Lara Vainer Schucman

EN

PT

A psychologist with a specialization in Social Psychology, Lara has been working for more than 20 years with qualitative research and UX throughout Latin America. He has collaborated with major brands such as Meta, Nestlé, Microsoft, Natura, Avon and Danone, always uniting empathic listening, technical excellence and cultural sensitivity.

His career began at graduation, in the Ethnographic Census of Brazil, where contact with the daily life of families aroused his passion for research. Since then, she has immersed herself in qualitative and ethnographic methods, with extensive experience in interviews, home visits, shop-alongs, usability testing and co-creations. The training in family and group therapy, added to the experience in the Unified Health System (SUS), reinforces their ability to connect the subjective to the collective, with sensitivity and depth.

Born in São Paulo and welcomed by Florianópolis since adolescence, Lara was enchanted by the Azorean Culture, the local lifestyle and the richness of interpersonal relationships. Its international trajectory applied horizons, but it was the dive into Brazilian singularities that strengthened its purpose: to contribute so that more people, brands and communities can understand and value Brazilian wealth.

A mother and identical twin sister, she naturally carries the ability to bond and welcome multiple perspectives. In his spare time, he creates mosaics - a metaphor for his work: piecing together fragments with intent to reveal new meanings.