Understanding consumer behavior has become a strategic priority for large companies, such as iFood, which are increasingly investing 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 the signals emitted by consumers on social media gain an edge by creating advertising campaigns that truly connect with the audience, as they have the power to anticipate strategies and understand consumer behavior.
Camilo Moraes, strategy and business director at Sobe* Comunicação e Negócios, an advertising agency in the southern region of the country, comments on the challenge of balancing data and creativity within agencies: “Today, having a good creative idea is not enough. It is essential to deeply and consistently understand consumer behavior. Brands need to pay attention to what people are saying and doing to create campaigns that truly make sense and deliver results across all fronts. The challenge is turning raw data into effective strategies that generate engagement and relevance. That’s why it’s important to have employees specialized in this strategic vision.”
For Edmar Bulla, founder of Grupo Croma, this shift in mindset within companies is important: “The advertising market is undergoing a transformation, where data plays a central role in campaign creation. Companies that can combine behavioral analysis and creativity will have a significant competitive advantage.”
By investing in professionals capable of interpreting data and translating behaviors into advertising strategies, brands ensure more precise campaigns aligned with audience expectations. This trend reinforces the importance of market intelligence and constant adaptation to social and digital changes. Agencies have the mission of understanding the business as well as the client does.
