It's not what you do, it's the way that you do it: How sustainable research got eye-opening results for PepsiCo in understanding the emerging middle classes in Brazil

This article explains how PepsiCo, the soft drinks company, used sustainable research methods to understand how the Brazilian emerging middle classes felt about its advertising and its brand.

It's not what you do, it's the way that you do it: How sustainable research got eye-opening results for PepsiCo in understanding the emerging middle classes in Brazil

Ana Alvarez and Fiona BladesPepsiCo and MESH

Summary

This partnership involved three parties: PepsiCo, MESH and Sustainable Research communities in Brazil. By creating a more respectful and ethical way of conducting research, we gained unprecedented access to the lives of people living in favelas in Sao Paulo. Within this structure we employed advanced research methods, including Real-time Experience Tracking to understand how the emerging middle class was interacting with soft drinks...

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