveys. Cadem's website states that the panel includes more than 400,000 registered participants in Chile.[10]

Plaza Pública

Plaza Pública is Cadem's public opinion survey series. The company states that it has measured Chilean public opinion weekly since 2014.[2] Its results have been cited by international media and policy publications in coverage of Chilean politics, including The Guardian, Reuters, Americas Quarterly and the European Parliamentary Research Service.[11][12][13][14][15]

In March 2026, Cadem announced a change in the methodology of Plaza Pública. After 635 measurements and more than 444,000 people surveyed, the company said that the study would move from telephone interviews by mobile phone to an online panel, increase each measurement from 700 to 1,000 cases, and be published twice a week.[16] The methodological document published by Cadem described the new design as a non-probability sample with quotas by age, area and socioeconomic level, with gender composition monitored and panelists selected within defined cells.[17]

Management

As of 2026, Cadem's website listed Roberto Izikson as general manager. Other executives listed included Montserrat Copaja, Andrés Costas, Víctor Solervicens, Tomás Correa, María José O'Shea and Daniela Aránguiz. The board was chaired by Karen Thal, with Cecilia Guzmán, Alberto Etchegaray and Alejandro del Basto listed as directors. The Plaza Pública advisory council included Eduardo Valenzuela, Susana Claro, Javier Sajuria, Cristina Orellana and Ricardo Solari.[10]

Criticism and methodological debate

Cadem's political polling has been discussed critically in Chilean media and academic-journalism outlets. Criticism has focused mainly on sampling methods, question wording and possible conflicts of interest connected with political consulting and government contracts.[18][19][7]

A 2019 article in Doble Espacio, a publication associated with the University of Chile School of Journalism, questioned the representativeness of some Chilean opinion polls, including Cadem's. The article stated that Cadem used telephone surveys based on a proprietary database of mobile phone numbers; it argued that people outside that database had no chance of being sampled and criticised limited public information about the construction and size of the database, the sampling universe and the profile of respondents.[18]

Cadem has also faced criticism over the wording of some questions in political surveys. In 2020, El Desconcierto reported criticism of a question about the Chilean constitutional process that some critics described as leading.[19] In 2022, the same outlet reported criticism by pollster Marta Lagos after Roberto Izikson described the 2022 constitutional plebiscite as an open race shortly before the vote.[20]

The 2026 change from telephone polling to a web panel also drew criticism. A column published by CIPER Chile argued that the new design increased the role of voluntary participation and non-probability sampling, and that quotas and weighting could not by themselves eliminate self-selection bias.[21] Cadem's own methodological document stated that the change included controls intended to reduce coverage, non-response and measurement biases, including quotas, weighting to official population parameters and online quality controls.[17]

See also

References

  1. ^ a b c Ahumada, María José (29 September 2019). "La reinvención de Cadem". La Tercera (in Spanish). Retrieved 28 December 2020.
  2. ^ a b c "Plaza Pública" (in Spanish). Cadem. Retrieved 14 June 2026.
  3. ^ a b c "La irrupción de Cadem en la guerra por la influencia de las encuestas que manejan la agenda política". El Mostrador (in Spanish). 13 May 2014. Retrieved 14 June 2026.
  4. ^ "Cadem en el ojo del huracán". Radio Universidad de Chile (in Spanish). 28 November 2017. Retrieved 14 June 2026.
  5. ^ a b Pérez Villamil, Ximena (5 June 2017). "Trabajó para el gobierno de la UP y hoy es uno de los dueños de la firma, que también hace el trabajo de campo para la CEP. Sólo Roberto Izikson colaboró en el gobierno de Piñera". La Segunda (in Spanish). Retrieved 28 December 2020.
  6. ^ Santa María, José Tomás (4 September 2015). "Cadem repasa sus 42 años de historia y fija sus metas: "Queremos liderar este mercado, con la excelencia de una empresa boutique"". Pulso (in Spanish). La Tercera. Retrieved 28 December 2020.
  7. ^ a b c Herrera, Arak; Barrera, Bárbara (29 May 2017). "Cadem: el estrecho vínculo con Piñera de la encuesta que marca la agenda política". El Mostrador (in Spanish). Retrieved 28 December 2020.
  8. ^ "El Mercurio | Cambio en el equipo en Cadem: Karen Thal asume presidencia y Roberto Izikson la gerencia general". Cadem (in Spanish). 5 December 2022. Retrieved 14 June 2026.
  9. ^ "Nuestras metodologías" (in Spanish). Cadem. Retrieved 14 June 2026.
  10. ^ a b "Sobre Cadem" (in Spanish). Cadem. Retrieved 14 June 2026.
  11. ^ Bartlett, John (15 November 2019). "'The constitution of the dictatorship has died': Chile agrees deal on reform vote". The Guardian. Retrieved 14 June 2026.
  12. ^ "Chile conservative Kast maintains lead in final pre-election opinion polls". Reuters. 6 November 2021. Retrieved 14 June 2026.
  13. ^ "Chile election poll shows race tightening as polarized showdown nears". Reuters. 14 December 2021. Retrieved 14 June 2026.
  14. ^ Ibáñez, Graciela (20 August 2025). "Chile's Right Is Gaining Momentum". Americas Quarterly. Retrieved 14 June 2026.
  15. ^ Jütten, Marc (October 2025). Chile ahead of the 2025 elections: Will the political pendulum swing from the left to the far right? (PDF) (Report). European Parliamentary Research Service. Retrieved 14 June 2026.
  16. ^ "Plaza Pública Cadem realiza cambios importantes a partir del 11 de marzo del 2026" (in Spanish). Cadem. 11 March 2026. Retrieved 14 June 2026.
  17. ^ a b Diseño metodológico Plaza Pública Cadem 2026 (PDF) (Report) (in Spanish). Cadem. March 2026. Retrieved 14 June 2026.
  18. ^ a b Freire González, Valentina; Torres Lefiu, Francisca (3 November 2019). "El malestar de la ciudadanía: Credibilidad y representatividad de dos encuestas de opinión". Doble Espacio: Revista de Periodismo (in Spanish). University of Chile. Retrieved 14 June 2026.
  19. ^ a b Espinoza, Gonzalo (4 February 2020). "«Si imagináramos que la Constitución es una casa»: La «tendenciosa» pregunta que genera críticas hacia la encuesta Cadem". El Desconcierto (in Spanish). Retrieved 28 December 2020.
  20. ^ Escobar Salinas, Rubén (2 September 2022). "Roberto Izikson afirma que hay "un escenario abierto" para el Plebiscito". El Desconcierto (in Spanish). Retrieved 14 June 2026.
  21. ^ "Nueva metodología Cadem y el arte de parecer riguroso". CIPER Chile (in Spanish). 30 March 2026. Retrieved 14 June 2026.

Category:1974 establishments in Chile Category:Companies based in Santiago, Chile Category:Chilean companies established in 1974 Category:Market research companies Category:Privately held companies of Chile Category:Public opinion research companies

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