Nike Football Culture in Latin America

We’ve completed the ethnographic research work for Nike and the result is a beautiful, 400-page book on football culture in Latin America. The research is in large part based upon visual ethnography by Jacob Langvad Nilsson. The book is a study of football culture among teens in Brazil, Argentina, and Mexico. The research sought to capture how football as a sport greatly influence the daily lives of youngsters in both urban and rural settings, and helped the client strengthen its understanding of and relationship with its consumers. […]

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Street interviews at Universidade São Paulo (USP), São Paulo, Brazil for The BRIC Project

‘The BRIC Project‘ is a conceptual market research project which puts a face on a new generation of global consumers and brings to light the differences and similarities across four of the world’s biggest, and fastest growing emerging markets. Among the qualitative research methods, visual ethnography is the primary tool. As income and opportunities increase in these emerging markets, the standard of living, lifestyle, and consumption patterns shift from basic necessities towards expenditures on discretionary products and services. As they continue to outpace the West in terms of economic growth, the BRICs stand poised to be the world’s superpowers of tomorrow. In […]

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Understanding The New Middle Class Consumer

What does a modern, informed teenager from São Paulo have in common with his New York counterpart? Probably more than with another teenager from his own country but from a smaller city like Manaus, the capital city of the state of Amazonas and Brazil’s seventh largest city. Ethnographic studies show that culture and consumer behavior across the world capitals are more comparable than within a country’s capital and its second- and third-tier cities. This does not suggest that the average, middle class teenager from Manaus has everything in common with another from a place like Hyderabad (India), Chongqing (China), or […]

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