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Global Market Resarch 2012 is the 24th annual industry study undertaken by ESOMAR, providing a comprehensive and authoritative view on the state of the market.
|Author(s): Fabián Echegaray
Collection: Latin America 2012 - Uncovering opportunities
Keywords: In-Depth Interviews, Focus Groups, Innovation, CSR, Emerging Markets
Members: EUR 12.00
Public understanding and acceptance are recognized as critical issues shaping the successful implementation of renewable energy technologies like solar photovoltaic energy (SPV). Yet, this faces multiple challenges from low awareness and misperceptions to the lack of communication and reference background providing effective clues to prospect users. This presentation discusses how market research helped clients developing the first SPV venture in Brazil by identifying the public’s myths and concerns, and testing reactions to their key communication tool: a solar eco-label.