The largest country in Latin America by landmass, encompassing almost half the continent, Brazil is a vibrant country with a developing economy. The capital of Brasília was built in the mid 20th century to move the seat of government away from its previous home of Rio de Janeiro, with the intention of reducing the concentration of power and wealth in Brazil’s major coastal cities.
Brazil was a colony of Portugal from the 16th to the early 19th century, and was formally recognised as the independent Empire of Brazil in 1825. Portuguese is the most widely spoken language across the country and most market research needs to be conducted in Portuguese since less than 5% of the population speaks English. Face-to-face market research in Brazil is mostly concentrated in São Paulo but FieldworkHub also has capabilities in other cities, including Rio de Janeiro, Belo Horizonte and Fortaleza.
The services sector makes up 73% of Brazil’s economy, with financial services a particular strength. Although manufacturing only accounts for 21% of the country’s GDP, it is still the second-largest manufacturing economy in Latin America after Mexico. Key aspects of Brazil’s manufacturing industry include cars, steel, petrochemicals and aircraft.
6% of the country’s GDP is based around agriculture, and it has been the world’s largest producer of coffee for 150 years. 60% of the Amazon rainforest lies within Brazil’s borders, making it the most biodiverse country on Earth. Brazil is an important exporter of agricultural products such as beef, coffee, cotton, corn, rice, soya beans, wheat and sugar.
Acre Time UTC -5
Amazon Time UTC -4
Brasília Time UTC -3 (93% of population lives in this zone)
Fernando de Noronha Time UTC -2
Focus groups allow participants to combine experiences and perspectives to explore ideas in depth. Commonly used during creative and conceptual development, they help you understand your customers’ needs, perceptions, and beliefs.
In-depth interviews (IDIs), where a moderator interviews a single respondent, can be conducted face-to-face, online, or over the phone. They are ideal for B2B research and for exploring delicate subjects with consumers and hard-to-reach groups.
Ethnographic research is a qualitative research method in which the researchers observe participants using a product or service, or carrying out other activities, in their own environment, typically at work or at home.
An online bulletin board (OBB) is an online forum for qualitative market research that enables participants to log into to carry out research tasks or reply to questions asked by a moderator at their own pace, typically over a period of a few days.
A market research online community (MROC) is similar to an online bulletin board (OBB). However, unlike an OBB, on online community may be used to serve multiple purposes, and the community may remain active for weeks, months or even years.
User experience (UX) testing is a qualitative research methodology which involves directly observing and interviewing a participant using a product or service. It is widely used for testing new versions of apps and websites before they are launched.
Customer experience (CX) testing evaluates how customers interact with a product, service, or digital platform. It helps identify usability issues and overall satisfaction to improve the customer journey and ensure a smooth and enjoyable experience.
A video survey is a type of unmoderated qualitative research in which survey takers respond to a series of instructions or questions by making short videos using their smartphone, either in ‘selfie’ mode or to record an activity.
Vox pop research involves making recordings of people, usually members of the public, responding to questions. These clips are often used in research to illustrate public opinion on widely known topics, brands, or products.
Online surveys are a cost-effective research method with great flexibility in design. Automated data handling allows the results to be available quickly and many online surveys can be completed on smartphones, helping to improve the response rate.
CATI (computer-assisted telephone interviewing) leverages technology to reach those who aren’t online. CATI interviews follow an electronic script with built in routing and type in the respondent’s answers to each question as the interview proceeds.
CAPI (computer-assisted personal interviewing) is a form of face-to-face interviewing where the interviewer reads the survey questions from a tablet device and inputs the respondent’s answers directly to the device.
Our client wanted to understand how WhatsApp and Facebook users in Brazil perceive the brand’s communication with them. We validated respondents’ social media usage, where our services also included providing a Portuguese speaking moderator to engage with and encourage respondents to complete tasks given.
Our client wanted to gain insights from parents of children aged 0 to 5 years, who were social media users and had to be members of parenting and/or health groups. We were asked to recruit respondents for a mix of in-home and in-facility sessions, each lasting 90 minutes, over two days in São Paulo, Brazil.
We conducted OBBs in Germany, India, Brazil, and Japan with kids, tweens and teens aged 6-17 to explore how children engage with GenAI tools. Participants tested several AI apps in sequence over a period of six weeks and shared insights on usability, preferences and learning potential.
A global technology firm wanted to understand news and information consumption behaviour of 16–24-year-olds in the USA and Brazil. We were asked to recruit 40 respondents per market for an online bulletin board. The client was keen to find a mix of gender, age. ethnicity/race, socio-economic status and location.
FieldworkHub was asked to assist a multinational technology company to improve their internet app, games and content store in Brazil and India. The client wanted to understand the motivations (explicit and observed) of existing frequent users to help prioritise future development of the store.
FieldworkHub source vox pop video clips with 25 consumers aged 22 to 60, who described themselves as empowered. Five respondents were recruited in each of five countries, with each respondent creating a series of videos explaining how and why they now feel empowered.
