Transforming Data Into Valuable Information


Who We Are


5WBRAZIL Market Research was born from the passion to learn and understand the Brazilian consumer market, with all its unique elements and differences across the various regions of this huge country.

It was born from the wish to develop and provide the market with new tools and methodologies for understanding the digital consumer and for optimizing clients’ communication investments in the online world.

After nearly 20 years working with marketing research in the Clarice Herzog Associados research agency, Carla Vasques decided to start a research company that has Brazil in its DNA and an eye on the world of consumption in the digital era.


Carla Vasques

Carla Vasques has a degree in marketing and advertising from the Casper Libero Social Communication College and a Master’s Degree in Digital Marketing from the Fundação Getúlio Vargas.

During all these years of professional experience, Carla had the opportunity to:

  • Work with major national and international advertisers and marketing research agencies – which resulted in a solid, comprehensive experience with wide range of studies and research methodologies.

  • Get involved in projects with both national and international coverage, particularly in Latin America – which generated valuable knowledge on the complexity of global marketing studies and the importance of efficient coordination and a network of competent partners.

  • Meet a large number of professionals who work directly or indirectly in the research industry in Brazil, Latin America, United States and Europe – which enables her to select the right team to work conjointly with her and ensure the best results in regional and global studies.


Bruna Paiva

Project Coordinator


Luna Rabelo

33 years old (I will be 34 on March 8)
Master’s degree in Marketing Research, Public Opinion and Media (FESPSP).
Degree in Fashion Business – Fashion Marketing and Retail (UAM).

Marcia Henz

Marcia Henz

Marketing Research Analyst
Bachelor’s degree in Marketing Management from the University of Paraná and a Master’s degree in Market Intelligence from FESP-SP. Extension course on Discourse Analysis from PUC-SP.

5WBRAZIL – Understanding the Brazilian Consumer Market

What We Do

5WBrazil is a marketing research company specialized in qualitative studies with expertise in:
Brand positioning, strengthening and understanding studies

Brand positioning, strengthening and understanding studies – brand image, value structure, brand equities, identifying competitive strengths and weakness, brand elasticity for line expansion

Products and services innovation concept research

Products and services innovation concept research

Online Offline communication and POP material research

Online / offline communication and POP material research

Research of exploratory character to understand consumer behavior

Research of exploratory character to understand consumer behavior, identify unmet demands and market opportunities, uncover insights for generating a perception of innovation and value for products, services and brands

Product trial, performance research

Product trial / performance research

Website and apps usability qualitative research

Website and apps usability qualitative research

Pesquisas Qualitativas

How We Do It

The 5WBRAZIL Philosophy

Strategic Thinking

Generating actionable knowledge for the client’s business, seeking to identify what to do and what not to do to respond to the marketing challenges within the idiosyncrasies of the local market.


Ensuring more accurate data collection and more relevant findings for the market challenge at hand.

Commitment and seriousness

In conducting research and reporting on the results: dynamic, unbiased moderation, while constantly questioning, challenging consumers to go beyond the obvious, politically correct, easy answers. Ultimately generating more interesting, valuable insights to meet the client’s marketing goals.

Qualitative Investigation of Strategic Value

5WBRAZIL believe in and is devoted to a qualitative investigation of strategic value, developed and conducted based on the 3C concept – CURIOSITY, CONTRIBUTION AND CONCISION.


The pleasure of learning, the value of debate, of questioning, the freshness of an open mind and attentive, interested eyes.

Who? When? Where? Why? What? – discover more and better.

An approach that values revelation, depth and understanding of what has been revealed, but most of all of what is not explicitly revealed by the audience in study.


The team’s mindset is to ‘go beyond’, from planning the research methodologies and the areas and directions of investigation to executing and developing the final report.
The proposal is to help the client find the more creative and efficient solution (or solutions) for his marketing challenge.


Concise, clear, dynamic reporting, focused on the strategic issues and guidelines to make the client’s project move forward.
Time, more than ever, is money. And that is why 5WBrazil is committed to producing efficient reports employing visual resources that ensure that the research findings are clearly understood and grasped.


During all these years of professional experience, Carla Vasques took participant in marketing research studies for major national and international companies such as:


And also worked for several international research institutes.



Carla Vasques is an extremely competent professional. The words that define her are, no doubt, focus, energy and commitment. Passionate about her job, she has a unique ability to ask questions, get the answers and turn them into strategies for her clients. That’s why I’m her fan, friend, partner and client!

Alessandra Lima – Mind Shopper


I have worked with Carla many, many times over the course of the last 10 years and frankly she has been my go to for excellence in moderation and analysis for some time. She gets to the core of the ideas/areas/issues to be evaluated and always provides insightful answers. On top of this she is a pleasure to work with personally. Plus she is incredibly efficient with all the practical stuff. I could not recommend working with her more highly!

Joanna Adams (USA)


When I commissioned my first project with Carla as a moderator, my reference of what quality Qualitative Research stood for changed forever. Direct, pragmatic and focused, she extracts the best out of the groups and on top of this she makes recommendations on the report that add value and guide us clearly. As I change companies, I always take Carla along wherever I go. Her service is differentiated and superior to what the market generally offers.

Joana Adissi – Sanofi

Contact Us


  • Address: Rua Cardeal Arcoverde, 359 – CJ 61
          Pinheiros - São Paulo – SP
          CEP: 054007-000
  • Telephone: +55 11 99243-1573

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