Our lenses

We combine multiple lenses to understand and take advantage of the world's transformations inside and outside our clients' businesses.

The most underrated ingredient to effective strategy is a nuanced understanding of people and the zeitgeist.

Individuals

We analyze how our individual experiences influence abstract ideas such as success, happiness, status and quality shape our consumer relationships

Culture

We study how rites, beliefs, norms and symbolic value evolve and define groups and social conventions

Behavior

We observe behaviors and explore how heuristics and biases affect decisions and form habits

market

We analyze new value propositions, strategies, products and services and explore their winning formulas

Numbers

We use numbers to understand the order of magnitude of transformations and to explore hypotheses, both through quantitative studies using primary data and through secondary data of all kinds

Futures

Emerging and "poorly distributed" futures - we explore things that are already happening in other markets with the potential to influence your context

Speculative futures - we systematically map the political, economic, social, technological, environmental and legislative transformations to anticipate and find paths to desirable scenarios

What we work on

For international clients, we’re a pathway into the Brazilian and Latin American markets with deep expertise in translating local culture and data into global strategy.

For local clients, we offer a wider view of insights that goes beyond what people say, a deeper understanding of internal culture and support in deploying human centered strategies - see here about Insights as a Service.

Brand

- Repositioning

- Entering new markets and verticals

- Brand health and image

- Mapping needs and motivations

- Optimization of go-to-market strategies

Products and services

- Journey mapping and optimization

- Segmentation

-  Evaluating and refining concepts

- Influence mapping in complex purchases

Understanding the context

- Finding and prioritizing business opportunities and new revenue streams

- Emerging trends and comparable markets

- Future scenarios

- Cultural context and its impact on sectors, brands and categories

Projects | Cases

Trust is the cornerstone of lasting, mutually beneficial relationships. Here’s some of the challenges our clients have trusted us to address.

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why us?

We use the Hollywood model.

Based on a network of experts, we set up project-based teams to be able to work at the highest possible technical level without having to pass on heavy structural costs to clients - you pay for talent and deliverables, not for the fancy office, the bean bag room, the Playstation, the tailored suits and the beer tab every Friday - if it doesn't create value for the client, it doesn't go into the budget. And the same senior people selling you the project are the ones running it.
why us?

We understand and navigate potential concessions both internally and externally, going beyond mere diagnosis.

Understanding the internal context is crucial to avoid two pitfalls: the naive belief that success lies in simply doing what customers / users / outside humans want, and creating exploitative relationships that may provide short-term gains but are unsustainable. Building mutually beneficial relationships is challenging but offers proportional rewards.
why us?

We treat each business issue as unique.

While some challenges may be common, a company's culture, its current circumstances, and the relationships involved are unique enough to benefit from individualized, tailor-made approaches.




why us?

Processes optimized for quality, not volume.

Our efficient structure allows us to avoid the pursuit of scale and mass production, which often leads to a decline in quality and formulaic work, passing these issues on to customers as externalities.



who ?

Led by Rodrigo dos Reis

Rodrigo dos Reis is a specialist in contextual and societal transformations and their effects on consumption, with over 20 years of experience. His extensive work across various industries provides him with a unique perspective on how cultural, social, and technological factors influence people's choices on a macro level.

His expertise spans qualitative and quantitative methodologies, secondary data analysis, cultural and trend analysis, future scenario planning, workshop facilitation, and the application of innovation frameworks.

Winner of the Global Qualitative Researcher 2020 award from QRCA

Very well evaluated speaker in open, paid and in-company events.
Have a speaking assignment in mind?

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Some of our clients

Clients and sectors

We often run local or regional stages of global studies for international clients - maybe we can help you!

Contact

Trail of Change

A newsletter about understanding people, not selling you services