In a country where over 75% of the population is online (Branch, 2024), understanding these generational differences isn’t just interesting—it’s strategic. At Red de Datos, we help brands read these nuances to design more relevant and effective communications.

👶 Generation Z (1996–2012): Digital Natives in Action

The internet is their native language. 96% of Colombian teenagers access the internet daily, with over 70% doing so exclusively via their mobile phones (Portafolio, 2024), spending between 6 and 8 hours connected each day (Dcdx, 2024). They prefer fast, visual, and authentic content on platforms like TikTok, YouTube, and Twitch. They follow brands with clear values, genuine tone, and messages that represent them.

“Relevant content for them is what feels authentic, gives them a voice, or represents who they are.”
— La República, 2024

For brands, connecting with Gen Z means more than just being on their favorite platforms—it’s about understanding their codes, speaking their language, and knowing what moves them.

🧑‍💻 Millennials (1981–1995): The Digital Bridge Audience

Millennials grew up with the rise of the internet and were the first to experience the digital transformation. In Colombia, this group represents a significant portion of the economically active population. Their digital behavior combines traditional media consumption with intensive use of social networks and streaming platforms.

They use the internet not only for entertainment but also to stay informed, work, shop, and make consumption decisions. They are frequent users of Instagram, Facebook, WhatsApp, and YouTube, and they value content quality, usefulness, and the trust a brand inspires (Diario La República, 2024). They expect brands to communicate with purpose without overlooking design and experience. Understanding this generation is key to building lasting and consistent relationships.

🧓 Generation X (1965–1980): Practical and Adaptive

Generation X witnessed the birth of the internet and adapted to its evolution. In Colombia, this group stands out for its functional use of technology, combining digital media with more traditional formats like television, radio, and print. They prefer clear, reliable, and useful content and often stay informed through news portals, newsletters, and closed groups on social networks like Facebook and WhatsApp.

According to the Observatorio de Cultura Digital de la CRC, they are active on transactional platforms and are increasingly familiar with tools like e-commerce, mobile payments, and virtual education, which simplify their lives and keep them updated (MinTIC, 2024). For brands, this generation represents a loyal audience with purchasing power that values clear information, omnichannel experiences, and trust.

📻 Baby Boomers (1946–1964): Connection as Autonomy

Although they didn’t grow up with the internet, Baby Boomers in Colombia have progressively adapted to the digital environment. This group uses the internet in a practical and selective way, prioritizing platforms that allow them to communicate, stay informed, and meet daily needs. According to DANE, over 60% of older adults have accessed the internet in the past year, especially for video calls, reading news, accessing banking services, and participating in social networks like Facebook and WhatsApp.

For this generation, trust and ease of use are key factors. They value clear communications without technical jargon and content that provides real value, particularly in areas like health, finance, and well-being. For them, digital connection represents “autonomy, companionship, and access to essential services” (MinTIC, 2024). Brands that want to reach this audience must offer intuitive experiences, close support, and purposeful messaging.

🎯 Why Is Understanding These Differences Important?

Understanding generational codes helps:

• Communicate more precisely.
• Choose the right channels.
• Adapt messages and services according to the audience.

🔍 How Can Red de Datos Help You?

Through digital ethnography, strategic segmentation, and behavioral analysis, we help you connect with what truly matters to each generation. The future is not uniform. Brands that interpret data with generational sensitivity will be the most relevant and enduring over time.

Do you want your brand to connect with every generation authentically?

Contact us here

El cargo Connected, Yet Different: How Generations Navigate the Digital World in Colombia apareció primero en Red de Datos.

We have all traveled various paths throughout our lives. We know how to navigate them, yet we choose the speed at which we do so based on the information we have.

In today’s world, we believe we are sufficiently prepared to make strategic decisions that determine the speed at which we want to achieve a goal. But do we really know how to do it?

The value of research prior to investment decision-making is precisely the process through which the “decision-maker” equips themselves with the necessary tools to acquire the ability to not take the path to an objective for granted, thereby reducing risk. It means betting on the understanding that all paths are different, no matter how similar they may seem, and that the strengths needed to traverse them depend on specific contexts that are rarely repeated—whether in the industry where we compete or in the preferences of the users or consumers we aim to attract.

Traveling safely means driving our projects at a speed that ensures we reach our destination with the most efficient investment of resources possible.

Our organization is dedicated to building the tools that determine the optimal speed for us as entrepreneurs and for those who trust in the clarity of our decisions.

