User & Social Researcher
Content & Insight Strategist
Research, communication, and evidence-based decision-making
I help organisations understand people’s needs and translate insights into action, whether that means improving public services, redesigning digital journeys, or building content and campaigns that resonate.
About Me.
I work at the intersection of research and communication. My background spans 15+ years in user research, content strategy, and multilingual campaigns — helping organisations not only understand people’s needs but also translate that understanding into services, policies, and strategies that make sense.
My projects range from EU Commission research that influenced policy on migrant workers, to digital healthcare insights that redesigned patient journeys and boosted engagement, to content and SEO strategies across 16 markets that improved visibility and customer experience.What drives me is that spark where evidence meets creativity — using research rigour to generate insights, and then shaping those insights into communications, campaigns, and services that resonate.
I’ve published peer-reviewed articles, delivered research and strategy for NGOs, government, and commercial projects, and led international teams across digital research and content strategy. My PhD in Social Sciences, together with ongoing training in psychology and data analysis, means I combine academic rigour with user-centred and creative approaches.
Currently, I’m looking for opportunities where I can apply this blend of research insight and communication strategy to improve services, shape policy, and create meaningful user experiences.
How I Use Research to Understand People
Research and analysis are at the centre of my work. Whether I’m redesigning a digital service, mapping a customer journey, or analysing policy impact, I draw on a wide range of qualitative and quantitative methods to generate insights that drive change.
Applied & Professional Practice
Project management and cross-cultural team leadership
Stakeholder engagement and facilitation
Inclusive design and accessibility research
Policy analysis and briefing writing
Research reporting for technical and non-technical audiences
Qualitative Approaches
Ethnography and long-term fieldwork
Semi-structured and in-depth interviews
Focus group design, recruitment, moderation, and analysis
Participant observation and diary studies
Discourse and content analysis
Quantitative & Mixed Approaches
Survey design, sampling, and analysis
Behavioural analytics and user metrics
OSINT (open-source intelligence) and desk research
Triangulation of qualitative and quantitative evidence
Experience and Expertise
I bring 15+ years of experience delivering research and insights across academia, NGOs, government projects, and the private sector. My expertise includes:
- User & Social Research – Mixed-methods approaches including ethnography, interviews, surveys, usability testing, analytics, and social listening.
- Content & Strategy – SEO-led content strategy, localisation, campaign design, and creative communications that turn insights into action.
- Stakeholder Engagement – Facilitating workshops, co-design sessions, and translating evidence into action for decision-makers.
- Project & Team Leadership – Managing international research and content projects, mentoring teams, and leading delivery from scoping to results.
- Publications & Dissemination – Peer-reviewed articles, white papers, and reports that influenced policy, service design, and digital strategies.
Selected Roles & Contributions
- Content Strategist & Researcher (Informa, Treated.com, Writing Box) – Delivered user research, SEO-led campaigns, and strategic insights that shaped digital services, healthcare journeys, and content performance.
- Academic & NGO Researcher (NOVA University, CLAM/UFRJ) – Conducted ethnographic and survey-based research on migration, public health, and social inclusion, producing outputs cited in policy debates.
- Editor & Network Lead (Global Voices) – Coordinated dispersed international teams, amplifying citizen media and civil society voices.
- Diversity & Inclusion Lead (Informa) – Designed and delivered initiatives to strengthen representation and inclusive policy.
👉 For a complete overview of my career, please see my LinkedIn profile.
Selected Projects
Europea Policy Research (EU Commission)
Designed and facilitated inclusive focus groups with migrant workers for a European Commission study on qualification recognition. Combined OSINT and desk research with lived experience to surface practical barriers. Findings were incorporated into EU white papers and policy briefs, giving policymakers clearer insight into challenges faced by migrants.
Healthcare UX & Content Redesign
Reviewed and improved online product pages and content using local SEO research, user feedback, and analytics. Designed PPC and PR campaigns that associated the brand with treatments and raised awareness. Improvements made content clearer and more accessible, directly contributing to a 400% revenue increase within two years.
Quarterly Business Reviews (client engagement project)
Gathered and analysed performance data, identified trends, and produced detailed reports and insights for a mobility client. Created tailored content strategies and campaign plans focused on specific market needs. Presented these in Quarterly Business Reviews (QBRs), securing senior stakeholder buy-in and strengthening client engagement.
Social Listening Analysis
As a social listening analyst, conducted multilingual data gathering and cleaning, built keyword frameworks, and carried out sentiment and network analysis. Produced concise reports on how misinformation and narratives spread online, giving decision-makers a clear evidence base for communication planning.
LGBTQ+ rights & public health
Contributed to a large‑scale street survey at Rio de Janeiro’s LGBT Pride Parade and carried out field interviews on health and equality. Added verified entries to an international HIV researchers database. Results supported NGO advocacy and informed academic work on inclusion and prevention.
Creative health campaign
Led a PR and social campaign on men’s health and erectile dysfunction, handling a sensitive issue with empathy and creativity. The goal was to raise brand awareness and link the service with treatment options, using accessible messaging across digital channels. Coordinated paid media and email outreach to keep communication clear and compliant, while building visibility and trust.
Education
- PhD, Social Sciences (Migration, Religion & Belonging) – Universidade Nova de Lisboa, 2017
Ethnographic study of migration, religion, and belonging in Lisbon, published in peer-reviewed journals. - MA, Anthropology (Ethnography of Musical Practices) – Federal University of Rio de Janeiro, 2006
Research on body, sexuality, and electronic music culture in Rio de Janeiro. - BA, Social Sciences (Anthropology) – Pontifícia Universidade Católica do Rio de Janeiro, 2000
Final project on racial relations and identity in Rio’s hip hop community. - Professional Certificate, Data Analysis – IBM/Coursera, 2025