"Digital Ethnography: a study that utilizes observation and interactive techniques in one tool to gain insight into the behavior of women online”

Conducted by MultiFocus in partnership with Predicta (link site Predicta), this study provides an exclusive and in-depth look at the behavior of consumers online, considering what they say they do and what they actually do.

The tool, proprietary of both companies, allows one to observe a target audience on the internet for a determined period of time, tracking all the URLs accessed. These metrics are analyzed in conjunction with a 10 question survey on attitudes as well as an online chat with consumers.

METRICS observed:

• Online profile
• Sites visited
• Terms searched
• Tools used
• Most visited site category
• Time spent navigating
• Time of day spent surfing

Sample:

50 women
25-49 years old
Internet users
Residents of São Paulo
Socio-economic level B2/C (according to Brazilian Criteria)

Date: 2009

Language:Portuguese & English

"The cultural diferences of latin-american women and their influence on consumtion behavior and attitudes "

Emanating from different institutional studies conducted by MultiFocus and from a Desk Research of what has been published on the subject, this study illustrates the similarities and differences amongst Latin-American women.

The study provides quantitative and qualitative data of the following aspects:

• Socio-economic and cultural profiles of Latin-American countries, more specifically of: Brazil, Argentina, Mexico, Chile and Colombia
• The characteristics of each country’s people and how these influence the daily behavior of women in the different countries
• The social and moral values relevant to each country and how this impacts the consumption behavior of Latin-American women

Methodology: Desk Research

Date: 2008

Language: Portuguese & English

Heroes, super-heroes or anti-heroes...which are brazilian children’s favorite characters?

The repertoire of heroes that a child chooses from the television characters available goes beyond the simper super-hero. Today, characters are filled with important meanings that are important in the creation of their personality, with different dress-codes, aesthetic standards, genre representations and reflect the natural search of children for symbols that help them understand the world and how to behave in it.

The Kiddos’ Study, coordinated by Markwarld y La Madrid in Latin America and conducted by MultiFocus in Brazil, annually interviews close to 7,000 children in Latin America and amongst other things inquires into their favorite characters and personalities.

This study is based on the analyses of the results from one question in the Kiddos’ study realted to television characters.

Methodology: Based on Kiddos’ quantitative probabilistic study.

Samples: The sample is made up of 1,200 boys and girls, 6-11 years old, socio-economic class A, B and C and with and without Pay TV (75% of the Brazilian population do not have Pay TV) and who live in the major cities

Date: The data here presented refers to the phase of the study conducted in 2005-2006

Language: Portuguese & English

How a consumer chooses amongst premium, private label and second-rate brands

This study focuses on the discussion of consumer behavior vis à vis the choices they make between different brands in the food category.

It starts off presenting how consumers differentiate the various brands and what they consider a leading brand, a second-rate brand and a private label brand.

The study then identifies the personal values that are at play when the consumer favors one brand benefit over another and shows the relevance of these personal values for the different consumer profiles investigated.

Finally, the study analyzes the impact of the product category on the importance of each value associated to the brand and suggests a new division of brands that takes into account the relation between: consumer profile, relevant personal values and product category.

With this, the study offers another tool to identify brand positioning in the consumers’ mind and how well the brand is able to maintain a strong emotional relation with the consumer or if it runs the risk of being easily substituted in the point of sale.

Methodology: An institutional qualitative study conducted by MultiFocus with the use of individual in-depth interview and Laddering techniques.

Sample: The sample is made up of 1,200 boys and girls, 6-11 years old, socio-economic class A, B and C and with and without Pay TV (75% of the Brazilian population do not have Pay TV) and who live in the major cities.

Date: The data here presented refers to the phase of the study conducted in 2005-2006

Language: Portuguese & English