Matteo Berti

Consumer Insights Lead Merkle, a Dentsu Company @dentsu

Milan, IT

Here at Dentsu/Merkle I\'m the Qualitative, UX Research and Neuromarketing specialist of the Consumer Insights Team: I also directly manage some quantitative research activities, such as the Target Audience Reports, the Cluster Analysis profiling and the Personas writing, reading quantitative data through qualitative lenses- I take part to the quantitative studies projecting them and creating the actionable take-offs (brand lifts, audience reports, cluster analysis profiles definition, target profiling studies, strategical reports.): my specific formation allows me to contribute “qualitatively reading” quantitative data to create actionable results- I directly manage the whole qualitative research process using the most appropriate methodologies to answer the research questions of (almost) all the industries (focus groups, IDIs, dyads, triads, online research communities, online focus groups.)- I directly manage the Ux research studies together with the DA & CRO and Data analysis, CRM teams- I’m in charge of the neuro-marketing research studies through the proprietary Brain Waves research program- The peculiar articulated structure of Dentsu allows me to take part in really transversal and multi-disciplinary projects, crossing almost all the business and corporate areas.

Università Cattolica del Sacro Cuore

2nd level master degree - ASSIRM, marketing research

Università Cattolica del Sacro Cuore

Social Psychology, Psychology