Seeking reliable CATI survey data from Brazil? We deliver.

Brazil’s expansive geography and diverse population present unique fieldwork considerations for telephone interviewing. With over 240 million mobile subscriptions, reaching respondents across urban centers and remote areas requires strategic call center operations. Our teams manage interviewer training and data collection, accounting for regional linguistic nuances in Brazilian Portuguese. Global Vox Populi partners with you to execute CATI research effectively throughout Brazil.

What we research in Brazil

In Brazil, CATI research helps answer critical business questions across various sectors. We support studies on brand health tracking, measuring consumer perception and competitive standing. Our teams conduct customer satisfaction surveys, identifying drivers of loyalty and areas for service improvement. We also field product concept tests, gauging interest in new offerings before market launch. CATI is effective for public opinion polling, understanding sentiment on social or political issues. We also conduct market sizing and usage & attitudes studies. Our broader quantitative research company in Brazil capabilities deliver we select the most appropriate method for your objectives. Every project scope is customized to your specific brief and objectives.

Why CATI fits (or struggles) in Brazil

CATI surveys offer significant advantages for reaching broad populations across Brazil, particularly given high mobile phone penetration. This method excels at quickly gathering data from diverse demographics, including those in regions with lower internet connectivity where online surveys might struggle. It allows for direct interaction, which can be important for clarifying complex questions or probing initial responses. However, CATI faces challenges; declining landline usage means mobile-only households are standard, requiring specialized sampling techniques. Respondent fatigue with telemarketing calls can also impact participation rates. For highly visual concepts or situations requiring self-completion, CATI may be less suitable, and we might recommend CAWI surveys in Brazil as a complementary or alternative approach.

How we run CATI in Brazil

Our CATI operations in Brazil use centralized call centers staffed by local interviewers. Recruitment sources include proprietary panels, carefully curated listed databases, and for broad consumer studies, we employ Random Digit Dialing (RDD). All respondents undergo rigorous screening to deliver they meet project criteria, including validation questions, recent participation checks, and attention checks within the survey flow. Fieldwork is conducted via advanced CATI platforms that manage dialing, quota control, and data capture. We cover all dialects of Brazilian Portuguese, delivering interviewers are native speakers. Our interviewers receive extensive training in neutral probing techniques, data privacy protocols under LGPD, and maintaining respondent engagement. Quality assurance is continuous, involving live call monitoring, recorded call reviews, and back-checks on a percentage of completed interviews. Deliverables typically include raw data files, coded verbatim responses, interactive dashboards, and comprehensive summary reports or debrief decks. A single project lead maintains consistent communication from kickoff through final delivery, providing regular updates. Tell us about your project and share your brief for a detailed proposal.

Where we field in Brazil

Global Vox Populi conducts CATI research across Brazil’s vast geographic landscape. Our fieldwork extends to major metropolitan areas like São Paulo, Rio de Janeiro, Brasília, Salvador, Fortaleza, and Belo Horizonte. Beyond these large urban centers, we maintain reach into Tier 2 and Tier 3 cities across all five regions: South, Southeast, Northeast, Central-West, and North. Our strategy for reaching rural populations often relies on mobile CATI, bypassing fixed-line infrastructure limitations. This broad coverage delivers representative data reflective of Brazil’s diverse segments. All fieldwork is conducted in Brazilian Portuguese. Our network extends beyond Brazil, enabling similar CATI survey capabilities in Argentina and other Latin American markets.

Methodology, standards, and ethics

Our CATI research in Brazil adheres strictly to international and local market research standards. We operate in full compliance with ESOMAR guidelines and the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics (2016 revision). Where applicable, our processes align with ISO 20252:2019, the international standard for market, opinion, and social research. We also follow the ethical guidelines set by ABEP Brazil (Associação Brasileira de Empresas de Pesquisa), the local research association. For quantitative methods like CATI, we apply AAPOR (American Association for Public Opinion Research) response rate definitions, delivering transparency and methodological rigor.

Applying these standards to CATI, we prioritize informed consent. Interviewers clearly state the purpose of the call, confirm respondent eligibility, and explain data usage before proceeding. Respondents are informed of their right to withdraw at any point. All data collected is treated with strict confidentiality, and personal identifiable information is separated from research data where possible. Our systems are designed to protect respondent privacy throughout the entire research lifecycle.

