At Just Worldwide, we know our team members are our strongest assets, they are at the heart of everything we do and achieve. In our spotlights we'll introduce you to members of the Just Worldwide team who will discuss their journey in market research, achievements and highlights of their roles. Let's meet Cristiane Sand from Just Worldwide Brazil, in this interview Cristiane talks about her experience managing projects in Brazil and how the industry may change in the future.
Tell us about your journey in market research so far and your role at Just Worldwide
My journey in market research began in 2001, while I was still at university. I’ve worked through every stage of the research process—starting with field supervision, data tabulation, and questionnaire programming, and gradually moving into more strategic roles focused on strategy and insights for big players in several industries. Over the years, I’ve had the opportunity to conduct interviews all over Brazil, which has helped me develop a strong understanding of the country’s social and cultural diversity, especially in the healthcare space. I’ve also written papers for research conferences, some of which received national media attention. Today, as Field Director for Brazil at Just Worldwide, I apply both my leadership experience and local expertise to ensure the successful execution of each project. From the RFQ stage, feasibility assessment to the final insights, I focus on quality, cultural relevance, and client-oriented results.
What sets Just Worldwide apart from other fieldwork agencies?
The company embraces challenging projects, particularly those involving hard-to-reach patient populations. Just Worldwide also values long-term partnerships—many of its clients have worked with the company for years, a testament to the team's reliability, trustworthiness, and consistent results. I’ve been very impressed by their high-quality standards and well-structured internal processes, which ensure consistency, compliance, and reliable outcomes across all projects.
What do you find most rewarding about your role?
Working in a place with solid, high-standard processes really makes a difference in my day-to-day—it gives me the structure I need to run and coordinate projects efficiently. At the same time, I think Just Worldwide benefits from having someone like me on the team, with deep experience in the Brazilian healthcare market—not just operationally, but also in terms of strategy, leadership, and process improvement. Plus, I have the great advantage of working with a team I’ve known for years. There’s a lot of trust and synergy there, which makes everything flow much more smoothly.
How do you think the market research industry will change in the future?
There will be an increase in more inclusive research that better reflects diverse populations and health realities. That’s where local expertise and cultural understanding will become even more critical. Hybrid methodologies, including AI will be part of the fieldwork activities. The fieldwork will have more relevance in delivering data driven results that can merge with AI.
For instance, after conducting in-depth interviews with patients about their treatment journeys, AI tools can help with emotional tones, segmentation, unmet needs taken through an AI tool, but it’s the human researcher who adds the necessary context, cultural nuance, and strategic interpretation.
AI will also play a role in optimizing participant recruitment, with the possibility to analyze big databases, matching profiles, and creating segmentation tools.
In a market like Brazil, where compliance is still evolving, how can Just Worldwide leverage its global structure and local leadership to set a new benchmark in research transparency, participant safety, and client trust?
What really stands out to me at Just Worldwide is that compliance isn’t just a box-ticking exercise. It’s something we embed into every stage of the project. By treating compliance as a strategic pillar, not just a reaction to regulations, we’re able to build genuine trust with stakeholders, avoid potential risks, and ultimately raise the bar for the quality of research we deliver in Brazil.
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