Native Brazilian market researcher Isabel Pinto, talks about some of the considerations needed when conducting research in Brazil - the sixth-biggest economy in the world.
Market researchers cannot simply apply the same techniques as they would do for Western markets, but instead they need to understand the demographic makeup of the people they’re researching. They also need to gain their trust before they can start extrapolating rich insights.
Brazilian’s are very willing to give their opinions but they don’t just give it to anyone. They don’t trust people they don’t know and it’s especially difficult to get inside people’s home, or even stop them on the streets. Violence is a reality and you don’t want to scare your respondents, right? So make sure you plan your panel recruitment carefully and gain their trust.
In Brazil, the way you conduct research has to be quick, precise and convenient for the respondent. “On the go”, “anonymous” and “really fast” are words that might convince them to answer your questions. Mobile and online surveys are good because they’re quick and there is no issue with personal safety. The incentives also need to be very good to persuade people to take part in research.
Once you have gained their trust Brazilians are really keen to give them your opinions. Especially if you tell them how important their opinions are - Brazilians love to feel important. If you become a “friend”, they will tell you everything, even if it’s a really long survey or your incentives are not that good.
Another important aspect is the cultural and social differences you will find in the same city, but with different neighbourhoods. The discrepancies in Brazil are massive, and you have to consider all the different demographics when you’re analysing your results.
It’s also worth noting when you’re planning your research questions that Brazilians are naturally very optimistic people, who expect the country’s economy to keep getting better and better.Photos Lyssuel Calvet