Quality assurance is integral to every CATI project. This includes thorough interviewer training, real-time monitoring of calls for adherence to scripts and ethical conduct, and a percentage of back-checks to validate interview completion and data accuracy. We implement rigorous quota validation to deliver sample representation matches project specifications. For quantitative studies, our analysts perform statistical validation checks on the collected data to identify and correct any anomalies before delivery.

Drivers and barriers for CATI in Brazil

DRIVERS:

Brazil benefits from widespread mobile phone penetration, making CATI a viable option for reaching a large proportion of the population. The established call center infrastructure in major cities supports efficient fieldwork operations and interviewer management. CATI allows for direct, conversational engagement, which can be effective for more nuanced or open-ended questions. It also offers speed for gathering data from large sample sizes compared to face-to-face methods. Willingness to participate in surveys, while varying, remains generally stable for well-structured CATI projects.

BARRIERS:

One significant barrier is the declining use of landlines, requiring a strong focus on mobile-only sampling frames. This can complicate sampling representativeness without careful methodology. Respondent fatigue from unsolicited calls, including telemarketing, poses a challenge to initial engagement and completion rates. Data costs for mobile users in some segments might influence participation. Additionally, delivering full compliance with LGPD (Brazil’s data protection law) for every call requires reliable consent and data handling protocols. Reaching specific low-incidence B2B audiences can also be difficult via cold calling.

Compliance and data handling under Brazil’s framework

In Brazil, all our CATI research strictly adheres to the Lei Geral de Proteção de Dados Pessoais (LGPD), Law 13.709/2018. This framework governs the collection, processing, and storage of personal data. For CATI projects, we implement explicit verbal consent protocols at the outset of each interview, clearly informing respondents about data usage and their rights. Data residency requirements are met by processing and storing personal data within compliant jurisdictions, often within Brazil itself or in regions with equivalent data protection standards. We prioritize anonymization of personal identifiers from research data wherever feasible, reducing privacy risks. Respondents maintain full rights to access, correct, or request the deletion of their personal data, which we support through established procedures. Our commitment to LGPD delivers ethical and legal data handling throughout every project.

Top 20 industries we serve in Brazil

Research projects we field in Brazil consistently span a wide array of key economic sectors:

• Automotive & Mobility: Brand health tracking, EV adoption intent, post-purchase satisfaction studies.
• Banking & Financial Services: Customer experience mapping, digital banking adoption, product concept testing for new services.
• FMCG & CPG: Pack testing, usage & attitudes (U&A) studies, shopper journey research in retail.
• Retail & E-commerce: In-store experience research, online conversion drivers, basket analysis studies.
• Technology & SaaS: Product-market fit research, user experience assessments, feature prioritization.
• Telecom: Plan satisfaction, churn driver analysis, 5G adoption and perception studies.
• Healthcare & Pharma: HCP segmentation, treatment journey mapping, patient experience research.
• Energy & Utilities: Customer satisfaction with service providers, sustainability perception studies.
• Agriculture & Agribusiness: Farmer sentiment, crop input adoption, market access for agricultural products.
• Mining & Metals: B2B customer satisfaction, supply chain efficiency, environmental impact perception.
• Construction & Infrastructure: Buyer journey for real estate, material preference studies, urban development sentiment.
• Food & Beverage: Menu testing for QSRs, new product concept testing, consumption habit research.
• Logistics & Supply Chain: B2B shipper satisfaction, last-mile delivery experience, freight carrier perception.
• Education: Student satisfaction, course preference, digital learning platform usage.
• Travel & Hospitality: Booking journey research, loyalty program effectiveness, destination perception.
• Media & Entertainment: Content consumption habits, audience segmentation, streaming service adoption.
• Insurance: Claims experience research, policyholder satisfaction, distribution channel effectiveness.
• Beauty & Personal Care: Concept testing for new products, claims testing, ingredient preference studies.
• Government & Public Sector: Citizen satisfaction with public services, policy feedback, opinion polling.
• Chemicals: B2B market sizing, product performance feedback, regulatory impact assessments.

Companies and brands in our research universe in Brazil

Research projects we field in Brazil regularly cover the competitive sets of category leaders such as Itaú Unibanco, Bradesco, and Banco do Brasil in finance. In consumer goods, our scope often includes Ambev, Nestlé Brasil, and Unilever Brasil. For automotive, we analyze segments around Fiat Chrysler Brasil, GM do Brasil, and Volkswagen. Retail studies frequently involve Magazine Luiza, Carrefour Brasil, and Americanas. Telecom research examines players like Vivo, Claro, and TIM. Energy and resources might include Petrobras and Vale. In aviation, we encounter Azul Linhas Aéreas and LATAM. Technology and e-commerce discussions often reference Samsung and Mercado Livre. Natura &Co and Boticário are key in beauty. Whether the brief covers any of these or a category we have not named, our process scales to it.

