The Terra announces the launch of the Terra Insights hub, a channel that brings together research conducted via the Vivo Ads mobile platform, the largest data lake in Latin America, aimed at identifying behaviors, market trends, and consumer habits of Brazilians. Thus, the hub assists brands and advertisers in obtaining more accurate and in-depth answers, facilitating decision-making and investments in increasingly strategic campaigns.
The applied methodology collects data that metricizes, in a broad and accessible manner, the preferences and opinions of active internet users. The questionnaires are structured and distributed through a rewarded digital media platform, covering closed questions for quantitative data, and/or open questions for qualitative insights.
“Terra Insights arrives to give more traction to our research portfolio, transforming Terra’s and Vivo’s data into what we consider ‘the new oil.’ We have a very competent team working on various research projects for brands and advertisers, as well as for internal use with strategic insights aimed at strengthening Terra’s business fronts. We believe in the scalability of this product as a reference in both the advertising market and the distribution of data-driven solutions,” comments Daniele Almeida, Head of Data Strategy and Campaigns for Terra & Vivo Ads.
How Terra Insights Works
The surveys are conducted through a proprietary solution, with filtering techniques that identify inconsistencies or duplicated responses, increasing the reliability of the results. The application occurs over a predetermined period, and at the end, the data is analyzed using statistical methods.
From the total responses collected, a demographic and psychographic sampling is carried out to ensure that the data meet the criteria established by IBGE (Brazilian Institute of Geography and Statistics), ensuring that the results reflect the profile of the Brazilian population.
The surveys support brand and advertiser strategies, as well as proprietary projects. An example of this is Terraiá, the São João do Terra, held in June 2024 at the Museum of Modern Art (MAM) in Salvador, which was designed based on a proprietary study by Terra Insights. The data collection, ensuring respondent privacy, identified an opportunity to offer the residents of the Bahian capital a free event, integrating June tradition with the modernity that only Terra has, and the result was surprising.
More than 2.5 thousand people attended the event, and over 372 thousand views were recorded in the broadcasts of the shows by Chico César, Mariana Aydar, Forró da Gota, and Coletivo Carcará on all Terra platforms, sponsored by eight brands. A public success, Terraiá raised over 1.7 tons of food that were delivered to an institution in Salvador.
“Terra Insights’ customized surveys bring valuable information to the market about the life and behavior of the population. Through spontaneous responses and actionable users, it is possible to direct highly targeted campaigns, reaching the right audiences effectively with increased impact and the return of marketing actions from Terra’s brands and advertisers,” notes Daniele Almeida, Head of Data Strategy and Campaigns Terra & Vivo Ads.
Learn more about the methodology and research of Terra Insights at https://www.terra.com.br/insights/
