SEBRAE/PR
Seeking to connect with the stakeholders who influence entrepreneurship in Brazil, Sebrae created the Sebrae Leadership Hub. This initiative aims to engage, support, and connect business leaders across the country. To achieve this, we must answer the following question: who are the leaders who contribute to building the business environment for small businesses in Brazil?
Based on this question, our role was to identify, map, categorise, and detail the main leadership profiles in the country, conducting qualitative and quantitative research, followed by workshops with professionals from all Brazilian states.
In total, approximately 1,000 leaders responded to the online survey, and 100 of them were interviewed individually. The study resulted in a tool in the form of persona sheets, containing the characteristics of 13 different national leadership profiles—including their inspirations, activities, pain points, potential connections, operating environments, motivations, and training aspects. These sheets served as a foundation for future strategies and actions of the Sebrae Leadership Hub.
Project Details
What this project includes:
- Research survey design
- Data analysis
- Conducting interviews with business leaders
- Co-creation workshops
- Persona mapping and creation
- Final tool development
Technical details
Executing consultant: Gisele Raulik
Support: Darragh Murphy, Evelyne Pretti, Rodrigo Vidinich, Julia Fontana, Rafaella Eleutério
Graphic design: Suiane Cardoso