Low-income respondents in market research

Low-income respondents play an essential role in market research, as they represent a significant portion of the population and reveal consumption habits often invisible to companies. However, this audience is frequently relegated to the background, as if their perceptions were less relevant for building brand strategies.

This stance, besides being restrictive, compromises the overall market view and becomes risky for companies seeking to grow in a country marked by socioeconomic diversity.

The economic weight of the low-income class

According to recent IBGE studies, more than 40% of the Brazilian population falls into lower-income brackets. Although individual purchasing power is lower, the collective volume of this public moves billions of reais per year in essential sectors such as food, transportation, energy, housing, and digital services. Furthermore, this group exhibits unique consumption behaviors, such as seeking more durable products, economical solutions, and alternatives that simplify daily life.

For example, neighborhood supermarkets, wholesale retailers, and popular pharmacy chains have registered significant growth precisely by meeting the needs of low-income respondents: accessible prices, economical packaging, frequent promotions, and geographical proximity. Similarly, digital services such as digital banks, transportation apps, and delivery services emerged to meet demands for practicality, economy, and flexibility.

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What do low-income respondents reveal?

By giving a voice to this audience, brands discover aspects that would hardly emerge in other research segments. Among them:

• Consumption priority: in scenarios of limited income, it is possible to map what the consumer considers essential and what can be replaced.

• Accessible innovation: delivery apps, digital banks, and prepaid phone plans were born from the demand for flexible and economical solutions.

• Loyalty based on trust: while higher-income consumers may try several brands, lower-income consumers tend to be loyal to companies that deliver consistent quality at fair prices.

• Product adaptation: personal hygiene brands, for example, created smaller packaging (sachets and compact bottles) precisely after research with this audience.

Learn more: Target audience examples for research with online respondent panels

The challenges of recruiting low-income respondents

Despite its relevance, including this group in research is not a simple task. Among the main challenges are:

• Limited digital access: Not everyone has stable internet or adequate devices, which can exclude some low-income respondents. Hybrid research helps overcome this limitation.
• Limited time: Many work long hours and have little time to answer questionnaires, requiring short, objective, and direct surveys.
• Distrust: There is apprehension about sharing information when the language is technical or the benefits are not clear. Simple and transparent communication increases participation and the quality of responses.

In this scenario, companies must adopt appropriate methodologies, such as in-person surveys at high-traffic locations, quick phone interviews, or even simple incentives, such as cell phone top-ups, to increase the response rate.

Another article worth reading: Research with a sample of respondents. How to Conduct Effective Research

Success stories

Several brands have already proven the strength of low-income respondents by including them in the development process:

• Concentrated cleaning products: companies realized that low-income families valued economy and durability, creating cheaper versions that yield more washes.

• Affordable health plans: clinics and laboratories expanded accessible services after understanding this public's demand for quick and preventive consultations.

• Ready-to-eat and affordable foods: fast-food chains and regional supermarkets adapted menus and prices after research with this consumer profile.

These examples prove that listening to those who are often ignored can generate profitable, useful, and socially relevant products.

Read also: Unveiling the World of Market Research Panels: Connection with Respondent Panels

The impact of listening to them

Low-income respondents represent much more than a segment with lower purchasing power; they act as protagonists in market transformations. By considering their opinions, companies **identify real consumption patterns, anticipate trends before they consolidate, and develop solutions that combine accessibility, innovation, and social impact.

Therefore, ignoring this portion of the population means losing the opportunity to understand one of the most relevant gears of the Brazilian economy. In contrast, including this public in research opens the way for more solid, inclusive, and sustainable business strategies, capable of generating value for both brands and society.

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