The paper describes a successful experience regarding the use of a traditional research method pure and simple desk research to gather relevant insights to the business. The goal was to raise as much information as possible about Avons representatives, in a friendly, actionable and attractive format, without making large investments in the hiring of a new and complex study. But we have actually discovered a theme through various studies and were able to raise valuable insight from the work.
Market research culture is not always developed in companies. When it is, occasionally the team finds it difficult to incorporate the learnings from one project into the other. Other times, they are so eager to use innovative methods that they forget that the existing information could also bring valuable results. Having that in mind, Avon has hired IBOPE Inteligência to immerge into information gathered about their sales representatives in the past 3 years, to look for new insights. Results show that it is essential resignificate the role of the traditional research methods in the internal knowledge management, as they can bring powerful insights to the business.