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ABEP Congress Overview from Brazil: There are no more certainties, only points of convergence

In a society undergoing intense transformations, we no longer seek certainties, only points of convergence that may signal the future.  This objective was fully achieved by the 8th Brazilian Congress of Market, Opinion and Media Research.  The biennial event organized by ABEP: Brazilian Association of Research Companies in São Paulo, June 11th and 12th, joined some 400 research, marketing and communication professionals.

Among the strongest messages at the congress is that the multi-screen reality of the consumer’s everyday life has evidently made audiences more fragmented. However this offers more opportunities for marketers to diversify their investments among digital platforms and traditional vehicles.

Another point made evident by speakers was the need to filter and synchronize information that drives sales, packaged by a single creative idea and yet customized for each consumer.

At the 2018 ABEP Congress, it was understood that the internet graduated from being a communication channel to a basic infrastructure, like electricity, in which brands generate and share experiences.  Their great challenge is to identify the experiences that engage people and shape their attitudes towards the brand.

For Felipe Mendes, chairman of the congress, the participants did not leave the event with certainty, but with valuable information and reflections on likely trends for the coming years. “If we provoked some discomfort, we include this among the main goals achieved by the Congress,” he says.

“We succeeded in helping great concepts continue to become consistent, inspiring, and challenging projects,” added Duilio Novaes, president of ABEP.

The Australian Market and Social Research Society is linked globally to 45 associations through its partnership with the Global Research Business Network (GRBN) and the Asia Pacific Research Committee (APRC). Click here to read about the AMSRS global network. This article is originally sourced from GRBN website.

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The Research Society is the peak body for research, insights and analytics professionals in Australia. It has a diverse membership of individuals at all levels of experience and seniority within agencies, consultancies, client-side organisations, the non-profit and government sectors, support services as well as institutions and the academic community. As well as over 2,000 individual members, the Research Society has 100 company and client partners, with the number continuing to grow. The Research Society research professionals and company partners commit to and are regulated by the Research Society Code of Professional Behaviour.

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