A Library of Insights

Inesplorato’s relationship with Globo is long-standing. Since 2011, we’ve helped the group’s brands stay in tune with society. Behind the scenes, we often say that Globo has the sharpest questions. The courage and curiosity of this group have guided us through numerous exploratory studies, where we gather data and connect various fields of science to understand topics such as mobility, communication glitches, the secret world of women, Brazilian cultures, human interests, and many other themes.

How do people make choices?

In a world of endless consumption options, ensuring that a brand is chosen by consumers is one of the key missions for business leaders.

• But how does this choice happen?
• To what extent is it possible to influence human decision-making?
• Is true autonomy and freedom of choice possible in a world full of influences?

These are some of the questions that guided the exploratory study Salto Livre, conducted for GNT in 2019 and more relevant than ever. In this study, we dove deep into neuroscience, psychology, philosophy, sociology, and consumer studies.

The results of the project were turned into a medium-length documentary, featuring interviews with various experts and narrated by actress Mônica Martelli.

“We are incredibly proud of our partnership with Inesplorato. The studies we’ve developed have been a breath of fresh air when we’re feeling stuck in the daily grind; not just for our team, but also for our business partners. A truly inspiring group of highly creative professionals!”

Fabiana Gabriel, Marketing Manager at GNT during the project.

How do people communicate?

Communication breakdowns are not the exception, but the rule. Despite the thousands of tools humanity has today, transmitting and receiving messages with quality and effectiveness remains a huge challenge.

• Does everyone know how to listen?
• What does it take to understand a message?
• Is every medium suitable for every type of communication intent?
• What can be done to improve human interactions and the connections between people and brands?

Meia Palavra is an essential exploratory study for companies looking to enhance their ability to connect with people. It’s also an incredible resource for rethinking communication from a personal and human perspective.

The results of the project served as the foundation for a series of communication lessons—fun, educational, and, at the same time, profound—led by hosts Astrid Fontenelle and Fábio Porchat. There’s no way you won’t be transformed after this deep dive into science.

“I saved all 7 episodes in a playlist to watch and rewatch, and shared it on Facebook. My friends are loving it. Thanks, GNT! Grateful!”

“Guys, I loved the video series! A goldmine of content!!!”

“You guys nailed it with this GNT series, I’m going to share it with all my peers.”

Comments made on the GNT Channel on YouTube

Where do content production trends come from?

Where do trends come from? It’s common for Brazilian companies to think that the future of what happens in Brazil always lies outside the country. Observing cultural movements in major global metropolises has been a traditional way of predicting the future of markets. But this study was designed to show the opposite!

In the Ginga POP trend mapping, we teamed up with the Gente platform to dive deep into Brazilian popular culture and map what it reveals about upcoming content trends.

You can check out the results of this project on Gente.

And when the challenge is dealing with a lot of internal business information?

Another type of project we’ve worked on several times for Globo is the review of internal research history. Since the group invests heavily in knowledge, we’re often called upon to analyze large volumes of reports and data, identifying valuable insights that help address business challenges. It’s a truly enjoyable task, especially with Globo’s vast expertise!