Tiago Barra
Founder of digital forest and currently CMO at Swile BR. Focus on strategic data vision and growth with experience at 99, Rappi and Itau
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.