Group2 - A group that analyzes a group is a GROUP2

This paper describes a qualitiative research technique developed by the Brazilian agency DCSNET Comunicações to understand the country's different consumer profiles and their regional particularities, especially in the growing younger section of the population.

Group2 - A group that analyzes a group is a GROUP2

DCSNET Comunicações

Brazil is experiencing a positive economic climate and companies are taking advantage: in less than 5 years consumers have increased by 20 million.

To reaffirm knowledge of different consumer profiles and their regional particularities, the agency has been looking for new ways to translate consumer behavior, especially the growing, concentrated and representative young public.

Dissatisfaction with the information obtained (even through the most modern research techniques) has forced us to come up with new methods. This began with games - imaging what new types of research could...

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