Lara is a senior qualitative researcher with over 20 years of experience helping brands navigate the complexities of the Latin American market. Known for sharp probing, adaptability, and calm leadership, she brings a psychological depth to the FMCG, UX, and Pharma sectors—merging rigorous inquiry with strategic clarity to ensure research is not just thoughtful, but grounded in real-world context.

With a Bachelor's degree in Psychology from the Federal University of Santa Catarina and specialized post-graduate training in Group & Family Systemic Therapy, Lara draws from a deep academic foundation to unravel human behavior and consumer motivations. She played a pivotal role in establishing a full-service research agency in Brazil and contributed significantly to the University’s Social Psychology of Communication lab. Her work is dedicated to enabling data-driven decisions through sophisticated techniques, ranging from Detail Aid and Concept Tests to complex Brand Positioning strategies.

Deeply connected to the Brazilian and wider LATAM markets, Lara brings a culturally informed lens to every engagement, bridging the communication gap between international clients and local respondents. She has conducted extensive fieldwork across diverse territories, offering invaluable insights tailored to specific regional needs. Her expertise allows her to effectively translate the intricacies of local culture into actionable business intelligence for global organizations.

Outside of work, Lara finds her balance in nature, often out on the water paddling Hawaiian canoes. She holds a deep passion for Brazil and its vibrant culture—especially its music. Lara loves acting as a cultural ambassador, frequently curating and sharing Brazilian playlists with her colleagues and clients to introduce them to the country's rhythm. On a personal note, she navigates life with a unique partner-in-crime: her identical twin sister.