Trend based on what?

Over the past few years, I have dedicated myself to studying the world of big data. I must confess it has been a challenging yet extremely promising journey. After all, when looking at today's analytical landscape, it is impossible not to be struck by the staggering amount of information we generate daily and where it takes us. However, a crucial question lingers: are we truly prepared to handle data and research effectively?

Data analysis is vital when it comes to understanding behaviors, journeys, and decision-making. Yet, in the digital age we live in, over 80% of data is unstructured—meaning it is raw and lacks any prior filtering or organization. This creates a challenging scenario where interpreting this data and delivering relevant insights becomes a complex and demanding task.

Artista: Juan Manuel Sanabria

And when it comes to seeking structured data, I believe we face a serious problem regarding limited studies and minimal, internationalized scopes in research. We often tend to overvalue what is considered innovation and trend-setting abroad, while frequently overlooking the incredible potential we have in domestic research and the foundation it can offer to apply (or not) these trends. That is precisely where, in my opinion, the Brazilian Institute of Geography and Statistics (IBGE) comes into play.

IBGE is a rich source of information about the Brazilian reality. Its research covers a wide range of topics, from demographics and economics to culture and the environment. Assessing our own census through IBGE data can be extremely valuable, providing powerful insights for more accurate campaigns, actions, and strategies.

For instance, by analyzing the demographic data provided by IBGE, we can better understand the profile and needs of the Brazilian population, tailoring our marketing strategies and developing products and services that align with our country's reality. Furthermore, by leveraging IBGE data on consumption habits, digital behavior, and social trends, we can anticipate market demands and make more informed decisions.

In an increasingly data-driven world, it is crucial to recognize the value of the information available in our own backyard. IBGE offers a goldmine of data that can be tapped into to drive innovation, guide strategic decisions, and promote sustainable development in our country. Considering this, I feel that many professionals abandon great ideas because they fail to adapt this foreign 'innovation' to the Brazilian reality, and in the end, we lose a lot, creatively speaking.

As I continue to study big data and analyze metrics, I realize even more the importance of looking inward, valuing the potential of local data, and recognizing the wealth of information that IBGE has to offer. This does not mean that connecting and merging information presented at foreign conferences, fairs, and festivals is of lesser value; the core issue is our starting point. The strategic journey of study can be much more realistic and tangible if we consider the Brazilian landscape first and foremost.

Written by Renan Barreto.

Reviewed with the help of artificial intelligence.

*FIAP On: Big Data & Analytics