Potencial Consultoria E Pesquisas

What Potencial Consultoria E Pesquisas does

Potencial Consultoria E Pesquisas (legal name: POTENCIAL Inteligência, Informação e Tecnologia) is a Bahia, Brazil-based market research and opinion polling consultancy founded on September 1, 2007 by Zeca Martins. The company executes customized qualitative and quantitative research projects—focus groups, semi-directive interviews, mystery shopping, satisfaction evaluations, market segmentation, image assessment, media research, and electoral diagnostics—using scientific statistical methods applied to representative samples. Notable proprietary deliverables include the "Nordestinos e os Shoppings Centers" project and consumer potential indices for retail verticals (white goods, furniture, electronics, construction materials), which the firm has developed since 2002.

The company serves three primary segments: corporate enterprises across retail, energy, telecommunications, and government; political campaigns and government entities in Bahia, Pernambuco, and broader Brazil; and the retail sector with exclusive shopping center methodologies. Named clients include Petrobras, White Martins, Ultragaz, Coelba, Celpe, GBarbosa, Telebahia, Sebrae, Shopping Iguatemi, Shopping Barra, and media partners A TARDE and Rede Bahia. The company demonstrates a documented 95%+ accuracy rate across 22 electoral surveys co-published with Grupo A TARDE and has conducted 65 electoral surveys across 42 municipalities in recent election cycles.

The business model is professional services: customized project-based research with pricing not publicly disclosed. Go-to-market is sales-led, direct engagement with enterprise clients via phone and WhatsApp from offices in Salvador (headquarters) and São Paulo. Growth is supported through media partnerships (A TARDE, Blog do Magno), earned media via TV appearances on "ISSO É BAHIA," and content marketing through a blog covering electoral research, market studies, and social behavior analysis. The company is privately held with no disclosed external institutional investors, parent company, or M&A activity.

Name

Potencial Consultoria E Pesquisas

Legal name

POTENCIAL Inteligência, Informação e Tecnologia

Website

https://potencialpesquisa.com.br

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Potencial Consultoria E Pesquisas is a Brazilian market research and opinion polling consultancy, founded in 2007 and headquartered in Salvador, Bahia. It delivers customized qualitative and quantitative research to corporate enterprises, political campaigns, and retail clients across Brazil, with notable strength in electoral polling.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ)

Keywords

• Market research
• Opinion polling
• Consumer insights
• Electoral research
• Retail research

Headquarters

HQ city

Salvador

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Custom Research Projects: The company develops customized research projects based on each client's specific needs, including both qualitative and quantitative methodologies such as focus groups, semi-directive interviews, mystery shopping, satisfaction evaluations, and market segmentation.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

POTENCIAL is a Brazilian market research and opinion polling consultancy that develops customized research projects for corporate and political clients. The firm applies scientific statistical methods to understand social, political, environmental, and economic phenomena through qualitative and quantitative methodologies, including focus groups, interviews, mystery shopping, satisfaction and image evaluations, market segmentation, and political/electoral diagnostics. It specializes in retail research with exclusive methodologies for shopping centers and consumer potential indices across multiple product categories.

Product overview

Potencial Consultoria E Pesquisas offers a comprehensive suite of market research and opinion polling services centered around its proprietary research methodologies. The core offerings include retail research (Pesquisas de Varejo), focus groups, semi-directive interviews, mystery shopping, satisfaction evaluation, image assessment, market segmentation, political/electoral diagnostics, and media research. The company serves diverse industries including retail, shopping centers, telecommunications, energy, and government sectors, combining quantitative and qualitative methodologies to transform information into intelligence for strategic decision-making.

Differentiator

Problem solved

Functional benefit

Products and services

• Pesquisas de Varejo (Retail Research)
• Focus Groups (Discussão em Grupo)
• Entrevistas Semi-Diretivas (Semi-directive Interviews)
• Cliente Oculto (Mystery Shopping)
• Avaliação da Satisfação (Satisfaction Evaluation)
• Avaliação de Imagem (Image Evaluation)
• Segmentação de Mercado (Market Segmentation)
• Diagnóstico Político e Eleitoral (Political and Electoral Diagnostics)
• Pesquisa de Mídia (Media Research)
• Custom Research Projects

Quantifiable outcome

• 95%+ prediction accuracy in electoral surveys (22 surveys in partnership with A TARDE)
• +3 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• A TARDE (Grupo A TARDE)coreStrategic or Co-development Partner · 25 November 2020Media partnership between A TARDE and Potencial Pesquisa achieved over 95% accuracy in electoral predictions. 22 surveys were published in partnership, with 10 phone-based surveys (all matching election results) and 12 in-person surveys. This partnership represents a flagship collaboration for electoral polling and public opinion research in Bahia state.
• Blog do MagnocoreStrategic or Co-development Partner · 20 August 2020Strategic partnership with Blog do Magno for political-electoral research in the Recife metropolitan region and Pernambuco state. Conducted multiple evaluations in the Metropolitan Region of Recife, with expansion plans for Petrolina and other inland areas of Pernambuco.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Datafolha: Brazil's most recognized electoral polling and market research firm, closely comparable to Potencial's political polling and quantitative public-opinion work. Both serve media outlets and political campaigns with election research in Brazil.
• MDA (Pesquisa e Marketing): Established Brazilian market research firm offering corporate and public opinion research with national coverage. Comparable to Potencial's mixed qualitative-quantitative methodology portfolio and corporate client base.
• Vox Populi: Brazilian research institute well known for electoral polling and public opinion studies; directly comparable to Potencial's political and electoral diagnostics line of business and similar methodology focus.

Broad incumbents

• Ipsos Brasil: Global research group with significant Brazilian operations covering consumer research, brand health, and public opinion. Comparable to Potencial's mixed-methodology corporate research and customer satisfaction work, with deeper international methodology libraries.
• NielsenIQ Brasil: Global consumer intelligence firm with major operations in Brazil, focused on retail measurement, shopper behavior, and consumer potential — directly comparable to Potencial's retail research and consumer potential indices for categories like white goods and electronics.
• Kantar IBOPE Media: Large multinational research firm with deep Brazilian presence across media research, consumer insights, and brand tracking. Overlaps with Potencial's media research, image evaluation, and market segmentation services, but at much greater scale and with broader geographic coverage.

Emerging players

• Quaest Consultoria e Pesquisas: Brazilian polling and research firm with strong electoral and corporate research capabilities. Comparable to Potencial's political polling and consumer research, often considered a newer-generation competitor with growing national footprint.
• AtlasIntel: Brazilian-origin polling firm recognized for accurate electoral forecasts using online panel methodology. Comparable to Potencial's electoral polling business, but competes with a digital-first method that pressures traditional phone/in-person approaches.
• Futura Inteligência: Brazilian research and consulting firm offering market research, brand evaluation, and strategic intelligence. Comparable to Potencial's brand image evaluation, customer satisfaction, and strategy-oriented research offerings.

Regional players

• Criterium Pesquisa: Brazilian regional research firm with strong Bahia and Northeast presence running electoral and consumer studies. Closely comparable to Potencial in geographic focus and political polling work, representing direct regional competition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/potencial-consultoria-e-pesquisas

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Potencial Consultoria E Pesquisas