Sérgio Tavares, phD.

Personal Details

Bio

I’m a Helsinki-based, award-winning Consumer Scientist in the biggest communication group in the Nordic countries, the Nordic Morning Group. But I'm also a passionate Brazilian, who flew to the other side of the world to build a life -- I am passionate and experienced with people, their drives, their emotions and their aspirations!

I have worked for over 15 years in media and advertising, and have published research in digital culture in venues and Universities in Barcelona, Berlin, Manchester, New York and at the MIT Massachusetts Institute of Technology).

My current efforts are in building an experiment-based lab of Consumer Science, combining actionable findings in data and analytics, the customer journey, emotional responses, meaningful moments, design thinking and interaction studies.

Presentations

Presentations (3)

Mind the Map: The Nordic take on a datafied Customer Journey

Learnings from $1,000,000 worth businesses which started from a Customer Journey Map. How to start from scratch to build your own map, based on emotions, moments and valuable data points. The most valuable tool to make your clients see the big picture, open their minds and turn their business in a actionable growth machine. Free eBook available.

The Datafied Consumer: How to make personas a real, growth-oriented customer base?

Lots of companies aspire to have customers that match certain personas. Other companies analyze their customers and create those personas. But how to make sure things are matching?
In this presentation, I open up simple and a step-by-step process to really VERIFY, DISCOVER and UTILIZE personas backed up with rock solid data for any size of company.

Shifting to a Data-Driven Design Thinking

Scandinavia is the capital of design, and pioneer of Design Thinking for business, services and experiences. I here gather some of the most successful cases in the Nordic countries, where I was directly involved, and open up how to prepare a project from scratch having the design approach in line, and a solid data-driven way of measuring success.

Past talks (6)

The Datafied Consumer

Nordic Morning / Emarsys Executive Breakfast 2017

Helsinki, Finland

December 31, 2016

Consumers and Emotional Journeys

Helsinki Marketing Week

Helsinki, Finland

December 31, 2015

Power and Authorship in Social Media

Writing 2: Paradoxes and Practices

Salzburg, Austria

December 31, 2013

Transmedia, author, paratexts: the surroundings

Transmedia Literacy Conference

Barcelona

December 31, 2012

What Yoko Ono Had For Breakfast: Authorship in Twitter

MIT: Media In Transition 8

Massachusetts Institute of Technology

December 31, 2012

Moderator: Videogames and Play Spaces

MIT: Media in Transition 8

Massachusewtts Institute of Technology

December 31, 2012

All (2)
Videos
Photos (1)
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Data-Driven Decison-Making: The Essentials

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Books & Articles (5)

Mind the Map

Ottoboni,

2016

Segmentation: Developing a data-driven “Consumer Science”

Towards the Consumer Journey (FI)

Five speeds you must master when planning Customer Experience

Customer Journey: Turning coordinated focus into a marketing resource

Expertise (17)

Media & Marketing

Business

Awards & certifications (1)

Innovation Award: First Place

Nordic Morning Group

2016

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Personal Details

Presentations

Books & Articles (5)

Expertise (17)

Awards & certifications (1)