As marcas estão cada vez mais próximas dos consumidores — e não é por acaso

trindaden — Wed, 22 Apr 2026 07:49:42 +0000

Num mercado cada vez mais competitivo, as marcas deixaram de tomar decisões apenas com base em intuição ou dados históricos. Hoje, a proximidade aos consumidores tornou-se um fator crítico para compreender comportamentos, antecipar tendências e tomar decisões mais informadas.

Mas o que está por trás desta mudança?

Uma nova forma de ouvir os consumidores

Durante muitos anos, os estudos de mercado foram maioritariamente pontuais e reativos.
Atualmente, as empresas procuram uma abordagem mais contínua, baseada em contacto direto e regular com os consumidores.

É neste contexto que os painéis de consumidores ganham relevância, permitindo:

Acesso a feedback em tempo real
Relação contínua com os participantes
Maior profundidade na análise de comportamentos

Saiba como participar num painel de consumidores.

A importância da proximidade

A proximidade entre marcas e consumidores traduz-se em vantagens claras:

Decisões mais rápidas e informadas
Melhor adaptação às necessidades reais do mercado
Maior eficácia no desenvolvimento de produtos e serviços

Segundo a ESOMAR , a qualidade dos dados depende cada vez mais da capacidade de envolver os consumidores de forma contínua e relevante.

Comunidades que fazem a diferença

Mais do que uma ferramenta, os painéis são comunidades.
Quando bem estruturados, garantem diversidade de perfis e consistência na participação — dois fatores essenciais para a qualidade dos estudos.

Neste contexto, o Pinta d’Amarelo Panel integra-se numa abordagem mais ampla de proximidade ao consumidor, permitindo às marcas aceder a insights diretos e relevantes.

Descubra como funcionam as recompensas pela participação.

Uma tendência que veio para ficar

A crescente aposta em painéis de consumidores reflete uma mudança estrutural na forma como as marcas operam.

Ouvir deixou de ser um momento e passou a ser um processo contínuo. E é precisamente essa continuidade que permite transformar opiniões em decisões com impacto real.

A proximidade aos consumidores não é apenas uma tendência, é uma necessidade.

Num contexto em constante mudança, as marcas que conseguem “ouver” melhor, são também as que conseguem decidir melhor.

SOBRAM PEÇAS NA JORNADA? Descontruir a utilidade e valor nas diversas etapas da jornada de compra.

trindaden — Thu, 29 Jan 2026 15:07:13 +0000

ARE THERE MISSING PIECES IN THE JOURNEY?

Deconstructing the utility and value throughout the customer journey.

For years, attention was the primary objective for brands. This study reveals that we are witnessing a shift a rediscovery of relevance as the central pillar of the relationship between brands and consumers.

Developed by MORE Results in partnership with Distribuição Hoje, the study analysed how the perception of utility and value influences behaviours across every stage of the purchase journey: awareness, consideration, purchase, and loyalty. The main conclusion is clear: there are no missing pieces in the journey. The real challenge lies in knowing how to fit them together correctly..

Awareness: less noise, more clarity

In the awareness stage, consumers primarily value clarity, purpose, and an immediate response to a specific need.. Approximately 75% of respondents state that the initial impact occurs when the benefit is clearly understood. Creativity remains relevant, but it does not replace utility. Technology is only valued when it solves real problems, and sustainability has become an expected requirement — a “hygiene factor” rather than a true differentiator.

The way discovery happens also varies across generations: Generation Z relies heavily on algorithms, content creators, and social validation, while older generations continue to associate discovery with innovation.

Consideration: a naturally phygital journey

Consideration is now hybrid by definition. Consumers naturally move between digital and physical channels, combining convenience with emotional confidence. Online research, visits to physical stores, reviews, brand websites, and personal recommendations all coexist.
More than an excess of information, consumers seek trust (the more human side of the relationship with the brand), clarity, and the ability to compare.. When one of these elements fails, the brand loses relevance.

