Abstract:

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.