Six sectors. One substrate.
The same calibrated engine, read through the populations that exist today. Every population below is a file in the engine, anchored in the official source it names. The seal per population is shown in the app; the measured ruler today is the census-calibrated general population — sector populations are seeds until backtested on their own topic.
Consumer goods: before the sign-off.
Will it find a home, or pass through the shelf? Concept, claim, pack and price — tested against a population that reproduces the strata the Census publishes.
| Population | What it carries | Anchored in |
|---|---|---|
| Urban CPG, classes C1/C2 | The urban consumer cut in the classes that decide mass-market volume; 5 segments. | Census-calibrated engine |
| Brazil adult, representative | Region × economic class, 15 segments — the catalog's seed population for any national read. | Census 2022 · IBGE |
| Brazil adult by economic class | AB / C1 / C2 / DE, 4 segments — when the question is who trades down and who trades up. | Census 2022 |
| Brazil adult by generation | Gen Z, Millennials, Gen X, 50+ — 4 segments, when the question is age, not income. | Census 2022 · IBGE |
Questions this sector brings
Concept and creative test
The reaction to a product, claim, pack or piece — before media spend. Read the band per segment, not the average.
Quantitative survey
A battery of scale questions answered by thousands; import the instrument you already use and run it blind.
Focus group
A moderated discussion where participants influence each other — the room effect, measured instead of suffered.
Retail: before the planogram lock.
Which store cluster behaves like a different country? Region, capital or interior, class C, and the households the general panel never reaches.
| Population | What it carries | Anchored in |
|---|---|---|
| Brazil adult by region × capital/interior | 5 segments — the cut that separates a metro flagship from an interior store. | Census 2022 · IBGE · PNAD |
| Class C, national | The class that decides retail volume, across the 5 regions. | Census 2022 |
| Brazil for economic studies | Inflation, employment and consumption — 3 segments built for the questions a price change raises. | PNAD Contínua · IBGE |
| Emerging and under-represented groups | 8 groups traditional research under-samples — a quota booster, not a replacement for the national read. | Census 2022 · PNAD Contínua · PNS · IBGE |
Questions this sector brings
Price and promotion
Announce a price or a promotion as a stimulus and watch positions form over rounds of influence in the Field.
Assortment and format
A survey per store cluster: what each region and class expects to find, and what they would not miss.
Conversations
Free-form chat with a segment — the interior shopper, the class-C household — no formal study needed.
Financial services: before the vintage closes.
Whose life will the new threshold remove from the system? Ten client-base populations, each weighted on publicly disclosed data — seeds until backtested on their own topic.
| Population | What it carries | Anchored in |
|---|---|---|
| Nubank client base | Clusters weighted on disclosed data for the largest independent fintech. | Census · Febraban · PNAD Contínua |
| Itaú Unibanco client base | 6 clusters for the largest private bank by assets. | PNAD Contínua |
| Bradesco client base | The most diverse base; clusters weighted on disclosed data. | Central Bank · PNAD Contínua |
| Santander Brasil client base | 6 clusters. | PNAD Contínua |
| Caixa Econômica Federal client base | 6 clusters for the public bank. | PNAD |
| C6 Bank client base | 6 clusters for a premium-accessible digital bank. | Census · Febraban · PNAD Contínua |
| Banco Inter client base | Digital, zero-fee base; clusters weighted on disclosed data. | Febraban · PNAD Contínua |
| PicPay client base | 6 clusters for a digital bank. | Census · PNAD |
| Mercado Pago user base | 6 clusters for a fintech embedded in a marketplace. | Census · Febraban · PNAD Contínua |
| XP Inc. client base | 6 clusters for an investment platform. | PNAD |
Questions this sector brings
Observatory
A threshold, a fee, a limit — a top-down scenario becomes a prediction with a margin and an honest confidence grade.
Product concept
A new credit line, a new plan, a new fee: the concept test reads the reaction per cluster before the pilot.
1:1 interview
In-depth conversation with any person in the base — where the objections converge, and where they diverge.
Media and streaming: before the plan changes.
Video and audio subscribers as an adjacent vertical, with Brazilian calibration as the moat.
| Population | What it carries | Anchored in |
|---|---|---|
| Brazilian streaming consumers (video + audio) | 6 segments of subscribers and users. | Kantar · PNAD |
Questions this sector brings
Plan and price test
An ad-supported tier, a price step, a bundle — read the band per segment.
Field
Announce the change and watch positions form over rounds of influence, with a 1:1 chat to ask why anyone moved.
Longevity: the aging that scares more in the abstract.
Connected Brazilians and their attitudes about aging — the population behind the pre-registered blind block in the ledger.
| Population | What it carries | Anchored in |
|---|---|---|
| Connected Brazilians × attitudes about aging | 6 segments, generation × class; the base of the pre-registered blind backtest. | Census 2022 · PNAD |
| Brazil 55+ by economic class | 3 segments, derived from the generational population. | Census 2022 |
Questions this sector brings
Quantitative survey
Preparation, worry, financial readiness — the class gradient the blind block already measured in real data.
1:1 interview
What "getting old" means to a 50+ person in class C, in their own words.
Executives: fluency, fear and the chat-only reflex.
Brazilian executives on AI fluency, FOMO and the chat-only habit — a twin-cell population built for B2B discovery.
| Population | What it carries | Anchored in |
|---|---|---|
| Brazilian executives — AI fluency | Twin cells across roles and sectors, for questions no consumer panel can answer. | FGV |
Questions this sector brings
Open question
Describe the doubt — the AI assembles the discovery study, you approve it, nothing runs before that.
Conversations
Free-form chat with the executive segment that matches your buyer.
What the seal says about a sector population.
Every population above is a seed until it is backtested on its own topic — the seal only turns green with a real outcome. The measured ruler today is the census-calibrated general population, and its per-segment validity is public in the ledger. Attach your own outcomes and a sector population earns its seal the same way.