Black and white street scene: people wait at a crossing in front of a shop window while a car passes.

A boutique intelligence duo for brands navigating change

  • Culture
  • Behaviour
  • Business
  • Foresight

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Decoding

CULTURE × BUSINESS

Abstract painting in thick red, coral and violet brushwork.

Understanding what is changing, why it matters and where brands can go next.

Culture - Behaviour - Business - Foresight

Behaviour changes
before the market
can name what’s happening.

Between an emerging trend and a real business opportunity lies a space that needs to be decoded.

WHERE CULTURE MEETS
COMMERCIAL VIABILITY.

THE GAP

Among what people do,what culture means,and what business sees.

We Connect
the Dots.

STRATEGIC OPPORTUNITY

THE DECODERS

ANTHROPOLOGY x STRATEGY

  • Cultural anthropology
  • Consumer behaviour
  • Ethnography & qualitative research
  • Social & cultural movements
  • Symbols, rituals & meanings
  • Desires, contradictions & tensions
  • Cultural strategy
  • Research translation

Investigates whatbehaviour means.

STRATEGY x BUSINESS

  • Brand strategy
  • Business & market dynamics
  • Positioning & growth
  • Consumer behaviour
  • Culture & technology
  • Innovation & emerging categories
  • Strategic planning
  • Commercial translation

Investigates itsimpact on business.

Two Lenses.

Luísa starts with people. Gab begins with business. We meet in the middle.

Consumer behaviour Strategy

30+ brands already
connected dots with us

  • Uber
  • Coca-Cola
  • Heineken
  • Diageo
  • Jack Daniel's
  • PepsiCo
  • Eudora
  • Bauducco
  • Outback Steakhouse
  • Google
  • Samsung
  • Spotify
  • Rappi
  • 99
  • Itaú
  • Bradesco
  • Nubank
  • Sicredi
  • Tokio Marine
  • O Boticário
  • Logitech
  • Nestlé
  • Mizuno
  • L'Oréal Paris
  • BASF
  • Pininfarina
  • W Hotels
  • Disney
  • Unilever
  • Vans
  • YouTube
  • Stellantis
  • Prudential
  • Syngenta

WHERE WE FLY FROM

Being between São Paulo and Madrid gives us access to two different engines of growth and the ability to read what happens between them.

The rippling concrete facade of a modernist tower in São Paulo.

São Paulo

--:--:--local time

  • Latin America’s leading business, financial and consumer hub.
  • A market where new behaviours, brands and digital trends scale quickly.
  • A deeply multicultural city where different social classes, lifestyles and consumption codes coexist.
  • The city has more than 1.8 million active companies and is home to one of Brazil’s strongest startup ecosystems.
  • A close reading of how culture becomes mass behaviour and how behaviour becomes market.
A red tiled restaurant front on a street corner in Madrid.

Madrid

--:--:--local time

  • The city hosts more than 13,000 foreign-capital companies from 110 countries and has more than €411bn in foreign-investment stock.
  • A front-row view of European cultural movements, emerging business models and evolving global consumption codes.
  • Madrid embraces global movements without losing its distinctive Spanish identity. It absorbs new influences, adapts them to its own cultural codes and makes them uniquely its own.
  • Its cultural and commercial relationship with Latin America makes Madrid a particularly compelling bridge between European and Latin American markets.
  • A new wave of hospitality is reshaping Madrid, where global experiences meet local culture. A vibrant hub where international standards adapt to the city’s distinct way of living, welcoming and connecting.

TERRITORIES

Where we already know how to look.

DELIVERABLES

FROM INTELLIGENCE TO
IMPLEMENTATION. WE DELIVER:

DECODE

Research
Desk · qual · quant · digital ethnography · IA
Foresight
Trends · scenarios · opportunities

DEFINE

Brand
Positioning · territory · narrative
Campaign
Concept · channels · KPIs

ACTIVATE

Content
Editorial · tone · formats
Experience
Cultural fit · visual anthropology

AI-ENHANCED.
HUMAN-LED.

AI accelerates research, pattern recognition and scenario exploration.Human intelligence brings cultural context, interpretation and strategic judgement.

HOW WE WORK

Sprint/MA

Short, intensive cycle focused on a specific decision: repositioning, exploring new territories...

Ad-hoc project

A standalone offering: a Research Project, Brand Experience Curation, a Trend Report, Desk Research, or a Business Diagnosis.

Consultancy

Ongoing partnership: providing the client’s team with a continuous cultural perspective.

A concrete residential tower at dusk with a single balcony glowing red.

Special
gatherings

An expert-led curated gathering that explores future-facing questions through immersive and experiential formats.

Field Trips

Immersive visits to places where change is unfolding, offering firsthand insights and direct encounters with the people shaping it.

A long dinner table seen from above, with guests, glasses and shared plates.

LET’S DECODE
WHAT HAPPENS NEXT.

Gab Torma · gabtorma.com
+34 667 29 37 83

Luísa Bartz · luisabartz.com
+55 51999340440

thedecoders.co@gmail.com

CULTURE x BUSINESS x FORESIGHT

Luísa Bartz and Gab Torma, smiling, outside the entrance of a bar.