The 2012 edition of Movelsul Brasil will be the first furniture fair with a focus on the new Brazilian middle class, investing in tools to actually understand who that consumer is. To assist exhibitors in designing products that meet the growing demand for these products, Sindmóveis has hired Data Popular, a company that specializes in research and consulting on the behavior of the new middle class. Their goal is to get to know the profile of housing and furnishings of families with a monthly per capita income ranging from R$ 350 to R$ 1,300, in addition to the peculiarities found in each region of the country. "No one will be a market leader if they do not win the hearts, minds and pockets of the new Brazilian middle class," states the director of Data Popular, Renato Meirelles, who has worked for 10 years in research and consulting aimed at this social class.