Research, Media and Society

Oriana Monarca White

Reports a major research study into the attitudes of Brazilian teenagers, sponsored by several local and multinational companies, non-governmental organisations, schools and the media.

Research, Media and Society

Oriana Monarca WhiteCPM Research Brazil

INTRODUCTION

The purpose of this paper is to show how marketing research, applied innovatively and interacting with companies, nongovernmental organisations, and the media, was able to spur the Brazilian society to modify its basic cultural values, thus becoming in itself an element of transformation.

The process here summarized is the result of a year of studies and endeavors. It was a process where large multinational companies such as IBM, NET Television, Avon, Faber Castle and Pepsi Cola, as well as domestic companies such as Editora Abril and Banco Ita,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands