Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
© TNS
Get to know where is the heart of the Brazilians and which National Football teams
they will support
© TNS
© TNS
Although the heart of Brazilians is with Brazil, 18% of them
consider that Brazil will lose. Young people are the se...
© TNS
© TNS
We used ConversionModel, a TNS methodology to analyze the share of support of each national football team. This anal...
© TNS
© TNS
We know that Brazilians love football but we wanted to know
how deep in their hearts they will be able to support ot...
© TNS 8
While others, are sitting basically in the center of the map, lacking of a clear position
Powerful
Dominant
Compet...
© TNS
Brazil is positioned in the exciting and friendly segment. According
to the Brazilians the Personality of their Nati...
© TNS 10
© TNS 11
The Brazilians see the Mexicans as a team of sociable and popular people,
but also sentimental and protectors.
Th...
© TNS 12
The Brazilians see Cameroon as a team of optimistic and positive
people with battlers and warriors players.
Both ...
© TNS 13
Some of the favorites to win the World
Cup: France, Netherlands, Germany,
Argentina and US have an opposite
perso...
© TNS 14
Brazilians perceived France as a team full of respected and admirable
players, with dedicated and loyal people. T...
© TNS 15
Netherlands has an opposite positioning to Brazil. While Brazilians
are more creative the people from Netherlands...
© TNS 16
Passionate and intense
Happy, joyful
Excited, elated
Play creatively
Best quality players
Star players to win
Int...
© TNS 17
Brazilians consider Argentina a team of fearless and brave players
who have a strong attack and score many goals....
© TNS 18
Brazilians consider United States as a team with intelligent and
analytical players with a superior performance a...
© TNS
Recent events in the World Cup have shown that
nothing is certain and that when expectations
face reality, some pred...
© TNS 20
Where does the Brazilian heart belong?
Upcoming SlideShare
Loading in …5
×

Where does the brazilian heart belong?

1,448 views

Published on

TNS no se hace responsable de la transcripción automática generada por Slideshare bajo estas lineas

Published in: Data & Analytics, Sports, Business
  • Be the first to comment

Where does the brazilian heart belong?

  1. 1. © TNS Get to know where is the heart of the Brazilians and which National Football teams they will support
  2. 2. © TNS
  3. 3. © TNS Although the heart of Brazilians is with Brazil, 18% of them consider that Brazil will lose. Young people are the segment where a higher percentage criticize the performance of the National Football team. Cultural heritage is a factor. Brazilians prefer first Portugal and then other European countries that colonized their territory. The South of the country is also willing to support Argentina and Uruguay, their closest neighbors. The young (from 15 to 24 years old) are passionate about Spain, unfortunately these expectations drowned by the recent defeat and elimination of the former World champions. They also cheer up for another countries and believe they have also chances to win: 4% Portugal 3% Spain Italy 2% Germany Argentina 1% -1% Uruguay England France Japan Netherlands Brazilian heart belongs to “la verdeamarela” but their cultural heritage and proximity also influence their preference
  4. 4. © TNS
  5. 5. © TNS We used ConversionModel, a TNS methodology to analyze the share of support of each national football team. This analysis allows us to say who will the Brazilians support in the scenario they lose and don’t get to the finals. According to this model, 6 out of 10 Brazilians won’t support other teams. If Brazil loses, from those who will support another team 4 out of 10 Brazilians will cheer Portugal, 3 out of 10 will cheer Spain and 3 out of 10 will cheer Italy (before the elimination of these teams). The level of support is related to their cultural heritage. 13% of Brazilian population has a Portuguese origin, 11% Italian, 6% Spaniard and 5% German. Click here to know more about ConversionModel Brazil 81.9% -1.5% Portugal 3.5% +0.3% Spain 2.9% +0.0% Italy 2.5% +0.4% Germany 2.1% +0.2% Argentina 1.6% +0.0% Uruguay 0.9% +0.2% England 0.8% +0.1% Netherlands 0.4% +0.1% France 0.6% -0.1% Japan 0.5% -0.0% Brazil Share of support per country Projected share of support SAMPLE SIZE: n. 968 [968 weighted] // CUSTOM FILTERS APPLIED: None If Brazil loses, European countries have more chance to get Brazilian fans
  6. 6. © TNS
  7. 7. © TNS We know that Brazilians love football but we wanted to know how deep in their hearts they will be able to support other national football teams so we used NeedScope a tool of TNS to better understand the emotive linkage of Brazilian fans and all the teams. Emotion is the underlying driver of all human behavior, it lies at the heart of the consumer’s brand decision and is a core component of any successful brand. NeedScope is a methodology that goes deeper in the human emotions to reveal what is below the rational and conscious to get to the emotive needs. According to this model exist 6 archetypes where we locate the National Football teams. Powerful Dominant CompetentConnective Friendly Exciting PersonalityPersonalityPersonalityPersonality Passionate and intense Fearless, daring FeelingFeelingFeelingFeeling Different, standing apart Courageous, unstoppable PersonalityPersonalityPersonalityPersonality Ahead of the rest, determined Respected, distinguished FeelingFeelingFeelingFeeling Superior, dominant Special, accomplished PersonalityPersonalityPersonalityPersonality Intelligent, analytical Discerning, refined FeelingFeelingFeelingFeeling Knowledgeable, clever Focused, serious PersonalityPersonalityPersonalityPersonality Sentimental, nostalgic Dedicated, loyal FeelingFeelingFeelingFeeling Close, caring Reassured, connected PersonalityPersonalityPersonalityPersonality Optimistic, positive Sociable, popular FeelingFeelingFeelingFeeling Fitting in, belonging Companionship, togetherness PersonalityPersonalityPersonalityPersonality Carefree, fun-loving Spontaneous, lively FeelingFeelingFeelingFeeling Upbeat, uplifted Excited, elated Click here to know more about NeedScope Where does the Brazilian heart belong?
  8. 8. © TNS 8 While others, are sitting basically in the center of the map, lacking of a clear position Powerful Dominant Competent Connective Friendly Exciting Some teams have a clear position in the mind of the Brazilians
  9. 9. © TNS Brazil is positioned in the exciting and friendly segment. According to the Brazilians the Personality of their National Football team is excited, fun loving, passionate and intense. They sense that the team show happiness, joyfulness, excitement and elation. 9 The Brazilian team is considered carefree and friendly
  10. 10. © TNS 10
  11. 11. © TNS 11 The Brazilians see the Mexicans as a team of sociable and popular people, but also sentimental and protectors. They consider both teams to have high quality players but they think that the Mexicans distinguish themselves for having a well integrated team with young and relaxed players. Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Togetherness, belonging Sociable, popular The team is well-integrated Sentimental, protector Have the youngest, relaxed players The team of Brazil was considered better prepared than the Mexican team in the eyes of the Brazilians is more while is more
  12. 12. © TNS 12 The Brazilians see Cameroon as a team of optimistic and positive people with battlers and warriors players. Both teams share a happy and joyful personality Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Optimistic and positive Togetherness, belonging Spontaneous, up beat Strong under pressure Battlers, warriors Cameroon is seen as a team of battlers and warriors in the field according to the Brazilians is more while is more
  13. 13. © TNS 13 Some of the favorites to win the World Cup: France, Netherlands, Germany, Argentina and US have an opposite personality to the Brazilian team. They consider them to be more disciplined and analytical.
  14. 14. © TNS 14 Brazilians perceived France as a team full of respected and admirable players, with dedicated and loyal people. They sense they are focused and serious. The team is described as well integrated, with powerhouse on pitch and technically disciplined Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Respected, admirable Demanding Dedicated, loyal Focused, serious Fit in, part of things Special, fulfilled Well-integrated Powerhouse on the pitch Technically disciplined Brazil and France sit on the opposite site, while Brazil is more friendly and carefree France is more competent is more while is more
  15. 15. © TNS 15 Netherlands has an opposite positioning to Brazil. While Brazilians are more creative the people from Netherlands is seen as technically disciplined, quiet and connected. Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Ahead of the rest Determined Intelligent, analytical Fearless, brave Special, fulfilled Quiet, connected Disciplined. Powerhouse on pitch Strong under pressure Well-integrated Technically disciplined According to the Brazilians Netherlands is ahead of the rest is more while is more
  16. 16. © TNS 16 Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Intelligent, analytical Demanding, respected Focused, serious Superior, dominant Wise, clever Quiet, connected Team has best form Technically disciplined Strongest defense Well-integrated Brazilians consider the German team intelligent and analytical While Brazilians see their national team as passionate and intense, they perceived Germans as more analytical, focused and serious. Consider this team wise, superior and dominant and describe it as technically disciplined and well integrated. is more while is more
  17. 17. © TNS 17 Brazilians consider Argentina a team of fearless and brave players who have a strong attack and score many goals. Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Fearless Brave Strongest attack Score many goals While the Brazilians are more friendly and carefree the Argentinians are considered more assertive is more while is more
  18. 18. © TNS 18 Brazilians consider United States as a team with intelligent and analytical players with a superior performance and dominance on the field. Passionate and intense Happy, joyful Excited, elated Play creatively Best quality players Star players to win Demanding Respected Intelligent, analytical Superior Dominant Fit in Part of things, quiet Connected, disciplined. Commits less fouls Youngest Relaxed players United States is considered to be a demanding and respected team is more while is more
  19. 19. © TNS Recent events in the World Cup have shown that nothing is certain and that when expectations face reality, some predictions might come down. One example is Spain. Supposed to be one of the key leaders of this tournament, they were eliminated after the second match. Other examples are Italy, England and Japan who were also very well positioned in the hearts of the Brazilians but had a poor performance. Brazil is facing a World Cup full of surprises, the next match will be against Colombia (a country that Brazilians didn’t consider as one that has the ability to win) and this match will decide the future of Brazil in this competition. 19 A World Cup full of surprises
  20. 20. © TNS 20 Where does the Brazilian heart belong?

×