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Why do companies still make mistakes even when investing in data?
In a landscape where data has become one of the most valuable assets for businesses, the promise seems straightforward: the more data you have, the
Data vs. Cultural Context: Where Multinationals Fail in Brazil
Brazil is a data-driven market — but it is also deeply culture-driven. Many multinational companies enter the country with robust quantitative analysis, strong projections, and
What defines a reliable market research study
A reliable market research study is not the one with impressive numbers, but the one that supports real decisions with confidence. Reliability is less about
Data as a Risk Reduction Tool in 2026
In 2026, risk is no longer a side effect of business decisions. It is a variable that must be actively managed. In a global environment
The New Era of the Silent Brazilian Consumer: Why They Don’t Complain — They Just Leave
Brazilian consumer behavior is undergoing a deep shift. The open complaint, the long customer-service call, the frustrated message to the SAC — all of this
The Role of Emotion in the B2B Buying Journey: Why Rational Data Isn’t Enough
Even in B2B, where logic and ROI dominate the conversation, purchase decisions are deeply emotional. Brands that recognize this reality build stronger connections, increase loyalty,
6 Common Mistakes Entrepreneurs Make Due to Lack of Data
Making decisions based purely on instinct might work occasionally, but it’s hardly a sustainable strategy. According to a study by Sebrae, 24% of businesses in
How Fashion Companies Use Research to Understand Their Consumers
The fashion market is fast-moving, ever-changing, and deeply connected to social and cultural behaviors. In this scenario, understanding the consumer isn’t just an advantage —
Skincare Craze: Self-Care as a New Form of Consumption in Brazil
In recent years, skincare has evolved from a mere aesthetic trend into a true reflection of cultural, social, and economic shifts in Brazil. By 2025,