Why teams choose Global Vox Populi for CATI in Brazil

Our Brazil desk operates with senior research directors who bring deep local market understanding to every project. We manage all translation and back-translation in-house, using native Brazilian Portuguese speakers to deliver accuracy. Clients benefit from a single project lead who manages the entire CATI process, from initial brief through to final debrief. Our call centers employ real-time monitoring and advanced software, allowing for immediate quality control and efficient quota management during fieldwork. We offer transparent reporting on fieldwork progress, providing clear communication and data integrity throughout.

Ready to scope a project? Send us your brief and we will come back with a sample plan, panel options, and recommended approach. Request A Quote.

Want to see the kind of work we deliver? View Case Studies from our research projects.

Frequently Asked Questions

Q: What kinds of clients commission CATI research in Brazil?
A: Clients commissioning CATI research in Brazil typically include large consumer brands, financial institutions, telecom providers, and government agencies. They seek to understand widespread consumer opinions, track brand health metrics, or assess public policy perceptions across diverse demographics. Our clients value the ability to reach a large, representative sample efficiently.

Q: How do you deliver sample quality for Brazil’s diverse population?
A: Delivering sample quality in Brazil involves a multi-pronged approach. We combine proprietary mobile panels with Random Digit Dialing (RDD) for broad consumer reach, carefully managing quotas for age, gender, and geographic distribution. Our screening questions are designed to identify target demographics accurately, and we conduct back-checks to validate respondent information.

Q: Which languages do you cover in Brazil?
A: In Brazil, our CATI fieldwork is conducted exclusively in Brazilian Portuguese. Our interviewers are native speakers, trained to handle regional accents and cultural nuances effectively. This delivers clear communication and accurate capture of respondent feedback across all regions of the country.

Q: How do you reach hard-to-find audiences (senior B2B, low-incidence consumer segments) in Brazil?
A: Reaching hard-to-find audiences in Brazil requires targeted strategies. For senior B2B segments, we use specialized professional databases and network referrals, often combining CATI with pre-recruitment efforts. For low-incidence consumer groups, we use screening questions within broader surveys or partner with specialized panels, optimizing reach and efficiency.

Q: What is your approach to data privacy compliance under Brazil’s framework?
A: Our approach to data privacy in Brazil strictly follows LGPD (Law 13.709/2018). We obtain explicit verbal consent from respondents before any interview commences, clearly explaining data usage and their rights. Personal data is anonymized wherever possible, and all data is securely stored and processed in compliance with LGPD requirements.

Q: Can you combine CATI with other methods (CATI + CAWI, etc.)?
A: Yes, we frequently combine CATI with other methods in Brazil to enhance data richness and reach. A common hybrid approach is CATI-to-web (CAPI-CAWI), where initial contact is made via phone, and suitable respondents are then directed to an online survey. This blends the directness of CATI with the visual capabilities of CAWI for specific questions.

Q: How do you manage cultural sensitivity in Brazil?
A: Managing cultural sensitivity in Brazil is essential. Our interviewers receive specific training on Brazilian cultural norms, including appropriate communication styles and awareness of regional differences. Survey instruments are carefully reviewed by local experts to avoid leading questions or potentially sensitive phrasing, delivering respectful and unbiased data collection.

Q: Do you handle both consumer and B2B research in Brazil?
A: Yes, Global Vox Populi conducts both consumer and B2B CATI research in Brazil. For consumer studies, we access broad populations through mobile and listed samples. For B2B, we use specialized databases and professional networks to reach specific decision-makers across various industries.

Q: What deliverables do clients receive at the end of a CATI project in Brazil?
A: At the close of a CATI project in Brazil, clients receive a comprehensive set of deliverables. These typically include raw data files (e.g., CSV, SPSS), coded verbatim responses, detailed cross-tabulations, and an executive summary report with key findings. We can also provide interactive dashboards or a debrief presentation.

Q: How do you handle quality assurance and back-checks?
A: Our quality assurance process for CATI in Brazil is rigorous. It includes live monitoring of interviewer calls, audio recording for review, and a percentage of back-checks on completed interviews to verify data accuracy and respondent eligibility. We also implement systematic checks on quota fulfillment and data consistency throughout fieldwork.

When your next research brief involves Brazil, let’s talk through it. Request A Quote or View Case Studies from our work.