The market research scenario in Brazil

Market research arrived in Brazil in the late 1920’s, brought here by companies and advertising […]

Market research arrived in Brazil in the late 1920’s, brought here by companies and advertising agencies from the United States. Attracted by the growing industrial activity, promoted by the coffee industry, these companies and agencies introduced Brazil to advertising and market practices with the goal to understand their new consumers’ profile and habits.

These companies then started to make their advertisement, based on the results of their research and adapting their message and products to the Brazilian public. With that we can see that, even though time goes by, the process remains basically the same: after making the research and analyzing the data obtained through it, changes are made for the client to reach their goal.

The first ever record of a market research made in Brazil goes back to 1934. The goal was to study the habits of Brazilian coffee consumers and then create an advertisement campaign. Since then more and more market research or opinion research companies have been created in Brazil, and big names from the research worldwide scenario have chosen to establish a base here as well.

Besides that, an ever growing number of companies from all areas are realizing research is crucial for them to survive in the market, as well as to keep improving their users’ experience. It is an area that has been consistently growing over the last few years, and tends to continue doing so.

But, as expected, time goes by and requires adaptation. After all, societies change and, with it, consumers’ needs and market trends. This adapting process, or changes, that market research has been through have a direct impact in its present and future.

For example: companies and agencies work with many clients, including the ones who can’t deal with raw data, so they also need to hire a data analysis service. This contributes to a trend of more minimalist result presentation, with fewer graphics and reports (unless that’s what the client wants) and more objectivity and creativity, delivering the results in a more objective way with personalized outside-of-the-box solutions that can even help to view unexpected opportunities.

Another change came along with technology, which evolved and added new methods to the research-making process both in the collection and analysis of data. In-person research still holds its very important part, but the amount of research being made through mobile devices like cell phones, the so called mobile research, increases each year. This is not such a surprise though, since 5 billion people worldwide have cell phones now. In Brazil, 134 million people use the internet; this represents 74 percent of the population over 10 years old. 99 percent of this internet usage is through a cell phone. This also makes companies invest more on social media, so they can stay close to their customers all the time.

But this expansion in the use of mobile devices can cause a feeling of detachment, so brands and companies are also turning their attention to their users’ experiences and opinions. This has helped shape another trend: the “more human approach” one, whose focus is in what the respondent or user tells. This kind of approach is more qualitative, and its goal is to help the user to develop a deeper connection with the client’s company or brand.

Trends are then pointing to a future where mobile research is more and more frequent, where results presentation is more concise and creative and where the biggest focus is on the user’s experiences and opinions, so the client knows what to do to deepen their relationship with them. These goals, and many others, can be reached through high quality research, done by Smart’s agile team.