Paulo Carramenha has more than 30 years of experience in market research, brand management and business running. During the last 13 years he has worked as CEO for leading market research companies in Brazil such as Research International, Inner and GfK. He is a Director at ASBPM – the Brazilian Association of Market Research Professionals and Professor at ESPM, USP and FGV, teaching Consumer’s behavior & trends and Branding. He has presented and published many papers in Brazil and abroad, especially on subjects related to brand management, packaging and consumer behavior. He is the co-author of the books “Product Management” and Theory and practice of applied research.