Understanding consumer behavior has become a strategic priority for large companies, like iFood, which increasingly invest in hiring specialized analysts to monitor trends, identify potential crises, and explore new opportunities, according to Ana Gabriela Lopes, the company’s marketing director. Brands that can capture and interpret signals emitted by consumers on social media are ahead in creating advertising campaigns that truly connect with the public, as they have the power to anticipate strategies and understand consumer behavior.
Camilo Moraes, director of strategy and business at Sobe* Communication and Business, an advertising agency in the southern region of the country, discusses the challenge of balancing data and creativity within agencies: “Today, it is not enough to have a good creative idea. It is essential to deeply and constantly understand consumer behavior. Brands need to pay attention to what people are saying and doing to create campaigns that truly make sense and bring results on all fronts. The challenge is to turn raw data into effective strategies that generate engagement and relevance. And, therefore, the importance of having specialized employees in this strategic vision.”
For the founder of Grupo Croma, Edmar Bulla, this shift in mindset within companies is important: “The advertising market is going through a transformation, where data plays a central role in creating campaigns. Companies that can combine behavioral analysis and creativity will have a significant competitive advantage.”
By investing in hiring professionals capable of interpreting data and translating behaviors into advertising strategies, brands ensure more precise campaigns that are connected to the audience’s expectations. This movement reinforces the importance of market intelligence and constant adaptation to social and digital changes. Agencies have the mission to understand the business as well as the client.
