Priorities
The commercial problems marketing teams are being asked to solve.
Research
Evidence for marketing decisions in Portugal
Original research programmes with a visible method, useful comparisons and enough context to interpret the numbers.
Flagship researchResearch programme open
Portugal Marketing Decision Survey 2026
A practical study of how organisations in Portugal set priorities, choose partners, allocate resources and decide whether marketing work is producing a useful result.
The questionnaire and interview programme are being prepared. Findings will separate company size, operating model and respondent role wherever the sample supports a responsible comparison.
What the study will examine
Resources
Internal capability, external partners, budget confidence and constraints.
Decisions
How channels, agencies, technology and experiments are selected.
Measurement
Which signals reach management and what teams do with them.
Research agenda
Three programmes, each with a defined job
We will publish only when the sample, sources and limitations support a useful conclusion. Until then, every programme is labelled by its actual stage.
01Research design
Marketing operating benchmark
A recurring view of team structures, responsibilities, budget confidence and working rhythm.
02Baseline design
AI visibility monitor
A transparent review of which sources and Portuguese organisations appear in answer-engine results for selected commercial questions.
03Interview series
Client–agency working practices
Structured conversations about briefing, procurement, governance, measurement and relationship repair.
Publishing method
The method stays visible
- 01
Question
Each programme begins with a decision the research could improve, rather than a topic chosen for novelty.
- 02
Collect
The research record identifies the sample, source, fieldwork period, wording and exclusions before any comparison is drawn.
- 03
Challenge
Interpretations are checked against respondents, primary sources and plausible alternative explanations.
- 04
Publish
Every release places the result, method, limitations and relevant commercial relationships on the same page.
Useful answers
Questions people ask before taking the next step
Are the Marketing Portugal reports already published?
The current programmes are in research design, baseline design or interview stages. A report is published only when the sample, method and limitations support a useful conclusion; the page shows the actual status in the meantime.
How will the research method be documented?
Each release will identify the research question, sample, source, fieldwork period, wording, exclusions, limitations and relevant commercial relationships alongside the findings.
Can I contribute data or sponsor research?
Yes. Practitioners and organisations can propose evidence, participate in research or discuss sponsorship. Sponsorship is disclosed and does not buy a preferred finding, hidden influence over the method or advance approval of conclusions.