Tuesday, September 10, 2013

Market Research Data Skews Positive in Brazil

As we all know, an integral part of market growth strategy is to make sure that you know what your customers want, and then to provide them with it - at the right price, at the right time – through market research. It will guide you in making strategic business decisions, uncovering unmet customer needs, and help you discover new ideas for products.

At last year’s TMRE, Suzana Pamplona Miranda, Director of Strategic Insights and Business Intelligence at Johnson & Johnson Brazil, sat down with IIR’s Marc Dresner to discuss the state of market research in Brazil.

According to Miranda, data from Brazilian respondents tends to skew positive. ““It’s difficult for a Brazilian to disagree,” she said. People in Brazilian society tend to try to be nice, and establish sympathy, so this drastically impacts their answers when it comes to market research.

There are many ways in which we address that depending on the way we are running the research. Miranda said that in qualitative it is very important to pay attention to what is not set. And, in quantitative it is very important to establish a dialogue.

“Try to use the consumer language to make them feel comfortable and feel like they are really chatting with you,” she explained.

Research is not just about one type of approach – it is about complimentary types of understanding that when put together, it becomes part of a comprehensive understanding of the reality.  “Our role as researchers is to choose the right way for that specific problem,” commented Miranda.


These days, her team at Johnson & Johnson use both online and offline data for research. Brazil is, in fact, the second largest country of Facebook users with only 40 percent of Internet penetration in Brazil currently. 

Check out the full interview below:




Want to learn more and meet experts just like Miranda in person? Register for TMRE 2013 today! Click here: http://bit.ly/16zVuM8



Amanda Ciccatelli, Social Media Strategist at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the tech industry.  She can be reached at aciccatelli@iirusa.com. Follow her at @AmanadCicc
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