The way companies collect and use data is changing rapidly. With the rise of digital privacy, the gradual end of third-party cookies, and the enforcement of regulations such as data protection laws, market research has also had to evolve.
For many years, third-party cookies were one of the main tools used to track consumer behavior online.
Cookies are small files stored in a browser that help websites remember user information, such as login details, preferences, and browsing history. Third-party cookies, however, are created by external companies rather than the website being visited, usually through advertising platforms, social media networks, and tracking tools.
This allowed companies to monitor user behavior across multiple websites, identifying interests, purchasing habits, and buying intentions. That is why, after searching for a product, it often starts appearing in ads across different websites.
This model was widely used for targeted advertising and market intelligence, but it also raised major concerns about privacy and the excessive use of personal data.
As a result, companies like Google and Apple have started limiting this type of tracking, while stricter data protection regulations around the world have reinforced the need for consent, transparency, and stronger data security.
In this new landscape, first-party data has become even more valuable.
First-party data refers to information collected directly by the company itself, with the consumer’s authorization and through a direct relationship. This includes forms, surveys, registrations, CRM interactions, purchase history, behavior within owned channels, and other relevant touchpoints.
Instead of relying on third-party sources, companies now need to build their own market intelligence using data that is more reliable, more qualified, and more closely connected to their real audience.
In market research, this represents a major shift.
It is no longer enough to simply collect large volumes of data. Companies must ensure methodological quality, analytical depth, and confidence in the information supporting strategic decisions.
Well-structured first-party data enables more precise segmentation, better understanding of consumer behavior, reduced bias, and more actionable insights for expansion, positioning, and innovation.
In complex markets such as Brazil and Latin America, this becomes even more important. Local expertise, cultural interpretation, and methodological validation make the difference between superficial data and truly strategic intelligence.
The future of market research is not about having more data, but about having the right data.
And increasingly, that data starts within the relationship between companies and consumers.
At About Brazil Market Research, we believe that data quality, local intelligence, and methodological consistency are essential to transform information into safer decisions and more sustainable business results.
Sources:
Google Privacy Sandbox
Apple App Tracking Transparency
Brazilian General Data Protection Law (LGPD)
McKinsey & Company – The Value of First-Party Data
Deloitte Insights – The Future of Customer Data Strategy
