Every four years, one of the biggest sporting events in the world takes center stage: the World Cup.
I grew up playing soccer, so watching the tournament always brings back a sense of nostalgia. Beyond the game itself, I love how it brings people together. In a time when it can feel like there’s so much division, the World Cup has a way of creating a sense of connection. Whether you’re in a stadium, at a watch party, or watching from your living room, millions of people are experiencing the same moments together. I think that’s part of what makes it so special.
One of my favorite games so far was Argentina versus Cape Verde.
On paper, Cape Verde was the clear underdog. But what unfolded was everything you could hope for in a World Cup match – back-and-forth momentum, nonstop excitement, and the possibility that an underdog could knock off a tournament favorite. Even though Argentina ultimately came out on top, it was impossible not to root for Cape Verde.
That game got me thinking: why do we love rooting for the underdog?
I think it’s because underdogs represent something bigger. They remind us that perseverance can overcome expectations, that passion can compete with experience, and that success isn’t always determined by who’s supposed to win or who has better stats.
At Ideba, we spend a lot of time asking one simple question: Why? Why do customers choose one brand over another? Why do they stay loyal? Why does one message resonate while another falls flat?
Since the Cape Verde game, I’ve met numerous people who were rooting for them with no personal connection to the team. It was a reminder that our decisions are rarely based on facts alone. They’re often influenced by emotion. That’s why understanding the “why” behind customer behavior is so valuable.
With the final four set, the World Cup is almost over. Who are you cheering for? The underdogs trying to prove everyone wrong, the favorites expected to take it all, or are you lucky enough to have your team still in it?
Jenna Gieszler – Research Manager
