Let the Brazilian Sun Shine In
Building credibility for solar energy by developing research-based concept and communication

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Author(s): Fabián Echegaray
Collection: Latin America 2012 - Uncovering opportunities
Keywords: In-Depth Interviews, Focus Groups, Innovation, CSR, Emerging Markets

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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. 


Date of publication: 3.05.2012
ISBN: 92-831-0259-2
Order Code: 62215_09
Number of pages: 15

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