Anthropologist and service designer
I believe in anthropology within and for organizations as a path to deeper understanding.
I conduct research to translate realities.
I bring it all into practical, grounded applications - that's how I envision a more human-centered future.
That's me
I am a researcher, passionate about people. I hold a Bachelor's degree in Social Sciences, a Master's degree in Cultural and Social Anthropology from UFPE, and a postgraduate degree in Service Design from Universidade Positivo. I believe that much of what we do is about coordinating and translating different rhythms and timelines. I am currently working as Head of Research at InstitutoZ / Trope-se, a consulting firm and research institute focused in delivering insights, strategy and understanding about new generations (Z and Alpha, mainly).
A little something of what I build and deliver:
Qualitative and quantitative research
Data-driven business strategy
Definition of user profiles
Audience Insights Ethnography
User Journey Blueprints Desk research Service journey
Workshop facilitation
Productions
Participations, texts, insights, cases.
Short documentary produced for the International Data Reserve, based on ethnographic research I led on the data economy and the General Data Empowerment Bill. Aired in 2024.
Led research and contributed to the development of a digital platform for the luxury travel market, designed as the foundation for future digital services by Teresa Perez Tours. Project delivered in 2023.
Co-written with Guilherme Hobi, this article explores ways of questioning and reflecting on the widespread — and not always recommended — use of personas in many projects.
Published in 2021.
Videocast - Anthropologists' chat
Podcast episode of “Do Lado De Cá”, by Kyvo Design-Driven Innovation, where I discussed the application of Anthropology in the market and shared a bit of my personal journey.
With Carol Zatorre and Patrícia Araújo. Aired in 2023.
Invited by Mergo – Design School, I joined Carol Zatorre and Elizete Ignácio for a conversation on the relationship between Anthropology and Design Research.
Aired in 2020.