Automotive industry design research in Brazil

This strategic research initiative for Renault focused on building deep market and consumer understanding in Brazil as a foundation for future innovation. The research was framed, synthesized, and translated into clear, actionable strategic directions for the organization.

Guided by the Feel the Future® methodology, the project combined ethnographic observation, in depth interviews, and expert dialogue to identify patterns, tensions, and emerging behaviors across multiple cities. Convergences and divergences across data sources were synthesized into robust insights and future oriented trends. Workshops and co creation sessions transformed these findings into structured opportunity areas and a coherent strategic narrative to support executive decision making.

The work strengthened Renault’s understanding of Brazilian consumer priorities in the entry level automotive segment and informed strategic discussions that later materialized in products such as the Renault Kwid. Launched in Brazil in 2017, the Kwid became one of the country’s most relevant compact vehicles, surpassing 500,000 units sold and consistently ranking among national sales leaders.

Key deliverables included a comprehensive research synthesis, Brazil specific trends and critical tensions, clearly articulated opportunity areas, and an executive level presentation designed to support cross functional alignment and future scenario development.