Small Data, big impact: How a small Brazilian company leveraged data strategies and neuromarketing theoretical concepts to drive brand success

Neuromarketing is a multidisciplinary field with a focus on how the brain processes information and influences decision-making. Traditionally, it has been the domain of large corporations, which use Big Data analytics to decode consumer behaviour. However, the high cost of these sophisticated tools presents a significant barrier for small businesses, which often lack the necessary IT infrastructure and data analysis capabilities. This paper details a three-year action research project conducted at Touca Caracol, a small Brazilian beauty and hair care company. The project aimed to optimise digital and social marketing strategies by integrating neuromarketing principles, such as sensory branding, heuristics and neurodesign, with Small Data analysis, leveraging accessible and manageable data from sources such as direct customer feedback and social media monitoring. The results were substantial: approximately 1,000 per cent increase in Instagram followers and 300 per cent growth in monthly revenue in four years. These results stemmed from a deep understanding of consumer behaviour, prioritising customer experience and building a strong brand identity that resonated with the target audience’s needs and emotions. This case study contributes to a path for the democratisation of neuromarketing, providing practical guidance and demonstrating the potential for small businesses to achieve sustainable growth and market impact through the strategic application of accessible research methods. This article is also included in The Business & Management Collection which can be accessed at http://hstalks/business.