A institutional qualitative study developed by Brazilian research company Lupa | códigos culturais in partnership with marketing agency República with aim to produce a faithful portrait of young Cariocas (people from Rio de Janeiro city in Brazil).

// Objetive

To understand young Cariocas from different social classes and from all areas of the city, exploring their relationship with the city and with 5 pillars of the study:
– Education;
– Work;
– Relationships;
– Politics;
– Consumption.

To translate the behaviour of these young people into didactic and impactful content contributing to decision making in companies and businesses that serve this audience.

Methods & tools

– Ethnographic research
– In-depth interview
– Focus group
– Visual anthropology

My contribution

– Study design
– Development of research and observation script
– Interview moderation
– Influencers recruitment
– Focus group moderation
– Data analysis
– Report production
– Research presentation
– Project management


– Researchers
– Videographers/photographers
– Marketing/strategy professionals
– Graphic/web designers
– PR professionals

// Workflow

  • Mapping on social media platforms the city locations and events that young people from Rio de Janeiro attend.

  • Exploring the mapped scenarios to understand the social dynamics of these contexts.

  • Conducting interviews with 120 randomly selected young people in the scenarios mapped.

  • Identification of recurrent behaviour profiles among young people and the influencers within each profile.

  • Mediation of 5 focus groups at the house of each influencer with 3 more close friends, to understand the space in which they live, deepen knowledge about the research topics and give personality to the identified behaviour profiles.

  • Researching and selecting 4 professionals from different sectors that work with younger audiences and conducting in-depth interviews to understand their views on Carioca youth and latent opportunities related to this audience.

// Outputs

Research report
Tedx talk
Launch event
Promotional video

// Impact


views on Rolé Jovem website


study downloads


social media shares related to the project


people reached between events, articles in newspapers, blogs and social networks


Bring Nature to the City for Múrmura