Terra announces the launch of Terra Insights, a hub that brings together research conducted via the mobile platform of Vivo Ads, the largest data lake in Latin America, focused on identifying behaviors, market trends, and consumption habits of Brazilians. Thus, the hub helps brands and advertisers obtain more precise and in-depth answers, facilitating decision-making and investments in increasingly strategic campaigns.
The applied methodology collects data that broadly and accessibly measures the preferences and opinions of active internet users. The questionnaires are structured and distributed through a digital rewarded media platform, including closed-ended questions for quantitative data and/or open-ended questions for qualitative insights.
“Terra Insights comes to give more traction to our research portfolio, transforming data from Terra and Vivo into what we consider ‘the new oil.’ We have a highly competent team working on various research projects for brands and advertisers, in addition to proprietary research we use internally with strategic insights focused on strengthening Terra’s business fronts. We believe in the scalability of this product as a reference both in the advertising market and in the distribution of data-driven solutions,” says Daniele Almeida, Head of Data Strategy and Campaigns at Terra & Vivo Ads.
How Terra Insights works
The research is conducted through a proprietary solution, using filtering techniques that identify inconsistencies or duplicate 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 conducted to ensure the data meets the criteria established by IBGE (Brazilian Institute of Geography and Statistics), guaranteeing that the results reflect the profile of the Brazilian population.
The surveys support the strategies of brands and advertisers, as well as proprietary projects. An example of this is Terraiá, Terra’s São João event, held in June 2024 at the Museum of Modern Art (MAM) in Salvador, which was conceptualized based on proprietary research from Terra Insights. The data collection, which ensures respondent privacy, identified an opportunity to offer residents of the Bahian capital a free event, integrating traditional June festivities with the modernity only Terra can provide—and the result was remarkable.
Over 2,500 people attended the event, and more than 372,000 views were recorded across Terra’s platforms from the live broadcasts of performances by Chico César, Mariana Aydar, Forró da Gota, and Coletivo Carcará, with sponsorship from eight brands. A public success, Terraiá collected over 1.7 tons of food that were donated to an institution in Salvador.
“Terra Insights’ customized research provides the market with valuable information about the lives and behaviors of the population. Through spontaneous responses and actionable users, it’s possible to direct highly targeted campaigns, effectively reaching the right audiences with increased impact and better returns for Terra’s marketing actions and advertisers,” notes Daniele Almeida, Head of Data Strategy and Campaigns at Terra & Vivo Ads.
Learn more about the methodology and Terra Insights research at https://www.terra.com.br/insights/