Finding or building, as the case may be, the interpretation of information in our favor is essential to optimizing our resources, transforming reality, and becoming agents of change who positively impact society.

Carlos Alberto Villamizar
Project Lead
Red de Datos

El cargo Strategic Knowledge: The Key to Ensuring Certainty in Your Decisions apareció primero en Red de Datos.

In the digital age, we are flooded with data. From social networks to commercial transactions, everything leaves a digital trail that can be collected, analyzed, and used to make informed decisions. However, have you ever wondered if all that data is truly relevant to you and your business? At Red De Datos, we understand the importance of specialization and how tailored data can make a difference in your strategy.

When it comes to data, “more” is not always better. In fact, it can often be overwhelming and counterproductive. That’s why we advocate for specialization in data collection and analysis. What does this mean?

It means we don’t just collect vast amounts of meaningless data—instead, we focus on identifying, capturing, and processing the data that truly matters to you and your business.

But why is specialization and custom data so important? The answer lies in quality over quantity. By focusing on data that is truly relevant to you, we help you avoid information overload and concentrate on what really matters. This not only saves you time and resources but also enables you to make smarter, more effective decisions.

Every company, every industry, and even every department within an organization has unique needs and objectives. It’s not just about having access to large volumes of data; it’s about having access to the right data—the kind that is pertinent and useful for specific decision-making.

The Danger of Generic Data

Imagine trying to solve a puzzle with pieces that don’t fit. Frustrating, right? The same thing happens when we try to use generic data that doesn’t align with our specific needs. Besides being ineffective, this can lead to erroneous or suboptimal decisions that directly impact the success of a project or business.

The Need for Custom Data

This is where the importance of custom data comes into play. These are data points that have been selected, processed, and presented in a way that perfectly fits the needs of a particular client or project. From specific performance metrics to detailed information about consumer behavior, custom data offers a clear and precise vision that drives informed decision-making.

At Red De Datos, we believe in the power of data to transform businesses. But we also recognize that not all data offers strategic and valuable insights. That’s why we specialize in providing you with custom data that helps you achieve your goals more efficiently and effectively.

If you’re ready to stop swimming in a sea of directionless data and start navigating toward success with relevant and accurate information, contact us today!

El cargo Custom Data: The Key to Making Smart Business Decisions apareció primero en Red de Datos.

Why Is High-Quality Data Important?

Before diving into the data auditing process, it’s important to understand why high-quality data is crucial. Data is the foundation of any market study and business decision-making. If the data is not accurate, reliable, and complete, the strategies and decisions based on it may be biased or ineffective. That’s why at Red De Datos, we place special emphasis on ensuring the quality of the data we collect.

Georeferencing: Tracking the Trail

Georeferencing is a process through which we assign precise geographic coordinates to the locations where our surveys are conducted. This allows us to verify the exact location of the interviews and ensure they were carried out in the previously agreed-upon places. Why is this important? Imagine we are conducting a survey at different points of sale for a chain of stores. Georeferencing allows us to confirm that the interviews took place in the catchment areas of stores A, B, and C, and not in other locations where consumer responses would have no impact on consumption.

Interview Audio: Listening for Quality

Another essential component of our verification process is the audio recording of interviews. Every interview is recorded, giving us the ability to review the quality of the conversation and confirm that proper procedures were followed. Additionally, this allows us to detect any potential biases or communication issues that may have influenced the responses.

Specialized Software: The Real-Time Verification Tool

Our approach is strengthened by the use of specialized software that enables us to conduct real-time audits. This means that while interviews are being conducted, we can verify georeferencing and listen to recordings to ensure everything is in order. If we find any issues, we can take immediate action to correct them.

Benefits of Our Real-Time Verification

Real-time verification offers several benefits:

• Accurate Data: We ensure our data is precise and reliable from the start, avoiding problems at later stages.
• Transparency: We demonstrate to our clients that we follow the highest quality standards and that they can trust our data.
• Live Feedback: If issues arise, we address them immediately, improving the quality of ongoing interviews through direct communication with our team of supervisors and field surveyors.
• Trend Identification: By analyzing data in real time, we can identify emerging trends and patterns more quickly.

At Red De Datos, our mission is to provide the highest quality data to help our clients make informed decisions. Thanks to these verification practices, you can trust that the data we offer is accurate and representative of reality.

