Lara Vainer

EN

PT

A psychologist specialized in Social Psychology, Lara has worked for more than 20 years with qualitative research and UX across Latin America. She has collaborated with major brands such as Meta, Nestlé, Microsoft, Natura, Avon, and Danone, always combining empathetic listening, technical excellence, and cultural sensitivity.

Her journey began during her undergraduate studies, participating in the Ethnographic Census of Brazil, where exposure to the daily lives of families sparked her passion for research. Since then, she has immersed herself in qualitative and ethnographic methods, gaining broad experience in interviews, home visits, shop-alongs, usability testing, and co-creation sessions. Her training in family and group therapy, combined with her experience in Brazil’s public health system (SUS), strengthens her ability to connect the subjective with the collective, with sensitivity and depth.

Born in São Paulo and embraced by Florianópolis since adolescence, Lara was captivated by the Azorean culture, the local lifestyle, and the richness of interpersonal relationships. Her international experience broadened her horizons, but it was the immersion in Brazilian singularities that reinforced her purpose: to help more people, brands, and communities understand and appreciate Brazil’s richness.

A mother and identical twin sister, she naturally carries the ability to create bonds and embrace multiple perspectives. In her free time, she creates mosaics — a metaphor for her work: gathering fragments with intention to reveal new meanings.