The Archive
A professional life in market research, insights and applied AI — documented in sixty-one public papers, articles, studies, talks, interviews and products, from 2006 to 2026. Read as a story, chapter by chapter.
2006 – 2012
It began with a bet — that research panels would become living online communities. From 2006, presenting at ESOMAR in Barcelona, Adriana Rocha pioneered multicultural online opinion communities and panels across Latin America, and began framing the researcher as the bridge between marketing and technology.
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?”
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/).
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.
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.
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.
2013 – 2016
As the web scaled, research became social, continuous and gamified. Across ESOMAR, Greenbook and the NewMR stage, she argued that isolated studies would give way to always-on communities — years before the industry agreed.
2017 – 2020
The method proved itself in flagship cases — HBO, Globo, Itaú — and in a new way to measure attention: turning the panellist's own smartphone into an audience meter (Smart People Meters / Alldience).
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.”
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.
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.”
Published by Immetrica: Alldience_ebook_2019-INT-EN.pdf.
2019 – 2026
A single question — how much do people love a brand? — became a national metric. The Net Love Score, created in 2019 and published every year with Meio & Mensagem, ranks Brazil's most loved brands.
1,700+ respondents, ages 18–54, classes A/B/C, all regions of Brazil; 30+ segments across 9 categories.
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
2,144 respondents; 35 categories across 8 segments.
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).
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.
Fielded Jul–Aug; 3,066 respondents; 33 categories; Tramontina first (NLS 127.0).
36 categories; AI tools included for the first time.
2023 – 2026
The object of study moved from the consumer to intelligence itself: synthetic minds and their documented limits, and organizations redesigned around human–AI collaboration — the Intelligence-Native Organization and the book Refactoring the Firm.
Article 0 of the series 'Refactoring the Insights Industry' — defines the Intelligence-Native Organization (INO). Published on Insight Platforms.
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.
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.
Operating system implementing the Intelligence-Native Organization framework. Built by Wisdom Beyond Technology.
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.
Long-form interview on the podcast O Executivo (Ep. 128) with Adriana Rocha as Managing Partner of Wokpy.