Purchase: efficiency above all

In the purchase stage, tolerance for friction is minimal. Queues, lack of human support, confusing systems, or unclear digital processes generate frustration and drive consumers away.
On the other hand, security, speed, transparency, and immediate confirmation are the main value drivers.
Generational differences persist: younger consumers readily adopt new payment methods, while older generations remain loyal to habits they associate with trust. Technology only creates value when it supports existing habits, not when it imposes change..

After-sales and loyalty: the relationship starts here

The purchase concludes the decision, but it marks the beginning of the relationship. Post-purchase acts as the “pre-sale” of the next purchase.
Consumers expect three fundamental things:

Fast and empathetic problem resolution;
Rewards rewards;
Personalised, timely, and non-intrusive recognition.

While younger consumers view post-purchase as ongoing support, older generations primarily associate it with problem resolution.

Selling vs. Being Valued

The study identifies a tension that runs across the entire journey: brands want to sell, while consumers want to feel seen and valued. True value no longer lies solely in the product, but in the attention, attention to detail, and consistency of the experience..
When a brand succeeds in balancing functional, emotional, transformational, and social value, it stops being merely a choice and becomes a symbol.

Conclusion: Value lies in the fit

The answer to the initial question is clear: There are no missing pieces in the journey.Value emerges when there is a clear thread of utility, clarity, trust, and relevance throughout the entire experience.
In a context of volatile attention and fragile loyalty, the brands that succeed are those able to articulate these elements coherently, adapting them to different generations and profiles. Today, more than being won over, consumers want, and expect, to be understood.

Are you interested in the consumer?

...and consider this topic important, you can download the study (portuguese version) HERE.

If you ask for Results, call for MORE.

MEIOS DE PAGAMENTO. O que desejam os clientes na jornada de compra?

trindaden — Wed, 20 Aug 2025 14:15:34 +0000

How Do We Choose to Pay? Generations, Habits, and Barriers in a Constantly Evolving Market

After the Smartpayments Congress, one thing became clear: we all agree that the buying journey is much more than just the act of paying. Payment is only one step—crucial, no doubt—but the consumer's path before and after that moment is equally important for us to understand their choices, motivations, and expectations.

The study we developed in partnership with Distribuição Hoje, reinforces precisely that idea.

Are you interested in the consumer?

...and consider this topic important, you can download the study (portuguese version) HERE.

If you ask for Results, call for MORE.

MORE Results é Brands Community Partner

trindaden — Mon, 02 Jun 2025 15:07:56 +0000

What does it mean to be a Community Partner?

Being a Community Partner of Brands Community it means being part of a unique project that values and gives visibility to people, brands, and companies. This partnership promotes the sharing of knowledge through meetings with ambassadors and advisors of high reputation in the market, providing growth and collaboration opportunities for everyone involved.

Benefits for MORE Results

By becoming a Community Partner, MORE Results benefits from:

Collaboration in the creation and sharing of knowledge that supports employee growth.

Increased brand value, increasing its market value.

Access to a prestigious professional network strengthening relationships with stakeholders.

Support for editorial freedomof a program that for nearly 20 years has highlighted brands, people, and companies on a premium channel, SIC Notícias.

Alignment with MORE Results' mission

This partnership reinforces MORE Results' commitment to providing innovative solutions in market research, aligning with the values of excellence, innovation, and collaboration that define the Brands Community.

Join us on this journey

Together, we will continue to build a future where knowledge and collaboration are the pillars of success.

Follow the Leader: Cultura organizacional na MORE Results

trindaden — Wed, 02 Apr 2025 10:25:11 +0000

Organizational culture in practice: an inspiring experience

We could describe it simply as a case study or a presentation, but in reality, for the entire a’mores team (the people who make up MORE Results), it was much more than that. Something between a motivational moment and a masterclass on how to make things happen.

The experience brought to us by Pedro Pinto – Operations Director at Greatcreation SA – along with practical cases and real day-to-day examples, brought us much closer to being better tomorrow than we have been until now.

