Local Data Matters: An interview with Julio Calil, Country Manager for Brazil

Understanding people

For Julio, market research has always been about more than data alone. “I believe that understanding people – their opinions, behaviours, needs and motivations – is essential to turning information into knowledge, and knowledge into more strategic decisions,” he says.

“Market research allows me to be in constant contact with different perspectives and to closely follow the changes in society and in consumer behaviour.”

The changing Brazilian market

“The market research industry in Brazil is mature, competitive and undergoing a rapid, technology-driven transformation,” Julio explains. “Demand is shifting from traditional research towards faster, more integrated and decision-oriented solutions.” That shift puts pressure on companies to demonstrate their value. “The industry is under pressure on efficiency, speed and cost, which makes differentiation through methodology, technology and quality of insights increasingly important,” says Julio. At the same time, research companies are competing with consultancies, digital platforms, data companies and new AI-based solutions. “In this landscape, the main challenge – and opportunity – is to turn data and people’s voices into actionable business intelligence.”

Trust at the heart of Norstat

For Julio, one quality stands out when he thinks about Norstat: “Trust.”

“What stands out most to me about Norstat is the trust the company has built over time, grounded in the quality of its panel and of its people,” he says. “These are pillars that guide us here in Latin America, so there is a very strong alignment between local markets.”

AI and the future of market research

Julio believes artificial intelligence will change how market research works, but not replace the fundamentals that make research valuable. “I believe AI will transform market research rather than replace it, making processes faster and more efficient,” he says. As those efficiencies increase, he expects data quality to matter even more. “At the same time, high-quality data and reliable respondents will become even more important. The big opportunity lies in combining the efficiency and scale of AI with quality panels and human expertise to generate insights we can trust.”

Delivering quality from start to finish

When it comes to which type of projects he enjoys, the methodology itself is less important than delivering quality, for Julio. “For me, it’s less about a specific methodology and more about delivering quality,” he explains. “I enjoy working on projects where we can provide reliable data, understand the client’s needs and deliver a high-quality solution from start to finish.”

Why Norstat

“I’d say it all comes down to trust and quality. Norstat has a strong, high-quality panel and, just as importantly, people who understand clients’ needs and are committed to delivering reliable data and excellent service.”