A series of qualitative research studies conducted at main music festivals in Brazil to understand the audience of these events and their interaction with the brands during the festivals.

// Objetive

To investigate the audience of the main music festivals held in Brazil (Lollapalooza, Tomorrowland, Rock’n’Rio and Sónar) and understand their perceptions about the festivals.

To identify opportunities for the development of brand activations at festivals.

To develop a new narrative experience to ensure immersion and engagement with research content.

Methods & tools

– Ethnographic research
– In-depth interview
– Co-creation workshop

My contribution

– Development of research and observation script
– Ethnographic research
– Moderation of interviews
– Data analysis
– Report development
– Research presentation
– Participation in co-creation workshop


– Researchers
– Videographers/photographers
– Graphic/web designers
– Translator
– Workshop moderators

// Workflow

  • Participatory observation of public behaviour through immersion in festivals.

  • Conducting about 60 in-depth interviews each day of the festival with its participants during the events.

  • Mediation of a co-creation workshop with 10 participants to create a narrative model for the final delivery of the project.

// Outputs

Research reports

confidential content




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