in arabic ‘more flowery’ ¡ 30-50% more words English -> German or French ¡ Longer words in German (concatenation) ¡ Tone of voice – casual first person v formal ¡ Right to left – directly transposable?
– symbol of celebration and luck, used in many cultural ceremonies that range from funerals to weddings. ¡ India – colour of purity (used in wedding outfits) ¡ Eastern cultures - signifies joy when combined with white ¡ South Africa = mourning Yellow = Coward? ¡ China – Nutritious ¡ Japan – courage ¡ India – merchants ¡ Egypt – mourning Green: adultery, islam, youth, Christmas, go, health Blue: heaven, spirituality, depression, sadness White: funerals, marriage, purity, peace ...beware use by political parties
basket Style Western style minimalist aesthetic does not work well in China Browse v search... Search engine efficacy is language dependent (e.g. Arabic) Cultural propensity towards browse, read editorial (display ads rather than PPC more effective) Technology and access Mobile in Japan, and new markets (Africa) Joined up countries – e.g. Estonia ...more?
there are approximately 142 million potential consumers in the Brazilian market. More and more companies are investing in emerging markets and they have a strong need to understand these users.
to build a dictionary, where the entries were in Brazilian Portuguese. “They said their primary focus was the Brazilian market” Carlos Amaral – Priberam’s Executive Director
The sixth largest world economy Many companies are now having to rush in to understand Brazil and its users so that they can have a good chance of success. Why should we care?
Interviews Focus groups… Understand your user…how? But in order to do that we also need to be aware of cultural traits as they can impact our research.
grew 12.8% Class C grew 11.1%. 48.7 million Brazilians entered classes A, B and C a number bigger than the population of Spain. The bottom end of the pyramid, classes D and E, shrunk almost 34%!!! So, the equivalent to half the UK population has climbed up on the social strata from 2003 to 2011.
MINIMUM WAGE (MW) MONTHLY FAMILY INCOME (R$) A Above 20 MW R$ 12,440 (4,300 GBP) or more B 10 to 20 MW from R$ 6,220 a R$ 12,440 (2,150 – 4,300 GBP) C 4 to 10 MW From R$ 2.488 a R$ 6.220 (860 – 2150 GBP) D 2 to 4 MW From R$ 1.244 a R$ 2.488 (430 – 860 GBP) E Up to 2 MW Up to R$ 1.244 (430 GBP) Source (Brazilian Geography and Statistics Institute – IBGE)
Brasil’ but it has its peculiarities. One of the main concerns when using this assessment is getting a good idea of consumers’ buying power. In Brazil you can buy anything in installments…ANYTHING!
into buying power as anyone can afford pretty much anything. It is not uncommon to see houses in the ‘favelas’ with flat screen TVs and computers. Getting international clients to understand this is not always easy. Eduardo Monteiro/EXAME.com
love to interact with people. They like to help people and show hospitality. This makes moderating hard and extra care must be taken to avoid the ‘Observer-expectancy effect’, whilst making participants feel comfortable at the same time.
allow you to retrieve some very rich information. But sometimes it also can create some awkward situations where you must put on your best poker face! And it can extend the session if you are not careful!
for Brazilians to do a house tour on your first visit. Ethnographer’s paradise!!! It is also good manners to offer visitors food and drink. Accept something, not having anything is considered rude.
a country where you do not speak the language, consider having simultaneous translation in the observation room. Tips: - Tell the translator to translate as quickly as possible what he is hearing. - - If locals are moderating ask for ones that can speak English. - - After each session, hold debrief sessions with the moderators where you can clarify any questions you may have had from the translation.
culture full of peculiarities and idiosyncrasies. Things are happening extremely fast. In the next 10 years there will be a huge number of consumers entering the digital world without any prior knowledge or experience due to digital inclusion policies, economic growth and buying power increase. In other words…we have a lot of work to do! Thank you!
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