# Marcela Gava | Capterra > Senior Content Analyst Experience I’ve been writing for Capterra since February 2021, helping companies identify emerging tech trends that can impact their businesses. My primary focus is on cybersecurity and field services. However, my wide-ranging interest in diverse subjects allows me to explore the impact of technologies on other segments, such as marketing, IT, and human resources. Before joining the Capterra team, I worked in content creation and communication at technology companies across various segments, including proptech, logtech, HR tech, and AI startups. Expertise For over a decade, I've dedicated myself to analyzing and communicating emerging trends to empower entrepreneurs and individuals to navigate the evolving landscape of technology and its impact on their lives and businesses.  This commitment to understanding technological shifts is at the core of my work, which includes nearly 50 data-driven research and analysis articles that draw on more than 2 million authentic reviews from software buyers on Capterra in order to help small and midsize businesses (SMBs) find the best technology solutions for their needs. In addition, the insights provided by my articles help SMBs make more informed and assertive decisions My goal is to go beyond simply presenting research data. Instead, I strive to provide actionable context and software solutions that directly address and overcome the challenges companies face. Notable examples of my research studies are the use of artificial intelligence (AI) by job applicants, identity fraud targeting senior executives, and the impact of consumer reviews on online commerce. My research explores emerging software trends globally, with a particular emphasis on the Brazilian market. My work has been featured in some of the most important media outlets, such as:  Época Negócios PEGN Forbes Brazil Terra Folha de S. Paulo Education I hold a bachelor's degree in social communication with specialization in journalism from Casper Libero College in São Paulo, Brazil, and further deepened my expertise and skills in this field through a master's degree in media, communication, and culture at the Autonomous University of Barcelona, Spain. Source: https://www.capterra.com/resources/author/marcela-gava --- # /Articles by Marcela Gava Marcela Gava Follow on[](https://www.linkedin.com/in/marcelagava/) **Senior Content Analyst** **Experience** I’ve been writing for Capterra since February 2021, helping companies identify emerging tech trends that can impact their businesses. My primary focus is on cybersecurity and field services. However, my wide-ranging interest in diverse subjects allows me to explore the impact of technologies on other segments, such as marketing, IT, and human resources. Before joining the Capterra team, I worked in content creation and communication at technology companies across various segments, including proptech, logtech, HR tech, and AI startups. **Expertise** For over a decade, I've dedicated myself to analyzing and communicating emerging trends to empower entrepreneurs and individuals to navigate the evolving landscape of technology and its impact on their lives and businesses.  This commitment to understanding technological shifts is at the core of my work, which includes nearly 50 data-driven research and analysis articles that draw on more than 2 million authentic reviews from software buyers on Capterra in order to help small and midsize businesses (SMBs) find the best technology solutions for their needs. In addition, the insights provided by my articles help SMBs make more informed and assertive decisions My goal is to go beyond simply presenting research data. Instead, I strive to provide actionable context and software solutions that directly address and overcome the challenges companies face. Notable examples of my research studies are the use of artificial intelligence (AI) by job applicants, identity fraud targeting senior executives, and the impact of consumer reviews on online commerce. My research explores emerging software trends globally, with a particular emphasis on the Brazilian market. My work has been featured in some of the most important media outlets, such as:  - Época Negócios - PEGN - Forbes Brazil - Terra - Folha de S. Paulo **Education** I hold a bachelor's degree in social communication with specialization in journalism from Casper Libero College in São Paulo, Brazil, and further deepened my expertise and skills in this field through a master's degree in media, communication, and culture at the Autonomous University of Barcelona, Spain. [How Help Desk Automation Drives Stronger Support Performance Published April 21, 2026 Helpdesk automation creates a faster, smarter support experience by reducing wait times, eliminating manual steps, strengthening self‑service, and giving agents more time for meaningful work.](https://www.capterra.com/resources/helpdesk-automation/)[XLAs: How Experience‑Level Agreements Improve Help Desk Performance Published April 14, 2026 What happens when a support ticket closes on time, but the user still leaves frustrated? How can XLA metrics capture that sentiment? And why should support teams look beyond traditional SLAs and incorporate XLAs into their quality framework?](https://www.capterra.com/resources/xlas/)[Key Indicators That Your Help Desk Needs a Knowledge Base Published April 1, 2026 When support teams repeat the same answers over and over, productivity drops, and some users go unassisted—an experience that can negatively affect how they perceive your brand.](https://www.capterra.com/resources/help-desk-knowledge-base/)[Help desk buyer insights: How businesses choose customer service tools Published March 24, 2026 Small and midsize businesses (SMBs) are handling more customer questions across email, chat, phone, and social channels. As inquiry volume grows, teams relying on shared inboxes or manual tracking can struggle to maintain visibility. Help desk software gives businesses one place to manage tickets, track IT assets, and support consistent responses as demand increases.](https://www.capterra.com/resources/help-desk-buyer-insights/)[How AI Is Helping HR Professionals Work Smarter Published September 1, 2025 Artificial intelligence (AI) use in human resources is rapidly transforming the HR landscape. No longer just a futuristic concept, AI is now helping HR departments work smarter—automating routine tasks, improving hiring processes, and tailoring employee experiences.](https://www.capterra.com/resources/ai-human-resources/)