Types of Market Research

Almost every time we think of market research, the name of IBOPE comes to mind.

A consolidated institute in public opinion and consumer behavior.

It so happens that IBOPE, the Brazilian Institute of Public Opinion and Statistics, it no longer exists.

It was renamed IPEC, Intelligence, Research, and Consulting, while the audience area was fully incorporated by Kantar Group.

The importance of this movement for small entrepreneurs is almost nil, since institutes of this size charge dearly for the information they generate.

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“I've never seen or eaten
I just hear you say”

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As in the song “Caviar" sung by Zeca Pagodinho, composed by Carlos Roberto Ferreira Cesar/Marcos Antonio Diniz/Luiz Alberto Chavao De Oliveira.

It remains for small and medium-sized entrepreneurs and businesswomen to do their own thing or hire smaller consultancies.

“Turn 30” from market research

Google offers a good set of resources for preliminary analyses, which, if well combined, can lead to good insights.

Google Street View - put the little doll to walk on the streets and capture the feeling of that place.

Sometimes the street view is from a few years ago, but that doesn't mean it's outdated, the feeling can still be captured.

Observe the vehicles that circulate, what their pattern and state of maintenance are.

Cars are a good reference for consumption profiles, as they are Reasonably tabulated throughout the national territory.

Infrastructure, observe the pavement pattern, the width of the streets, if they are in good condition, if there is plundered equipment.

This will give you an overview of the weather in that place.

Business analysis, look for large retail chains, they are a good sign that there is an opportunity there, since they do a lot of research before opening each store.

It's like you're taking a ride from their studies.

Observe the facades and the general condition in which they are located, detonated facades may be a sign of decay.

Hot tip: if you have a property and want it to appear better on Street View you can Hire a photographer to get to your point and take some photos that will be highlighted on the Google map.

Google Earth, now let's look over it, interpreting the satellite images.

In the past, when Geomarketing systems were not yet available, many companies carried out helicopter flights to assess regions.

Now you can do the same without leaving your home. It is enough to educate the eye to see opportunities from above.

Measure the level of afforestation in the place, the more wooded the better.

Note whether the streets are wide for cars to park on both sides, whether there are squares and other leisure areas.

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Look for swimming pools and backyards and check their quantity in relation to the total number of households, this will give you an overview of the standard of living there.

Look for tall buildings, a sign that the land there is valued.

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Hot tip: try to notice if the roofs are new, the older ones are darkened.

Observe the roofs of the houses, whether they are gray or in reddish tones.

Gray roofs use cheaper materials such as zinc, cement, or other metals.

Roofs in reddish, earthy, light beige tones use more noble materials.

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This is a tip used by the founder of Bradesco, Amadeu Aguiar, published by Alcides Tápias in the book I Learned from My Boss:

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“If he saw new roofs around the neighborhood, he would have the branch opened. Because a new roof was a sign of reform, and reform is a sign of money in the region”

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Google Trends, analysis of search terms by city

Search for the terms most related to your business, filter the results by State and then City.

You'll get a sense of how interest varies by region.

A city looks more for one brand than another, for example.

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Opinion Research

You want to know something very specific, the kind that doesn't have anything on the internet or in news stories yet.

Like people's preference for some type of food, or local artist.

You can order a survey online, which isn't cheap, but it's fast and efficient.

At the end, you will know what people really feel about your brand and your competitors. That's worth a lot!

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Geomarketing

With Geomarketing it is possible to understand the characteristics of the target markets.

By knowing more about their places of operation, it is possible to direct offers, marketing messages and align product categories.

Access the Geomarketing Manual and start to specialize in these analyses

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Field Research

Many people think that with all the available technology it is no longer necessary.

It may no longer be mandatory for all regions under review, you can use the resources above to filter the places where you are going to go deeper, but nothing beats a trip to the place where things happen.

Michel Klein, who is a billionaire, started a commercial real estate company and does not give up visiting the points he is going to buy and then rent to large companies such as C&A and even to Casas Bahia and Ponto Frio.

Try to visit the points at different times during business hours, morning and afternoon.

The idea is to spend the day around the commercial region in question, going back and forth with the crowds.

See where the main junctions of the home-work flow are, talk to the trustees of commercial buildings, which are usually the tallest, and try a way to go up to the roof to get an overview of the whole. Take lots of photos with a good camera.

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Alert for idioms

Beware of trendy businesses, which seem strong for a while, with long lines and few stores in the region.

A business that is trending will appear Hot on Google Trends, will have a lot of media coverage and little competition in a Geomarketing analysis. This gives the impression that the opportunity is incredible.

Over time, fashion may pass or other competitors may arrive.

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Take the famous case of how the supermarket chain Tesco used market research to stand out in South Korea.

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