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...