company
What are Brazilians' perspectives on data ownership and monetization?
Data Ownership Brazil
Problem: company needed regulatory support to launch products in Brazil
Project collaborators
Stakeholders: ceo, head of global marketing, chief creative officer, lead legal council, business strategy
01 / QUESTIONS
Questions
product
How can we understand the unmet needs of different customer personas?
SALES/Marketing
What language can we leverage to introduce our product to business partners and their customers?
02 / APPROACH
Sample & Methods
SAMPLE
35 Brazillians living in Sao Paulo
Ages 18-64 from 5 different locations
Looked for diversity of political and socioeconomic backgrounds
Methods
Intercept interviews in Sao Paulo
Designed questions to evoke emotion
Recorded interviews with permission to share on social media
03 / IMPACT
Impact & Deliverables
Impact
Leveraged to establish support for a new bill supporting Data Ownership
Provide marketing assets to sales and marketing and over 10k people signed
Helped generate over 20 million in funding
THE WORK, MADE TANGIBLE
Deliverables
- Short film and quotes for website
- Handheld tool with videos and stats about data ownership
- Personas to business, product and marketing teams
04 / REFLECTION
Study Retro
Record across multiple regions in Brazil
Include more age and socioeconomic diversity
Hire professional video editors storyboard the documentary