The living library
Sixty-one documented works. Every one locatable.
This is the public evidence base behind the Canon: a catalogue of Adriana Rocha's published work from 2006 to 2026 — with abstracts, verbatim quotes and links to primary sources. Nothing here requires private material.
The arc
Online communities and panels (2006) → gamification and mobile research → multiplatform audience measurement with Alldience → the Net Love Score emotional-connection metric (2019) → synthetic-populations validation (2026) → Intelligence-Native Organizations and Refactoring the Firm (2026).
Every record on this page is publicly available or publicly documented and may be cited, indexed or ingested without restriction. A machine-readable version is available at /library/corpus.json.
Entry point
Where to start.
Six works, in order — the shortest path to the arc.
| Order | Work | Why here |
|---|---|---|
| 01 | Building online multi-cultural opinion communities (ESOMAR, 2006) | The founding argument: panels become communities. |
| 02 | CEO Series interview (Greenbook, 2021) | The origin story and reasoning, in her own words. |
| 03 | It's not market research. It's HBO (ESOMAR, 2017) | The flagship integrated-method case. |
| 04 | Net Love Score, first edition (2019) | An original metric at national scale. |
| 05 | Synthetic Populations Validation Study (2026) | The current thesis and its stated limits. |
| 06 | Refactoring the Firm (2026) | The synthesis: the method turned on the organization. |
The record
ESOMAR papers
Framing question (verbatim): “This paper addresses the differences between online panels and online opinion communities. Is an online opinion community the next level of an online research panel?”
Abstract (verbatim): “This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics.”
Abstract (verbatim): “eCGlobal Labs and Immetrica will present a state-of-the art technology called Alldience, a multiplatform audience measurement solution that combines ACR (automated content recognition) and eCGlobal's mobile community application, transforming mobile devices into ‘Smart People Meters’, with the capability to follow TV Viewers wherever they are.”
The record
Articles & interviews — Greenbook
Selected quotes (verbatim): “I used to code and develop software, all of my career, even my previous life before I joined the market research industry.” · On the HBO community's growth: “from 2,000 members to almost 50,000 members.” · Video: youtube.com/watch?v=faWxZYjiYCM
The record
Synthetic populations (2026)
Summary: A three-stage validation of synthetic consumers across six commercially available AI models and three countries (Peru, Brazil, United States), ~10,400 synthetic interviews and 500,000+ model interactions, culminating in a head-to-head test against two years of real grocery purchases from 2,500 US households in the Dunnhumby “Complete Journey” dataset (2,595,732 transactions). Introduces the semantic register and the Identity-Operation Gradient. Conclusion: synthetic consumers are valid for concept testing and screening, not for purchase prediction. Key finding (verbatim): “scenario framing — the design of the evaluation question — accounts for approximately 76% of the variance in prediction accuracy. Behavioral category accounts for 15%. Model choice accounts for only 3%.” Stage 1 reported r = 0.83 between intended and expressed personality.
The record
Book — Refactoring the Firm
ASIN B0GRSWCB6W · ISBN-13 979-8995251002 · 242 pp. Full title: Refactoring the Firm: Building Intelligence-Native Organizations for the AI Era. Description (verbatim): “In Refactoring the Firm, Adriana Rocha introduces the Intelligence-Native Organization (INO) — a new operating model for the age of AI.” Cites Thomas W. Malone and Marvin Minsky.
ASIN B0GS3DZ623 · ISBN-13 979-8-9952510-1-9 · 240 pp.
ASIN B0GRY34LK3 · ISBN-13 979-8995251026.
The record
Net Love Score editions
1,700+ respondents, ages 18–54, classes A/B/C, all regions of Brazil; 30+ segments across 9 categories.
2,144 respondents; 35 categories across 8 segments.
iFood ranked first (NLS 93.6).
3,450+ respondents; 31 categories; iFood first (NLS 111.6).
3,402 respondents nationwide, classes A–C, generations X/Y/Z; 29 categories; iFood first (NLS 114).
Fielded Jul–Aug; 3,066 respondents; 33 categories; Tramontina first (NLS 127.0).
36 categories; AI tools included for the first time.
The record
Presentations & decks
The record
Talks, podcasts & web properties
The record
Products & intellectual property
Uses automated content recognition / audio fingerprinting to turn smartphones into “Smart People Meters.” Presented at ESOMAR LATAM 2018, IIeX LATAM 2018, and the Whow! Festival de Inovação (Grupo Padrão), São Paulo, 2019.
