Overview

Spice Research is an independent Italian insight agency blending psychology, creativity, and technology to decode people and cultures.
We design human-centered research that transforms data into meaning and helps brands connect deeply with real lives.

Services

• Ethnography and in-context exploration, to capture life as it happens.
• Co-creation and ideation labs, where consumers and teams build together.
• Concept, product, and communication testing, blending qualitative depth with quantitative validation.
• Brand positioning and meaning analysis, to define how a brand should speak and behave.
• Hybrid and longitudinal studies, where we connect diaries, interviews, and surveys over time.
• Workshops and insight activation, to turn findings into strategy and creative direction.

• We bring together psychology, design thinking, and research craft.
• Each project is tailor-made: we don’t apply templates, we design investigations.
• Our value lies in interpretation: connecting data, culture, and psychology to help clients see not just what people do, but why it matters.

About

I’m a researcher, strategist, and founder of Spice Research, an independent insight agency based in Italy.

For more than 15 years, I’ve been exploring how people make sense of products, brands, and experiences,  connecting psychology, design, and culture.

I'm a social psychologist, and my background is rooted in socio-constructivism, qualitative methodology, and digital media research. I teach at Università Cattolica in Milan, where I share methods for understanding behavior and meaning in a digital world.

Across my work, I focus on how research can go beyond measurement, helping brands see people not as data points, but as complex, emotional, and creative beings.

I’m passionate about the future of research: how AI, design thinking, and qualitative depth can coexist to create richer forms of understanding.

Outside of work, I’m endlessly curious: books, art, cities, subcultures, videogames, fountain pens, slow smoking, good spirits, and all in between. My wife, our daughter, a niece, 6 cats, a Walstatd style aquarium keep me busy and happy.

I like to think of myself as both owner and dreamer: grounded in evidence, but always chasing new ways to make insight more human, and more transformative.