Terra expands research portfolio and launches Terra Insights hub

Terra announces the launch of the Terra Insights hub, a channel that gathers research conducted via Vivo Ads mobile platform, the largest data lake in Latin America, and focused on identifying behaviors, market trends and consumption habits of Brazilians. Thus, the hub helps brands and advertisers in determining more accurate and in-depth responses, facilitating decision making and investments in increasingly strategic campaigns.

The applied methodology collects data that broadly and affordably metrics the preferences and opinions of active users on the internet.Quizzes are structured and distributed through a digital rewarded media platform, covering closed questions for quantitative data, and/or open-ended, for qualitative insights.

“Terra Insights comes to give more traction to our research portfolio, transforming the data of Terra and Vivo in what we consider 'the new oil’. We have a very competent team working in various research for brands and advertisers, in addition to the owners that we use internally with strategic insights and focus on strengthening the business fronts of Terra. We believe in the scalability of this product as a reference both in the advertising market and in the distribution of data-based solutions”, comments Daniele Almeida, Head of Data Strategy and Campaigns Terra & Vivo Ads.

How Terra Insights works

The surveys are conducted through a proprietary solution, with filtering techniques, which identify inconsistencies or duplicate responses, increasing the reliability of the results. The application occurs in a predetermined period and, at the end, the data are analyzed by statistical methods.

From the total of collected responses, a demographic and psychographic sampling is performed to ensure that the data comply with 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. Example of this is Terraia, the St. John of the Earth, held in June 2024, at the Museum of Modern Art (MAM) of Salvador, was conceived from a proprietary survey of Terra Insights. The data collection, which ensures the privacy of respondents, identified an opportunity to offer residents of the Bahian capital a free event, integrating junina tradition to modernity that only the Earth has, and the result was surprising.

More than 2.5 thousand people passed through the place and more than 372 thousand views were recorded in the broadcasts of the shows of Chico Caesar, Mariana Aydar, Forro da Gota and Coletivo Carcara on all platforms of the Earth, with the sponsorship of eight brands. Success of public, Terraia collected more than 1.7 tons of food that were delivered to an institution in Salvador.

“Terra Insights personalized surveys bring valuable information about the life and behavior of the population to the market. Through spontaneous responses and actionable users, it is possible to target highly targeted campaigns, reaching the right audiences effectively with the increased impact and return of marketing actions of brands and advertisers on Earth”, observes Daniele Almeida, Head of Data Strategy and Campaigns Terra & Vivo Ads.

Learn more about Terra Insights methodology and research at https://www.terra.com.br/insights/