If you’re interested in learning more about how our verification methods can benefit your market research, don’t hesitate to contact us. We’re here to help you achieve your goals reliably and accurately.

El cargo The Power of Real-Time Verification apareció primero en Red de Datos.

This is where isochrones come into play—a powerful technique for understanding the geographic distribution of your audience and optimizing your commercial operations.

What Are Isochrones?

Isochrones are a way to visualize geographic accessibility and help businesses better understand where their audience is located, where competitors are positioned, and how resources are distributed in a space to understand the concentration of the area we are evaluating. As such, they are a valuable tool for making decisions related to the location of stores, distribution centers, corporate offices, and marketing strategies.

They are displayed through maps that represent the geographic areas that can be reached from a point of origin within a specific time period. These areas are created using geospatial data and consider various modes of transportation, such as walking, driving, or using public transport. The demarcated areas are shown in different colors or shades to indicate time intervals.

What Are Isochrones Used for in Market Research?

Isochrones have a wide range of applications in market research and business decision-making. Here are some of the most important:

• Accessibility Analysis: They allow you to understand which areas are accessible from a point of sale or business location within a given time. This is essential for evaluating the convenience of a specific location and determining if it is viable for your target audience.
• Geographic Segmentation: By plotting isochrones from multiple locations, you can identify where your target audience is concentrated. This helps you segment your market and tailor your marketing strategy to suit the needs and behaviors of different customer groups.
• Route and Distribution Planning: Especially useful for businesses involving deliveries or home visits, isochrones are essential for planning efficient routes, optimizing product distribution, or scheduling sales visits to minimize travel time and operational costs.
• Competition Evaluation: Isochrones are also used to assess competitor coverage in a given geographic area. This can help you make decisions about expanding or adjusting your commercial presence based on competitor activity.

Ready to Unlock Your Business’s Full Potential?

Contact us and discover how isochrones can boost your commercial strategy:

✅ Identifying new market opportunities.
✅ Optimizing the location of your stores and service points.
✅ Reducing costs and improving delivery efficiency.
✅ Outperforming the competition with precise and strategic data.

🚀 We are here to be your partner on the path to business success. Don’t miss this opportunity! Contact us now and start charting a course toward a more prosperous future.

El cargo Locate, Map, and Plan to Make Decisions apareció primero en Red de Datos.

In Colombia, several tools have been developed to measure living conditions associated with specific age groups. For older adults, we have information from studies such as the Health, Well-being, and Aging Survey (SABE) conducted by the Ministry of Health, along with other statistical and sociodemographic analyses produced by the National Administrative Department of Statistics (DANE), including the Older Adult Survey in Colombia and specific statistical reports aimed at encouraging analysis and data-driven decision-making using publicly available data of public interest (DANE, 2021).

A key conclusion from the production of analytical documents on the living conditions of (AM) in Colombia is that they provide valuable insights into various dimensions of this specific population group’s life, enabling the definition of needs and strategies for implementing public policies aimed at improving and transforming these conditions.

For example, the Quality of Life Survey (ECV) offers a more recent, though broader, perspective on the state of FI in Colombia, with data corresponding to 2022 through the application of the Food Insecurity Experience Scale (FIES).

According to the FIES results from the 2022 National Quality of Life Survey, the prevalence of moderate or severe food insecurity in households across the country was 28.1%. This means that 28 out of every 100 households had to reduce the quantity and quality of food consumed at least once in the past 12 months due to lack of money and other resources. Nationally, the prevalence of severe food insecurity was 4.9%, meaning that in 5 out of every 100 households, at least one person went without food for an entire day due to lack of money or other resources in the past 12 months (DANE, 2022).

For households with minors, older adults, or people aged 5 and older with disabilities, the probability of experiencing moderate or severe food insecurity increases. In households with older adults, the probability of experiencing moderate or severe food insecurity is 26.9%.

The National Federation of Poultry Farmers of Colombia (FENAVI), the most important association of egg and chicken producers, focused on this issue following the global health crisis that began in 2019 with the spread of COVID-19. They perceived a situation where the Human Right to Food (HRF) would be compromised, resting on three fundamental pillars: (i) availability, expressed in a sufficient and accessible supply; (ii) access to food, referring to a family or individual’s income to obtain it; and (iii) adequacy to the nutritional needs of the population according to their life stage and territorial dietary practices, which implies food of sufficient quality and quantity, as well as the necessary nutrients for physical, mental, social, and cultural development (Roncancio, 2023).

