RESEARCH
INTEGRATIVE SENSATIONS DURING VIRTUAL REALITY EXPERIENCE
What is reality? How is it created? What factors influence it? These higher questions led me to conduct a series of two experimental studies on how the human awareness of internal bodily activities can impact on one's sense of presence and body ownership during VR game experiences. My work showed a positive correlation between awareness, presence, and ownership. However, such correlation appears for games grounded in presence and is impaired when the game induces high-cognitive effort (probably because it leads to a maladaptive interpretation of bodily signals).
TTHE IMPACT OF EMOTION AND BRAND PLACEMENT ON BRAND MEMORY
How do emotion and memory interact? Can the interplay of consumer emotional response to Ad content and moment of brand placement impact on the consumer ability to associate Ad message and brand name? I investigated these questions during my MSc. using eye-tracking, galvanic skin response, and survey data collected while subjects were watching emotionally appealing TV Ads and compared with implicit and explicit brand memory tests. The results support the idea that placing the brand in moments of greater emotional response increases the ability to associate brand name and Ad content.
MARKET RESEARCH AND PROFILING FOR WHEELPOWER
To better understand what our users wanted from an online sports platform, I ran an online survey using Qualtrics to better understand their needs, frustrations, and expectations. Of the 106 people interviewed, around 86 valid responses were kept, in which we collected information comprising both demographic and psychographic information that allowed use to draw two main profiles of users.
UX RESEARCH PLAN FOR WEATHER FORECAST WEBSITE
This is a UX research plan example that I made for my certification in UX research. Here, I used a much simpler version of my scientific research projects to outline the main information needed in a UX research plan. The plan takes into consideration stakeholders and can be adapted to wide variety of other UX research projects. Finally, I also designed my own User Journey Map taking into consideration the usage of scientifically valid personality tests (i.e. Big 5), cross-analyzing the touch points for both the company and the user at each step of the usability test, and describing thoughts, feelings, actual experiences and opportunities throughout the experience.
WALKING ON A TIGHTROPE? ANALYZING THE FRAGILITY OF EMOTION AS A COMPETITIVE ADVANTAGE IN CIRQUE DU SOLEIL’S CREATION OF VALUE.
Several positive aspects can be created through an emotional relationship between business and consumers. However, the complexity of the emotional processes can become a challenge to long-term growth of companies that seeks to use such strategy. Therefore, this study seeks to evidence possible fragilities of organizational strategies which create value through the emotional aspects. In this qualitative study, conducted in the Canadian company Cirque du Soleil, I went through a period of 3-month immersion, conducting interviews with the head publicist and and collecting secondary data from electronic and press medias. The data analysis and interpretation were done by using the content analysis technique. It was noticed that despite the rapid growth and success of the company there are certain challenges to the continued growth associated with the consolidation of emotional relationships, these usually related to expectation management.
Obs: research in portuguese
NEUROSCIENCE OF CONSUMER BEHAVIOR (THEORETICAL REVIEW ARTICLE AND BOOK)
I started my journey into cognitive neuroscience and psychology in 2010, as a way to better understand human experiences and emotions. The complexity of the topic forced me to dive as deep as I could without losing my focus on how to apply such knowledge in marketing and more recently in UX. I spent a good part of my scientific training reading and compiling information about the topic which led me to receive a scholarship in 2011 to do part of my Masters at HEC Montreal. There I was able to collect data for my own research and also to do a thorough literature review on the topic, which served as basis for a published article and book (both in portuguese).