The first university could address the same public but with values ​​of h...

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Progress and creativity; the second university with values ​​such as tradition, honor and process. The first university could be Goldsmiths, the second Harvard. The brand values ​​or the purpose pursued by each one modify and give shapes the experience you want to build, and those principles must be found in every point of contact with the business, whether it is a physical or digital experience, in an Instagram image or a billboard, in customer service or in the delivery of a diploma. In this way, defining the brand well can provide personality and differentiation from the beginning, and from our point.

If I remember correctly, you called it BrandLife. Can you tell us a little about that and how you think research could play a role? Lastly, what do you like most about user research? During my career I have been able to study Humanities and Social Scienceslet's say that this mentality of discovering, investigating, knowing beyond and not taking anything for granted is natural to me. I am passionate about the psychology of consumers Brazil Mobile Number List and their behaviors, and how all of that fits into the perception of an experience or a business. It is also very important for me to take into account the culture where we live or the effects of the socioeconomic system, thanks to their study we can understand how the past has led us to where we are, why we move like this and where we can go next. For this reason, it is essential when researching people to understand their internal and external factors and apply it to business configuration.



All of this can influence everything from how we configure the price of a product to what means we are going to offer it. On the other hand, I have always liked to move in uncertainty. Surely it causes anxiety to other people, but I'm passionate about it. Research plays an important role here. You can start from some hypotheses, but then detect through the results of the research that the opposite was true or perhaps you do not discover a new path that we had not contemplated. we believe that it is very important that the user experience and the brand go hand in hand, let us not forget that the brand is built through In the long term, the sooner we take action, the sooner we will be able to start building what we want people to think of us. In one of our conversations you told me about a very cool idea that I hope to one day be able to collaborate on.