Qualitative Research
Uncover the “why” behind consumer behaviors with Virtuo Research’s qualitative methodologies. Our expert moderators employ ethnographic immersion, in-depth interviews, and dynamic group discussions to reveal cultural nuances and emotional drivers unique to Brazil and Latin America. We create environments for authentic expression that transform conversations into strategic insights—illuminating decision pathways, brand perceptions, and innovation opportunities that help you connect meaningfully with Latin American consumers.
Ethnography
Ethnography is an immersive approach that allows for deep understanding of consumer behavior in their natural environment. At Virtuo Research, our specialized ethnographers observe and document how people interact with products and services in real contexts, revealing unique cultural insights from Brazil and Latin America that traditional methods cannot capture. This methodology is particularly valuable for companies seeking to understand specific cultural nuances that influence purchasing decisions and product usage in the region.
In-depth Interviews
Our in-depth interviews go beyond superficial responses, exploring underlying motivations, beliefs, and values of Latin American consumers. Conducted by experienced and culturally attuned moderators, these individual 60-90 minute conversations allow you to understand the “why” behind consumption decisions. We use advanced projective techniques and customized protocols to reveal insights that participants often cannot articulate directly.
Focus Group Discussion
Virtuo Research focus groups bring together 6-8 carefully selected participants for dynamic discussions moderated by experts. Our unique approach incorporates projective techniques and creative exercises adapted to Latin American cultural sensitivities, generating authentic conversations that reveal collective perceptions, social influences, and emotional reactions to concepts, products, or communications. We offer modern facilities in major cities across Brazil and LATAM, with live streaming capabilities and simultaneous translation.
Dyads, Triads
Dyad (two participants) and triad (three participants) sessions offer an ideal balance between the depth of individual interviews and the dynamics of traditional focus groups. This methodology is particularly effective for exploring sensitive or complex topics, where interaction between participants with similar experiences generates richer insights. At Virtuo Research, we use this approach to study consumption relationships, shared decisions, and interpersonal influences, with protocols specially developed for the Latin American context.
Family Interviews
Our family interviews capture the unique dynamics of consumption decisions in the Latin American family context, where purchases frequently involve multiple decision makers. Conducted in the home environment, these sessions reveal natural interactions, influence hierarchies, and negotiation processes that affect product and service choices. This methodology is ideal for categories where decisions are shared or influenced by different family members, such as food, entertainment, technology, and major purchases.
Mystery Shopping
Our Mystery Shopping service objectively evaluates customer experience through trained mystery shoppers who interact with your brand as ordinary consumers. With rigorous protocols and structured evaluations, we measure critical aspects such as customer service, procedure compliance, product presentation, and store environment. We offer comprehensive coverage throughout Brazil and major Latin American markets, with detailed reports that identify specific improvement opportunities and competitive advantages.
Workshops
Workshops facilitated by Virtuo Research are structured collaborative sessions that bring together stakeholders, experts, and consumers to solve specific business challenges. Using methodologies like Design Thinking and Innovation Sprints adapted to the Latin American context, our experienced facilitators guide participants through creative processes that transform insights into actionable solutions. These workshops are particularly effective for product development, concept refinement, and strategic planning with cultural sensitivity.
Co-creation Sessions
Our co-creation sessions eliminate barriers between brands and consumers, directly involving your target audience in the innovation process. Through carefully designed interactive exercises, we facilitate collaboration between consumers and development teams to create concepts, products, and services that truly resonate with the Latin American market. This approach significantly reduces launch risk and increases adoption rates by incorporating the consumer voice from the beginning of the development process.
Vox Populi
Our Vox Populi (Voice of the People) methodology captures spontaneous and authentic opinions through brief interviews in strategic public locations. This agile approach provides an immediate pulse on emerging trends, reactions to current events, or brand perceptions in the Brazilian and Latin American cultural context. Ideal for rapid hypothesis validation or to complement more in-depth studies, Vox Populi offers fresh and unfiltered insights directly from the streets, squares, and shopping centers of the region.