Old criteria, new Brazil

Apr 10, 2012 2 Comments

The Critério Brasil is the standard criteria used to define the economic and social classes of the Brazilian consumer. But, in a landscape that has seen massive demographic changes in the last 10 years, are these criteria now out of date?

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Killing your gamified darlings

Apr 05, 2012 1 Comment

The news that a direction you’ve taken in business is the wrong one can sometimes be hard to swallow and as researchers it can be the hardest news to break to a client. Here Elias Veris shares his experience of accepting the bad news.

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MR Phrenology

Feb 28, 2012 4 Comments

Like the 19th century fad of Phrenology, Kyle Nel thinks the industry may well be focusing too much on the tangible and oversimplifying the consumer. What do you think?

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An Open Question to Young Researchers

Feb 21, 2012 9 Comments

ESOMAR Director General Finn Raben wants to know from the industry’s young researchers how they view ethics in Market Research.

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Brazilian Research in 2012 and Beyond

Feb 02, 2012 2 Comments

Caio Casseb looks at what 2012 holds for market research in Brazil, with input from Ana Claudia Alvarez of Pepsico and Karina Meyer of Ogilvy Brazil

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Let’s Play a Game of Jigsaw Puzzle

Jan 20, 2012 2 Comments

Putting Together Pieces of Data I loved putting together jigsaw puzzles as a child, searching for pieces that fit together. The greatest satisfaction emerged from the last piece, which always used to be a centre piece in the puzzle. When all the pieces got together, it would be my masterpiece. I guess this would have […]

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Why I Hate “Like”

Jan 17, 2012 12 Comments

Kyle Nel Time and time again in multiple organisations I have seen “good but not great” research results that lead to business decisions that do not move the proverbial needle for the retailer/brand/organisation. Why? If people like “it”, and say that they would likely buy/do whatever it is we asked in the research, why would […]

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