Strategy, Futures & Cultural Research Director
Brazil-born and based between Portugal and USA, Lydia is a strategist and researcher with a background in foresight.
9 years of experience in market research, cultural & brand strategy and innovation;
Conducted end-to-end consumer insights projects in the Americas, Africa and Asia;
Led global cross-disciplinary teams and deliveries that go from tactical and implementation to strategic and company-wide.
Through primary and secondary research, including ethnography (& nethnography), semiotics, focus groups, qualitative social listening, ideation and data mining, I translate consumer needs into business opportunities.
As a side project, I run Future Resources, an open online decolonizing platform for womxn in foresight, strategy and innovation www.lydiacaldana.com/futureresources.
Showcase
Video tutorial on How to Build Your Research / Strategy / Trends Portfolio
In Portuguese 🇧🇷 with English subtitles.
ViewBeyond Diversity' book
Rohit Bhargava and Jennifer Brown's book excerpt is out! Honored to have contributed a liiiiittle bit .
ViewThe Future of Advertisinng - WGNS x RTB House
Estudo público que produzi com a WGSN e a RTB House / White paper I produced with WGSN and RTB House.
View"Gen Z: A young generation with adult problems", The New Context
In this op-ed, Lydia Caldana reflects upon the unique burdens that Gen Z faces as our climate crisis intersects with reckless socio-political and economic practices of previous generations.
ViewTrends For The Future Report - Box1824 + CI&T
A report I worked on for Box1824 + CI&T: português 🇧🇷 https://ciandt.com/br/pt-br/report/trends-for-the-future and English 🇺🇸 https://ciandt.com/us/en-us/report/trends-for-the-future
View