Unlocking Opportunities

Brazil's telecommunications market is characterised by high taxes and complex service plans, leading to distinct user behaviours around mobile data consumption. Through our research, we identified four key user personas: "Controllers" who actively monitor and optimize their data usage, "On-the-go" users (like delivery workers) who depend heavily on mobile data, "Easy Going" users who prefer generous data plans, and "Careless" users with limited understanding of data consumption. Spotify needed to understand these diverse user behaviours around zero-rated services to identify strategic partnerships with telecom providers and better serve the Brazilian market.

Research Methodology:

‍We employed an ethnographic research approach with three key phases:

• Desk research to analyse market dynamics, user behaviours, and socio-economic factors
• A 5-day diary study to capture real-world usage patterns and attitudes
• Face-to-face ethnographic interviews conducted across Brazil, allowing us to deeply understand user mindsets and behaviours in their natural context

Key Findings & Impact:The research uncovered critical insights that strengthen Spotify's market strategy:

• Market Understanding: Comprehensive insights into Brazilian telecommunications landscape and zero-rating practices
• Strategic Partnerships: Identified valuable opportunities to collaborate with telecom providers and expand market reach
• User Segmentation: Created four distinct personas to guide targeted marketing and product development
• Strategic Direction: Delivered concrete recommendations for optimising zero-rating strategies in Brazil

Through this research, Spotify gained the strategic insights needed to enhance its service offerings and strengthen its position in the Brazilian market, enabling both data-driven decisions and effective partnerships.

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