Overview
Brazil-based research partner for international teams, specialising in qualitative and mixed-methods studies.
We help global clients navigate complex audiences and contexts, ensuring Brazil and LatAm fits seamlessly into multi-market projects.
Services
Zeitgeist is a Brazil-based insights consultancy working with international research agencies and brands on multi-market studies.
We specialise in qualitative and mixed-methods research, particularly in projects involving complex audiences such as B2B, healthcare professionals and expert segments, as well as studies requiring strong contextual interpretation.
Our work is grounded in the belief that understanding people requires looking at both the internal dynamics of businesses and the external forces shaping behaviour — combining multiple lenses to make sense of how context and culture influence decisions.
Rather than relying on standardised approaches, we design recruitment and fieldwork strategies tailored to each project, allowing us to reach both general population and hard-to-access profiles across Brazil and LatAm.
We are used to working within global research frameworks and timelines, acting as a local partner that ensures studies run smoothly while preserving the nuance needed to avoid misinterpretation.
Beyond execution, we focus on helping clients translate what they observe into meaningful action — bridging the gap between businesses and the people they serve in complex and evolving contexts.
About
I’m a mixed-methods researcher with over 20 years of experience across qualitative, quantitative and hybrid approaches, with most of my work focused on Brazil and Latin America.
Before founding Zeitgeist, I worked at Research International (now Kantar) and WGSN, and have collaborated with clients across a wide range of sectors, from consumer goods to highly specialised B2B and healthcare contexts. I was also awarded the Global Qualitative Researcher of the Year by QRCA in 2020.
Alongside my client work, I write and speak about consumer behaviour, cultural change and the challenges of interpreting fast-moving contexts. My newsletter, Trail of Change (trailofchange.com), explores these themes in more depth, often taking a more critical view on widely accepted frameworks and industry shortcuts.
More broadly, I’m interested in how meaning shifts across contexts — particularly how the same behaviours, products or ideas can take on very different roles depending on cultural and social environments. Travelling has been an important part of that, not just as movement, but as a way of observing how everyday life is structured and interpreted in different places.
