UX thoughts from Brazil

To be able to grow Opera user base in Brazil through both online and offline channels you need someone that deeply understands the country, but someone that also understands about technology readiness as a whole. What you need is an Opera Evangelizer, someone that not only understands the country, technology, marketing, and user experience, but also lives all of that!

Research has shown that people have a paradoxical relationship with technology, holding both positive and negative feelings at the same time. They feel that technology is mentally stimulating but at the same time they have the impression that technology always seems to fail at the worst possible time.

While optimism and innovativeness propel consumers to adopt a new technology (product or software), insecurity and discomfort inhibit them. When a commercial process is unfamiliar and there's an absence of personal representative, physical location, or corporate history, consumers get nervous.

To conquer a market like Brazil you'll need a technology segmentation approach. You have to work with the customers in different ways, based on their stage of technology market entry: as innovators (explorers), early adopters (pioneers), early majority (skeptics), late majority (paranoids), and laggards.

“Explorers” are highly optimistic and innovative. They score high in technology readiness and are highly motivated and fearless to try new technology once it appears in the market.

“Pioneers” are relatively early adopters of new technology but are simultaneously held back by inherent discomfort and insecurity. They are innovative yet cautious.

“Skeptics” are fairly techno-ready; they are lowly motivated and need to be convinced of the benefits of using the emerging technology.

“Paranoids” are the insecure. They are later adopters of new technology. Though paranoids are convinced of the benefits of the technology, at the same time, they are concerned about the risks and barriers of technology adoption.

“Laggards” are the resistant ones, who are likely the last adopters of new technology and they may never use new technology unless they are forced to do so.

Prior studies found that explorers and pioneers are high in technology readiness and tend to embrace new technology earlier than the others and that's why I strongly recommend you to start the approach on these 2 types.

I am the right person for the job because I not only want to do it but I also know how to do it.