Who we Are

S&A Consumer Research was built by a multidisciplinary team of professionals addicted to produce knowledge.

We are here to provide qualitative research solutions to help our clients make intelligent and informed decisions. Our methods are designed to deliver deep insights using a best-in-class combining traditional research methodologies with daring innovations.

We are built to support our customers in all possible applications of qualitative research. Our work proposal is to follow the research process from initial questions to final results reports, which includes discussion of strategic implications for the companies.

For twenty years S&A Consumer Research professionals have been serving as research consultants to companies in different sectors – retail, automobile, fashion & apparel, food & beverage, health & beauty, digital technology, pharmaceutical, advertising agencies, etc.


Why S&A Consumer Research

Perspective refined by experience We truly believe in Albert Camus quote: “You can not create experience. You have to go through it!” Our team is composed of enthusiastic and dynamic seasoned professionals with more than 20 years of experience in qualitative research, consumer behavior, marketing & business.

We are specialists our research team are constantly engaged to produce knowledge in many fields. We are not just qualitative research experts, but also college professors and speakers in permanent search of consistent theories to put into practice.

Consistent insights we are focused to bring deep perspective regarding business issues and target audiences. It’s possible by a mixed of qualitative method approaches.

Opened minded teamwe are open to constructive new ideas to achieve research goals specially when merged with time-honored techniques.

Focus on clients needs there is no “ready to go research”. We understand the clients’ research needs are unique, and our team works hard to offer tailor-made solutions according to the needs of each project.

Provide best experiences traveling abroad could be a challenge, specially when in business trip in Brazil. We have a highly specialized technical staff trained to attend to the specific needs of each qualitative research projects, providing all support to carry out any kind of qualitative study – recruitment services, research facilities, professional translators. It also includes travel tips, of course.


G4 -four business people with puzzle

Methods & Tools

Qualitative research work could be translated by “passion for understanding human behavior”.

S&A Consumer Research experts are focused and well prepared to wield a robust a toolkit to conduct a provocative qualitative work with empathy, forging connections with respondents, encouraging them to reveal the true reason behind their behaviors. We provide a deep and broad understanding of people as individuals, in their multiple contexts and identities.

Our methods of analysis allow to the clients deeper and wider knowledge about research problems. We are committed to transform data into meaningful and relevant information.

Focus group (in person/on-line)

Our strategy is a carefully conceived combination of tradition and creativity. From recruiting to homework, moderation to interactive exercises, co-creation tasks, we design deeply immersive sessions to inspire differentiated strategies, resonant marketing and breakthrough products. The primary goal is go deeper with a range of techniques (projective techniques, emmotional laddering, Story Telling) – to uncover the rationale and deep emotional insights that drive behavior.

In-Depth Interviews (in person/on-line)

Our structured one-on-one interviews focus on individual responses and reactions. This approach is particularly useful for hard to reach audiences, like business executives, or for sensitive subjects like healthcare. We conduct interviews individually in the home, at the store or office, online or anywhere to provide you with an intimate glimpse into your targets’ motivations, behaviors and needs.

Observational Studies – Ethnographic approachs

It means full immersion in consumer’s or professional’s lives, in order to see things from their perspective, whether in person or virtually. We offer many shapes and tools – on site immersion, photo ethnographic, video diaries & journals, scrapbooks logs –  which letting us to see what the targets can’t always explain by words. Through this technique we can capture rich insights when consumers or professionals are “in the moment“ – home, stores, offices, schools, hospitals etc . With great help of mobile research technology we can detect future needs, identify emerging routines and understand the nuanced emotions and motivations that underlie behavior.

 A toolbox of techniques to achieve the goal…

Rube Goldberg Machine


  • Innovation & Product Development
  • In-Depth Analysis of New Product Ideas and Brands
  • Ad development & Concept testing 
  • Packaging & Visual Development
  • Point-of-Sale communication improvement
  • Testing and identifying winning initiatives to drive sales in-store
  • Shopper Insights
  • Exploratory Analysis of New Markets
  • Identify growth opportunities in new markets
  • Trend Analysis
  • Cultural Insights


Over the past 20 years we provide specialized qualitative research for many clients across different business and industries. Our specialists have helped a wide range of brasilian and multinational companies. Some of segments to which we provide services:


  • Automobilistic – Cars & Trucks
  • Supermarket
  • Food & Beverage
  • Household Products
  • Healthy & Beauty
  • Flavors & Fragrances
  • Fashion & Wearing Apparel
  • Magazines & Publishers
  • Internet & Digital technology
  • Electronics
  • Furniture & Décor
  • Fitness & Sports
  • Pharmaceutical
  • Toys & Games
  • Entertainment and Culture
  • Financial & Stock Market
  • TV Programming
  • Travel & Tourism
  • Veterinarian
  • Agricultural

Some of our clients

  • Unilever
  • Leroy-Merlin
  • Mercedes-Benz/Daimler Chrysler do Brasil
  • Kimberly-Clark
  • Grupo Pão de Açúcar
  • Nissan
  • Newcomm – Y&R
  • Fischer & Friends
  • Landor Associates Designers Wordwide
  • C&A
  • Marisa
  • Fiat
  • GM
  • IVECO Brasil
  • Motorola

Our Team

 We are a group of talented researchers, professors and consultants from different professional backgrounds and experiences. We gather our stories and join efforts to produce advanced qualitative research.

Norma Lucia Soncini 

Psychologist, Master in Communication Sciences & College Professor, fascinated to understanding human behavior and cultural trends to recognize underlying motivations that drive consumer choices.

Over the last 20 years she uses her experience and background to implement thoughtful research methodologies and examine data through a critical lens that facilitates actionable client strategy.

Norma has extensive experience in conducting focus groups, online moderation, in-depth-interviews and on-site ethnography with several targets. She seeks to be always updated with advanced qualitative methodologies – projective techniques, emotional laddering, photo ethnography, logbook, storytelling, innovation co-creation LAB.

Luiz Arnaldo Stevanato

Psychologist, Master and PhD in Business Administration, MBA Professor, Career Coach, Consumer Behavior & Organizational Culture Consultant, he combines his breadth of knowledge with fresh perspectives by drawing on his years of experience, which span a variety of industry types.

Luiz bring together an important set of skills from Human Sciences and Business Strategies that enables to build consistent scenarios to design strategic marketing actions. He has provided his expertise to help an extensive list of clients.

During 33 years he has worked as a social psychologist applying his knowledge to different areas like consumer behavior research, organizational culture, career developmen, and leadership.


We have a high level network of partners to support all kind of qualitative research activities – highly experienced recruiters, specially designed facilities for focus groups & in-depht interviews, solutions and support for online research, translators, transport, film crew etc.