How to choose the first Brazilian state for a market test

Define the state's role

A state may serve as a sales market, distribution hub, manufacturing base or supplier gateway. Do not compare locations before defining the role.

Use comparable indicators

Choose five to eight indicators with clear definitions, sources and dates, then normalize scale and weight. More data does not replace a clear decision question.

Validate in the field

Test desk findings through customer, partner and local-expert interviews. The goal is to expose gaps between indicators and actual buying behavior.

Define the state's role

A state may serve as a sales market, distribution hub, manufacturing base or supplier gateway. Do not compare locations before defining the role.

Use comparable indicators

Choose five to eight indicators with clear definitions, sources and dates, then normalize scale and weight. More data does not replace a clear decision question.

Validate in the field

Test desk findings through customer, partner and local-expert interviews. The goal is to expose gaps between indicators and actual buying behavior.