Terra announces the launch of the Terra Insights hub, a channel that gathers research conducted via the Vivo Ads mobile platform, the largest data lake in Latin America, aimed at identifying behaviors, market trends, and consumption habits of Brazilians.Thus, the hub assists brands and advertisers in obtaining more accurate and in-depth responses, 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 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 and Vivo's data 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 the proprietary ones we use internally with strategic insights and a focus on 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 at Terra & Vivo Ads.
How Terra Insights works
The surveys are conducted using proprietary solution, with 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 are analyzed using statistical methods.
From the total responses collected, a demographic and psychographic sampling is carried out to ensure that the data respects the criteria established by the 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, São João do Terra, held in June 2024 at the Museum of Modern Art (MAM) in Salvador, which was conceived based on proprietary research by Terra Insights. Data collection, which ensures respondents' privacy, identified an opportunity to offer the residents of the Bahian capital a free event, integrating traditional June festivities with the modernity that only Terra has, and the result was surprising.
More than 2,500 people visited the site and over 372,000 views were recorded on the broadcasts of Chico César, Mariana Aydar, Forró da Gota, and Coletivo Carcará shows across all Terra platforms, sponsored by eight brands. Publicly successful, Terraiá collected more than 1.7 tons of food which were donated to an institution in Salvador.
“Terra Insights' personalized research brings 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, effectively reaching the right audiences with increased impact and return on marketing actions for Terra's brands and advertisers.”, observes Daniele Almeida, Head of Data Strategy and Campaigns at Terra & Vivo Ads.
Learn more about Terra Insights' methodology and research athttps://www.terra.com.br/insights/
