Abstract:

The purpose of this paper is to show how marketing research applied innovatively and interacting with companies non-governmental organisations and the media was able to spur the Brazilian society to modify its basic cultural values thus becoming in itself an element of transformation. This paper summarizes results from a year of studies and endeavors. The primary and concrete goal of the study was to determine the cultural foundation of young Brazilians and how this foundation impacts in constructing their reality. Another goal which arose during the process of compiling the information was to determine how important marketing research was as a agent of transformation and not only as an instrumental element of society as it has been viewed lately.