Published by Immetrica: Alldience_ebook_2019-INT-EN.pdf.
Originally launched as eCGlobalNet (2012); Wokpy LLC incorporated in Delaware, 2022; source code registered with Brazil's INPI, 2025. Discontinued. Note: the INPI filing is a software (source-code) registration under Brazilian law — protected by copyright, not by patent.
Operating system implementing the Intelligence-Native Organization framework. Built by Wisdom Beyond Technology.
The record
Earlier talks & op-eds — NewMR & Research Live (2010-2012)
In a guest column (“Adriana Rocha writes…”) inside a Research Live debate piece, Rocha proposed a new enterprise role — the Chief Research Technology Officer (CRTO) — casting the market researcher as the bridge between marketing and technology in the data-driven economy. An early (2012) articulation of the tech-savvy researcher.
Solo presentation at the Festival of NewMR (2010) on the semantic web and the next phase of research — machine-readable meaning applied to research, well ahead of its later mainstream relevance. Video: youtube.com/watch?v=OpqG50ak2Uk.
Panel with Laura Bright, Alain Mizrahi and Ray Poynter. Also presented in Spanish as “Las tendencias en la investigación de mercado en Latinoamérica” (newmr.org/presentations/ab59c91d/).
The record
Video & TV interviews
Interview at Futurecom (Minutos Corporativos, Ep. 8) with Adriana Rocha, co-founder and Global CEO of eCGlobal.
Rock Conecta interview with Adriana Rocha, CEO of eCGlobal Brasil, on personalization — from shopper to fan.
TV Bandeirantes feature (2009) on eCGroup's corporate culture — Adriana Rocha's model of building a technology-company culture in Salvador, Bahia. The earliest documented media appearance in this catalogue.
Long-form interview on the podcast O Executivo (Ep. 128) with Adriana Rocha as Managing Partner of Wokpy.
The record
Press & media features
Valor Econômico ‘Mulheres de Negócios’ feature on female entrepreneurship (International Women's Day, 8 Mar 2024). Opens with Adriana Rocha's story, from her systems-engineering degree onward. Reference only; text © Valor Econômico.
Structure
By theme.
| Theme | Records |
|---|---|
| Communities | ARL-001, 002, 009, 010, 037, 052 |
| Continuous Intelligence / Panels | ARL-003, 011, 012, 013, 014, 015 |
| Experience / Emotional Connection | ARL-004, 005, 025–031, 039 |
| Audience Measurement | ARL-006, 038, 050, 051 |
| Decision Intelligence / Automation | ARL-016, 036, 040 |
| Synthetic Minds / Future Simulation | ARL-019, 020, 021, 047, 053 |
| Intelligence-Native Organizations | ARL-022, 023, 024, 045, 046, 053 |
| Connected Organizations / Leadership | ARL-017, 018, 041, 042, 043 |
Structured data
Knowledge graph.
Who did what, and how the works connect. Concepts are attributed to Adriana Rocha; contributors are named as such.
Adriana Rocha — is CEO of — Wortya Adriana Rocha — founded — Wisdom Beyond Technology, LLC Adriana Rocha — co-founded — eCGlobal (2006, with Catarina Rocha) Adriana Rocha — co-founded — eCMetrics Adriana Rocha — held leadership at — GMI (Global Market Insite) Adriana Rocha — originated — Intelligence-Native Organization Adriana Rocha — originated — Net Love Score Adriana Rocha — originated — Identity-Operation Gradient Adriana Rocha — originated — Semantic Register Adriana Rocha — authored — Refactoring the Firm Refactoring the Firm — introduces — Intelligence-Native Organization Refactoring the Firm — cites — Thomas W. Malone Refactoring the Firm — cites — Marvin Minsky Wisdom Beyond Tech. — builds — INO-OS INO-OS — implements — Intelligence-Native Organization Alldience — co-developed with — Immetrica (Boris Levitan) Net Love Score — first published in — As Marcas Mais Amadas 2019 As Marcas Mais Amadas— later co-published with — Meio & Mensagem Synthetic Pop. Study — benchmarked against — Dunnhumby Complete Journey Synthetic Pop. Study — peer reviewed by — Luiz Duarte, PhD eCGlobal — acquired by — Grupo Stefanini (2022) Wokpy — formerly named — eCGlobalNet
Full structured data: /library/corpus.json. Concept definitions and authorship: The Canon.