Research in Brazil

I’ve been lucky enough to go out to Sao Paulo, Brazil to conclude our global research on attitudes and expectations to mobile banking and to test a prototype. What a fascinating place.

Once I’d got over the horror stories Patrick and Neil had uncovered from the internet banking security work they did out there earlier in the year, and I realised not everyone was out to ‘Quick nap’ me, I started enjoying my first trip to the southern hemisphere.

International research days are very long, and respondents had a number of barriers to overcome on this occasion to get to the facility:

• The traffic in Sao Paulo is the worst I’ve ever experienced and apparently only beaten by India on volume and ‘fearlessness’ of the drivers and bikes.
• The poverty gap here is a wide one and the middle (working) class we wanted to speak to were reluctant to leave their jobs in the day, so research in the morning and evening was the only way to get respondents in.

I did of course eventually get out of the research facility to immerse myself in the culture; sample an ad agency party, tried the food (the steaks are awesome) and of course a few Caipirinhas with Amyris and Fabio from our partner agency out there. I also managed to take a look around the city at the must see tourist spots using the Metro Neil recommended.

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