The FENAVI-FONAV Golden Line is a unique service focused on addressing the nutritional needs of (AM) through the application of the short Mini Nutritional Assessment (MNA), understanding the dietary habits of this population, and analyzing the sociodemographic conditions of their households to identify opportunities for improving their quality of life through nutritional recommendations offered by nutritionists with a gerontological focus and the nutritional and protein value provided by eggs.

In 2023, the Golden Line has served over 2,400 older adults located in all departments and municipalities of Colombia. Additionally, screening and understanding of their nutritional condition has been applied in over 1,700 cases, providing updated and accurate data on their health and well-being. As a result, we can conclude that 71.4% of the line’s users were in an adequate nutritional state at the time of assessment.

On the other hand, we also identified that 21.5% of the older adults served were at risk of moderate malnutrition or suspected malnutrition, and the remaining 7.1% were patients with severe malnutrition.

Based on this information and understanding the users’ living conditions, the team of nutritionists proposes solutions within reach for each case and offers recommendations based on the functioning of three key systems: digestive, musculoskeletal, and nervous systems.

For the first case, the most frequent recommendation is promoting the consumption of fruits and vegetables (22.0%), followed by promoting water intake (19.5%) and protein consumption, especially eggs at least once a day (19.4%).

For the musculoskeletal and nervous systems, light walks (36.9%), flexibility exercises (22.0%), aerobic physical activity (10.3%), and recreational activities at home are recommended.

What is the effect of receiving well-being advice and nutritional consultation from the FENAVI-FONAV Golden Line?

Two months after the initial consultation, older adults who were assessed and received nutritional advice from our team are contacted again for follow-up on their progress. As a result, we found that the percentage of served individuals in an adequate nutritional state increased to 76.6% of all follow-ups. Even more encouraging, we observed that individuals with suspected malnutrition or moderate malnutrition and patients with severe malnutrition decreased to 18.0% and 5.4%, respectively.

The Golden Line offers the opportunity to directly understand, from Colombian older adults through free telephone assistance, the conditions under which they make consumption decisions and how these impact their nutritional well-being. It also provides real alternatives that enable this community to make decisions based on valuable information that demystifies egg consumption as a primary protein source and promotes healthy habits for this specially vulnerable population.

The FENAVI-FONAV Golden Line, in addition to conveying a message of health and well-being, also provides the opportunity to understand consumption patterns and dietary habits of the Colombian older adult population.

Through panel follow-up, we can regionally understand the consumption habits of the population aged 60 and older.

With data obtained in the first half of 2023 from 640 evaluated households, we first determined that the majority of OAs in Colombia involved in purchasing and preparing food are women (84%). In addition to being responsible for consumption decisions in households primarily of strata 1 and 2 (accounting for 93% of the evaluated sample), women are heads of household and generally responsible for domestic chores in 72% of cases.

The purchasing decisions made by female heads of household are accompanied by decisions about what meals are consumed at each time of the day within their family unit. For example, we found that egg consumption is preferred at breakfast in 87% of cases, and no more than 20% consume this food at lunch or dinner. However, it remains the most consumed protein for this population group. On average, more than 20 eggs are consumed weekly in 44% of households, and 15 or more in 32%.

This proves to be a very favorable message for households receiving nutritional value information from the Golden Line. First, demystifying eggs as a harmful food allows for increased protein consumption, which is a fundamental macronutrient for maintaining good health. For example, we found that the most commonly recalled myth in households is that egg yolk raises blood cholesterol levels (27.6%) or that eating eggs daily contributes to triglyceride formation (13%).

On the other hand, communicating alternative food preparation methods and innovative recipes that retain the full nutritional value of eggs allows us to provide the older adult community with the possibility of diversifying their daily diet and, consequently, their well-being.

References
– Alejandro Estrada Restrepo, N. A. (2022). Inseguridad alimentaria en hogares donde habitan adultos mayores. Medellín, Colombia. Revista Facultad Nacional de Salud Pública.
– DANE. (2021). Personas Mayores en Colombia: Hacía la inclusión y la participación. Nota estadística.
– DANE. (2022). Escala de experiencia de inseguridad alimentaria (FIES) 2022. Bogotá D.C: DANE.
– Roncancio, J. J. (2023). Seguridad alimentaria y nutricional, los retos de 2023. Periódico UNAL, 1.

El cargo Food Security: A Challenge for Older Adults apareció primero en Red de Datos.