Perception Analyzer Around the World: Posicione Market Research, Brazil

Something people are often surprised to learn is that the Perception Analyzer is used for market research in more than 30 countries around the world. To shine a spotlight on regions of the world where the system is used and some of the more interesting applications, I’ll be posting a series of interviews with international clients of MSInteractive.

For this first installment I interviewed Eugenio Giglio, founder of the political research firm, Posicione Market Research in Rio de Janeiro, Brazil. Below Eugenio talks about the political climate in Brazil, how they perceive the U.S. political system how his firm uses the Perception Analyzer in its research.

DP: Hello, Eugenio. Please describe your firm and the work you are doing in Brazil as well as your background and how you got into political research.

EG: Hello, David. My research firm, called Posicione Market Research, was launched last year and belongs to a Elipse Communication group that was founded 11 years ago. Our company was created and is run by two associated professors of ESPM, the most widely known Marketing School in Brazil. Personally I have conducted market research for over a decade.  Posicione conducts several kinds of research using the available methodologies: quantitative and qualitative as well. Our clients are basically private organizations.  We decided to get into political research in 2007 after observing the great opportunities in this field. Brazil has more than 5,500 cities across 27 states and as you know, the electoral process demands a lot of research effort.

DP: How did you become familiar with the Perception Analyzer and how is it being received in Brazil?

EG: I discovered the Perception Analyzer while working with Frank Luntz, who uses the system. Here in Brazil we have used it in four campaigns and been victorious in three of them. It helps us a lot in refining TV and radio spots as well as live speeches.

DP: What is the current political climate in Brazil? How has it changed in the last five years and how do you see it changing in the next five years?

EG: We are now the in electoral process of choosing the mayors of all 5,564 Brazilian cities. Things are running at a calm pace considering all the changes this process represents. In two years we will be electing the next president, after two terms of Mr Lula da Silva. It’s also expected to be a calm process, different that we are experiencing in the other countries of South America.

DP: What do people in Brazil think of the U.S. political system since 2000, and what is the impression of our current election cycle?

EG: Brazilians are following the American process with special interest. Maybe because Barack Obama seems very sympathetic and represents a big change in the presidential field. This is how the people in Brazil are interpreting his performance. Your process sounds strange to us and is very different from here. In the first election of George W. Bush the process was very complicated and unclear to us, but seems more clear now.  Some candidates here have copied Obama’s slogan for change. It is ridiculous in some cases as they clearly represented no change at all.