Johnson & Johnson
Market Research Data Skews Positive in Brazil
As we all know, an integral part of market growth strategy is to make sure that
you know what your customers want, and then to provide them with it - at the
right price, at the right time ' through market research. It will guide you in
making strategic business decisions, uncovering unmet customer needs, and help
you discover new ideas for products.
you know what your customers want, and then to provide them with it - at the
right price, at the right time ' through market research. It will guide you in
making strategic business decisions, uncovering unmet customer needs, and help
you discover new ideas for products.
At last year's TMRE,
Suzana Pamplona Miranda, Director of Strategic Insights and Business
Intelligence at Johnson & Johnson Brazil, sat down with IIR's Marc Dresner
to discuss the state of market research
in Brazil.
Suzana Pamplona Miranda, Director of Strategic Insights and Business
Intelligence at Johnson & Johnson Brazil, sat down with IIR's Marc Dresner
to discuss the state of market research
in Brazil.
According to Miranda, data from Brazilian respondents tends
to skew positive. ''It's difficult for a Brazilian to disagree,' she said. People
in Brazilian society tend to try to be nice, and establish sympathy, so this drastically
impacts their answers when it comes to market research.
to skew positive. ''It's difficult for a Brazilian to disagree,' she said. People
in Brazilian society tend to try to be nice, and establish sympathy, so this drastically
impacts their answers when it comes to market research.
There are many ways in which we address that depending on
the way we are running the research. Miranda said that in qualitative it is
very important to pay attention to what is not set. And, in quantitative it is
very important to establish a dialogue.
the way we are running the research. Miranda said that in qualitative it is
very important to pay attention to what is not set. And, in quantitative it is
very important to establish a dialogue.
'Try to use the consumer language to make them feel
comfortable and feel like they are really chatting with you,' she explained.
comfortable and feel like they are really chatting with you,' she explained.
Research is not just about one type of approach ' it is
about complimentary types of understanding that when put together, it becomes
part of a comprehensive understanding of the reality. 'Our role as researchers is to choose the
right way for that specific problem,' commented Miranda.
about complimentary types of understanding that when put together, it becomes
part of a comprehensive understanding of the reality. 'Our role as researchers is to choose the
right way for that specific problem,' commented Miranda.
These days, her team at Johnson & Johnson use both
online and offline data for research. Brazil is, in fact, the second largest
country of Facebook users with only 40 percent of Internet penetration in
Brazil currently.
online and offline data for research. Brazil is, in fact, the second largest
country of Facebook users with only 40 percent of Internet penetration in
Brazil currently.
Check out the full
interview below:
interview below:
Want to learn more and meet experts just like Miranda in
person? Register for TMRE 2013 today! Click here: http://bit.ly/16zVuM8
person? Register for TMRE 2013 today! Click here: http://bit.ly/16zVuM8
Amanda Ciccatelli,
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry. She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.
Social Media Strategist at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. She previously worked at Technology Marketing Corporation as a Web
Editor where she covered breaking news and feature stories in the tech
industry. She can be reached at aciccatelli@iirusa.com. Follow her
at @AmanadCicc.
