Datafolha has just completed the largest survey of brand souvenirs in the country. The results of the study will give rise to the 32nd edition of the Folha Top of Mind special project. The list of winners will be published in the magazine of the same name, which circulates at the end of October, together with the Sheet.
From the question “What is the first brand that comes to your mind?”, the research institute manages to reach the most cited names of products and services present in the daily life of the Brazilian population.
This year, the Datafolha survey involved 677 professionals spread across all regions of Brazil. All data collected in the interview questionnaires are automatically forwarded to Datafolha’s headquarters in the city of São Paulo.
For more than three decades, researchers at Datafolha have carried out an X-ray of the brands that occupy the memory of Brazilians.
This year, the edition brings a record number of categories researched by the institute, 85.
For Luciana Chong, general director of Datafolha, the study is the most comprehensive survey on brand recall in the country. Datafolha’s work investigates the brands of products and services most spontaneously remembered by the Brazilians interviewed.
Datafolha researchers travel to all states of the country and visit large, medium and small cities, listening to the opinion of respondents from all social classes, explains Chong.
The data collected by Datafolha also bring memories by region, age group, education and economic class.
The results of this survey show the relevance of brands in the daily lives of the population and serve as a guide for companies’ communication strategies, says Chong.
Both for its longevity and for its scope, the Datafolha survey is considered one of the largest of its kind in the world.
In the opinion of market experts, the study helps to monitor changes in different scenarios in the country, in addition to consumer behavior over the years.
The survey on brand recall in print magazine format and special website in Sheetwith the results of the national study by Datafolha, is awaited by entrepreneurs, brand managers and the advertising market.
“The most influential ranking of the most remembered brands in Brazil confirms how successful the communication work is”, says Filipe Bartholomeu, 41, president and CEO of AlmapBBDO, an agency that takes care of campaigns for brands such as Perdigão, Havaianas, Volkswagen, O Boticário, Bradesco Seguros and Cielo, among others, with a long history of winning brands.
“After all, you have to be seen to be remembered, especially in a study that considers the relevance of the country’s dimensions and plurality, such as Folha Top of Mind”, he says.
According to Bartholomeu, the greater the emotional bond with a brand, the greater the recall.
When it started, Datafolha only searched 12 categories — the results were published in the newspaper, in the space dedicated to issues related to the economic area.
By following the market trends, new segments were added to each edition, following the innovative impetus of the consumption dynamics as well as the technological trends of the modern world.
These changes will also be part of the new menu for this year’s special edition.
Datafolha’s national survey also works as a thermometer to measure the strategies to be drawn up by both companies and advertising agencies.
In the opinion of Mario D’Andrea, president of Abap (Brazilian Association of Advertising Agencies), the historical series of Folha Top of Mind has consolidated itself as an important gauge of the success of the daily work of brands and one of the most important tools in the market in construction of a strategic plan.
Reports on companies with a winning history in other editions of Folha Top of Mind can now be seen on the website Folha.com/topofmind. On Instagram @folhatopofmind, a digital action brings together a series of behind-the-scenes publications from the largest advertising agencies across the country.
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