& consumer behavior.
what does today's youth search for? in 2021/2022, float developed a study together with the Google Search Brazil team about Brazilian youth's aspirations, dreams, and plans and their relationship with information searches and inspiration on the networks. reassurance, fluidity, virality, integration... the study allowed us to map the values, desires, and tensions of those who are young in the 2020s.
Sharp and Ambev invited float to co-create the BEX Journal, a celebration of the return of in-person events at the end of 2021. the Retomada and Revoadas vibes were released by @floatvibes and @becksbeerbr - and the content also came out in a printed version that was sent to over 500 friends/influencers of the brand spread throughout Brazil. the whole project was inspired by float's podcast episode FERVO & LUTO ("lit & grief") of the podcast Vibes em Análise.
an ongoing study for Google’s Ads Insights & Content Marketing & Executive Content Programs teams to understand the impact of coronavirus in Brazilians’ lives. float created online communities with more than 300 contributions and also cross-analyzed qualitative and quantitative data from various methodologies. the ultimate goal was understanding the main cultural shifts and emerging behaviors that Brazilians were experiencing in 2020.
it all started with a study about runners for the largest sportswear brand in Brazil. the research unfolded into design sprints led by float with some of the biggest names in the country's running community. the result was the design of the product and communication platform Corre 1, the best running shoe ever made in Brazil. float also developed several studies, an influence platform, plus creative research methodologies to help create Bota Pra Correr Olympikus, a circuit of experiences and races in unusual places throughout the country, such as Jalapão, Pantanal, and Alter do Chão.
the journey with Olympikus Corrida continues in 2022 with the launch of Corre 2 and Corre Grafeno, the world's first running shoe with a graphene plate.
brands and the media usually treat Genz as an extension of Millennials. that's a mistake. therefore, float created a research platform to help Nestlé understand Brazilian teenagers. the 9-month project explored cultural trends that influence the new generation in Brazil's four biggest cities. the outcomes included recommendations for 11 of Nestlé's leading brands in the Brazilian market.
is DTC the only future for all companies? does it still make sense to talk about omnichannel? how pandemic influences retail trends? we developed a multi-methodology qualitative study with consumers, experts, and bar owners from 7 cities across the country. the goal? to understand the future challenges and demands for beverages retail in Brazil. considering Ambev (part of Anheuser-Busch InBev) is one of the world's most significant beverage companies, float's challenge was to make actionable yet future-focused recommendations to the company's varied retail channels.
the Brazilian beauty brand is owned by Boticário, the world's 5th largest beauty company globally. a challenger youth-infused brand within Boticário's complex portfolio. float led a study with Afro-Brazilians women to understand their complexities regarding skin, culture, and wants. although Afro-Brazilians are about 52% of the population, the beauty industry still has a long way until these women's needs are satisfied. the project's outcome drove the creation of a new line of foundations and lipstick, the brand's core products. this is also a great example of how float approaches to research, as an all-women team was specifically created to address this challenge.
there are very few environments as symptomatic of what happens in Culture as YouTube. the Culture and Trends & Insights team at YouTube Brazil invited float to investigate what the VIBES that emerge on the platform tell us about the times we live in this study is the result of a combination of qualitative and quantitative data based on the experiences of several Brazilians on and off the platform.
what happened to the Brazilian eating habits and food experiences in 2021? how will retailers reinvent themselves in the face of a post-pandemic scenario? the socio-cultural context brought new dilemmas to consumption behavior. so float designed a panel of vibes impacting the category and strategic recommendations for the Outback food retail business.
the golden age of audio is real, and Spotify is driving growth in LATAM. this study was a broad yet sharp overview of the current landscape of content consumption and how different targets relate to podcasts in Brazil, Mexico, and Argentina. besides interviews with creators, experts, and group discussions with listeners/non-listeners across the region, float also developed the messaging and channel strategy to make Spotify expand the podosphere growth within the region.
can anyone be a trend forecaster? yes and no. Rise is a sharp, in-depth, and highly visual course about the world of trends and cultural analysis. over 500 students and marketing professionals have participated in classes and in-company training sessions in 5 cities throughout Brazil.
when did people get so obsessed with astrology? Peoplestrology.com is an in-depth, ongoing, and open study that reveals the deep cultural currents behind one of the most popular topics in anyone’s timeline. the 5,000-respondent research inspired ongoing articles and essays, talks at some of Brazil’s most relevant creativity festivals, and 2 fashion lines with local brand AHLMA.cc. peoplestrology.com @peoplestrology
trends are increasingly swifter and harder to track, and generational theory and demographic breakdowns are not enough to map new behaviors.
vibes are temporary states of identification, relationship and consumption. you follow a playlist or a hashtag, but they do not necessarily define who you are.