Terra announces the launch of the Terra Insights hub, channel that brings together research conducted via mobile platform, from Vivo Ads, largest data lake in Latin America, and focused on the identification of behaviors, market trends and consumption habits of Brazilians.Thus, the hub helps 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 metrics, in a broad and accessible way, the preferences and opinions of active users on the internet. The questionnaires are structured and distributed through a digital platform for rewarded media, covering closed questions for quantitative data, e/ou abertas, for qualitative insights
“Terra Insights arrives to give more traction to our research portfolio, transforming the data from Terra and Vivo into what we consider 'the new oil'. We have a very competent team working on various research for brands and advertisers, in addition to the owners that 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”, comment Daniele Almeida, Head of Data Strategy and Campaigns Terra & Vivo Ads
How Terra Insights works
The research is conducted through proprietary solutions, with filtering techniques, that identify inconsistencies or duplicate responses, increasing the reliability of the results. The application takes place in a predetermined period and, at the end, the data is analyzed by statistical methods
Based on the total number of responses collected, a demographic and psychographic sampling is conducted to ensure that the data meets 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 the strategies of brands and advertisers, as well as in proprietary projects. An example of this is Terraiá, the Saint John of Terra, held in June 2024, at the Museum of Modern Art (MAM) in Salvador, it was conceived from proprietary research by Terra Insights. Data collection, that ensures the privacy of the respondents, identified an opportunity to offer the residents of the Bahian capital a free event, integrating Junina tradition with the modernity that only Terra has, and the result was surprising
More than 2,5 thousand people passed through the location and more than 372 thousand views were recorded in the broadcasts of Chico César's shows, Mariana Aydar, Forró da Gota and Coletivo Carcará on all Terra platforms, with the sponsorship of eight brands. Public success, Terraia raised more than 1,7 tons of food that were delivered to an institution in Salvador
“Terra Insights' customized 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 target highly segmented campaigns, reaching the right audiences effectively with increased impact and return on marketing actions of brands and advertisers from Terra”, observe Daniele Almeida, Head of Data Strategy and Campaigns Terra & Vivo Ads
Learn more about Terra Insights' methodology and research athttps://www.terra.com.br/insights/
