How to Track the Behavior of Younger Generations
Andreia Abud explains the value of combining social listening and real-world experience to understand young audiences.
To keep pace with the rapid shifts in younger generations' behavior, media teams must combine technology with human sensitivity. Andreia Abud advocates using social listening without losing touch with real-world observation.
Andreia Abud, CMDO at Felina and board member at CONAR, spoke with Bruno Gimenes on Marketing - The Podcast about how to keep up with constant shifts in younger generations' behavior without relying exclusively on metrics and screens. The full episode also covers other topics related to data and advertising.
In the video above, Abud highlights that identifying emerging movements requires a balanced mix of analytical software and direct, everyday observation.
Using Social Listening for Trends and Crises
Monitoring platforms play an essential starting role in detecting shifts in interest and anticipating communication dynamics. In Abud's view, social listening acts as an agile radar for brand strategy: "social listening tools are very important because you capture movements and trends extremely quickly."
The ability to capture these signals quickly enables communication teams to respond faster. According to Abud, this continuous monitoring helps prevent brand reputation issues while seizing conversational opportunities that emerge in digital spaces.
Human Sensitivity Beyond the Tools
Although technical tooling is indispensable for media planning—an area where "tools and data are everything," according to Abud—analysis cannot stop at numbers. The executive argues that professionals must navigate diverse spaces and connect with real people outside corporate settings.
"The more technological we become, the more human we need to be," Abud emphasizes. For her, cultivating an active cultural life and practicing empathy are decisive factors in interpreting young consumers' choices: "your sensitivity is also fundamental so that you can closely follow the drastic, powerful shifts we are experiencing today."