Pedro Pinto’s presence and the energy he brings to his presentations alone are enough to keep us leaning forward in our seats. But when we talk about the person who won the award for Best Hotel Director in the World (an award given by" World Luxury Hotel Awards), and who is responsible for, among other things, the Corpo Santo Lisbon Historical Hotel, a hotel that was awarded in the 'Best of the Best' category at the TripAdvisor Traveller’s Choice Awards — ranking first in Portugal, third in Europe, and 16th worldwide — then we’re talking about a whole different league.

Lessons in leadership and operational excellence

Of course, with all these titles, we were already expecting something different (in a good way). But what we were actually presented with was a healthy dose of realism — a look into what is done and how it’s done on a daily basis to achieve these results. As we were told, reaching the top is emotionally easier than staying there. Once you’re at the top, there’s a risk of complacency or of sticking to the 'success formula' that got you there — which is a mistake. If everything outside keeps changing, then what brought you success in the past might not work in the future.

Practice, role play‘gamification’ of training (with proprietary methodologies highly adapted to the hotel’s reality), lots of repetition, a strong desire to be ‘the best’—but also to be different (in the best sense of the word)—along with performance-based rewards, are some of the key elements behind these results. These are also values we cherish in our own hospitality services.

Everything is perfectly outlined — from what is expected of the staff to what the hotel and its guests expect from them.

If we may draw an analogy with a good tailor, we could say that the Corpo Santo Hotel aims to offer a tailored experience and that requires investment in the customer.

Applying the learnings at MORE Results

In order to be good, and MORE, we must follow and join the best. This experience was more than just an inspiration — it was a reinforcement of our cultura organizacional and a big step to achieve MORE and become Portugal’s premier market research company.

Marcas de Distribuição e de Fornecedor. A visão do consumidor.

trindaden — Wed, 02 Apr 2025 09:39:46 +0000

Relationship between consumer and brands

For consumers, choices are often simple or easily justified — many based on what’s in their wallet. But for those behind the brands, there’s always something more to consider in order to influence the buyer’s decision.

In this relationship between brands and consumers, there is another, not always harmonious, relationship between Private Label Brands (PLBs) and Manufacturer Brands (MBs). The customer benefits from this dynamic, as they are able to choose what they prefer based on their own criteria — which may range from price and quality to trust or sustainability.

At the moment, the tilt of the scale toward one side — in this case, toward Private Label Brands (PLBs) — can give us some insight into how consumers think. But, as in all market research, we cannot settle for feelings, we chose this topic for our latest study, which we published in partnership with Distribuição Hoje.

If this topic feels close to you or if you're curious to understand what motivates people to buy, you can download the study (portuguese version) HERE

If you ask for Results, call for MORE.

Black Friday? Edição 2024.

trindaden — Wed, 02 Apr 2025 09:14:10 +0000

Some studies point to an increase in sales during the Black Friday period for the year 2024. We’re not here to contradict that — just to add a bit more information.

Um primeiro insight é que as pessoas estão sensíveis ao preço, promoções e a tudo onde possam poupar, e também à fiabilidade da informação que é publicitada. Podíamos resumir em “queremos poupar sem ser enganados”.

We went out and asked, and below we share some of the answers in another Flash Study MoreResults.

To see the full study details (portuguese version), click HERE

If you ask for Results, call for MORE.

O que o consumidor procura e quer do retalho

trindaden — Tue, 01 Apr 2025 10:28:56 +0000

As consumers shift their habits and preferences, it has become increasingly important for the retail sector to understand them in detail. From sustainability to technology, many questions remain. This is where the MORE Results study comes in, published in partnership with Distribuição Hoje, which aims to answer many of the key questions facing the retail sector as it prepares for the present and near future.

Are you interested in the consumer?

...and consider this topic important, you can download the study (portuguese version) HERE I.

If you ask for Results, call for MORE.