Laura Dias
My mission is to discover and tell the stories behind data, and transform them into strategy for business and society. I am an advertiser, marketing strategist, data and technology enthusiast, passionate about human behavior and consumer habits. I am proud to have participated in data, marketing and consumer insights projects for Rio de Janeiro City Hall, Rock in Rio, L'Oréal, TIM, iFood and more than 150 brands over the last 21 years.
What the Data Doesn't Tell: Qualitative Signals that Change Company Decisions
In a world obsessed with metrics, the true competitive advantage lies in what you are capable of capturing: the human context. This session explores how qualitative signals — from the customer's tone of voice to subtle behavioral shifts in the market — can invalidate or redirect decisions based purely on cold data. We will discuss how to balance analytical science with strategic sensitivity, teaching leaders to identify invisible insights that change the company's direction. Discover how "clinical eye" and active listening allow you to anticipate trends and avoid scaling mistakes, proving that the success of a decision depends as much on data precision as on depth of perception.