Studies and analysis by HYPR

Índice HYPR

HYPR studies on consumption, price, brand and behavior in the physical world, built from receipts, location data and surveys with people who were there.

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Latest

Brand and media10 min

Naming rights: the price of a place in fans’ memory.

When Allianz Parque became Nubank Parque, the launch campaign itself conceded that plenty of fans would keep using the old name. We followed the money behind four São Paulo deals, benchmarked against Barcelona and Dortmund, from the fee paid to the recall measured in eight surveys with 5,710 responses.

  • At all four São Paulo stadiums, TV accounts for 90% or more of the times the name is seen or heard.
  • Nubank pays 2.4 times what Neo Química pays and gets half the brand recall nationwide.
  • Where a home club plays, name recall is 4 to 11 points higher among people who have been within 5 km of the stadium.
R$143 per thousand exposures at Neo Química Arena, the lowest CPM in the studyaskIQgeoIQ

All studies

Brand and media10 min

Naming rights: the price of a place in fans’ memory.

When Allianz Parque became Nubank Parque, the launch campaign itself conceded that plenty of fans would keep using the old name. We followed the money behind four São Paulo deals, benchmarked against Barcelona and Dortmund, from the fee paid to the recall measured in eight surveys with 5,710 responses.

R$143 per thousand exposures at Neo Química Arena, the lowest CPM in the studyaskIQgeoIQ
Consumption and price11 min

On São Paulo’s outskirts, food prices move faster.

A HYPR study of 39.6 million receipts and R$3.76B in purchases shows that in the city of São Paulo, food gets more expensive sooner and more sharply in lower-income districts, which are also the first to feel relief when prices ease.

1.4 pp more food inflation in lower-income districts at the peak, in MayrevIQgeoIQ
Brand and media5 min

The dealership visit, measured across the whole plan.

Every platform in an automotive media plan tends to claim the same showroom visit. We measured the combined effect of all the media across an automaker’s dealership network and checked it against the competition and against official vehicle registrations.

+34.1% in visits to the brand’s dealerships during the campaign month, over the average of the previous 12 monthsgeoIQ
Data and method6 min

How far São Paulo’s fiscal receipts can see.

revIQ reads 30 million fiscal receipts a month in São Paulo State. This study shows how many municipalities and neighborhoods that volume already covers with a publishable number, and at what margin of error.

30M fiscal receipts read every month, roughly 5% of everything issued in the staterevIQ
Brand and media9 min

What a brand is worth at the checkout line.

Same pack, same shelf, and the stronger brand charges 16% to 122% more than the entry-level one. We read 6.6 million receipts across seven Brazilian retail categories to measure brand equity in the one place a CFO sees it clearly, which is price.

+122% is Protex’s premium over the entry-level brand, for the same 85 g bar of soaprevIQ
Data and method9 min

Place as audience: how to buy media without identifying anyone.

An Insper paper proposes buying media by the place where the ad will appear, drawn as a polygon on the map, and leaving the device identifier out of it. We walk through the model, its two applications, how to measure the results and the limits the author points out.

2M+ establishments and points of interest mapped in Brazil, each one ready to become a campaign targetgeoIQrevIQ
6 of 7 studies

How the studies are made

Every number comes from the same grid HYPR uses to measure campaigns.

Every study in the Índice starts from what was measured in the physical world: receipts, visits, surveys and delivered media. Each page says where the data comes from and what the minimum sample is, and everything shown here is aggregated and anonymized.

  • revIQ

    Receipts read line by line: what was bought, where, and for how much.

  • geoIQ

    Location and movement: who passed by, who lives nearby, who walked in.

  • askIQ

    Surveys with people who were there: recall, perception, intent.

  • adsIQ

    Media and attention: what people saw before deciding.

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