Lydia Caldana

Brand Strategist, Trend Researcher and Consumer Insights

New York, United States
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About me

☞ Always open for a chat NYC-based brand strategist and consumer insights analyst with six+ years of experience. I research culture and strategize the present and the future by focusing on emerging behaviors to help brands create long-lasting relationships with people through products, services, and communication. I have led end-to-end consumer insights projects within the US, UK, Brazil, Colombia, Chile, Mexico, India, and South Korea. I produce detailed brand recommendations, zeitgeist analyses, business opportunities maps, trend reports through inspiring storytelling. I also conduct consumer and client workshops, online and offline ethnography, expert interviews, desk-based research, user experience journeys, quantitative research, among other methodologies. I currently pursue a Master's degree in Liberal Studies (Global Urban Futures minor and Gender and Sexuality Studies certificate) at The New School. ☟ Core roles: brand strategist / trend researcher / consumer insights specialist Core focus: technology / generational behavior / innovation / company culture / sustainability / diversity / LatinX / gender & identity Key sectors: health & wellness / beauty / fashion / sports & gaming / entertainment / media / food & beverage / retail / music / mobility and urbanism / finance / CPG Extensive global work experience, collaborating constantly with The Future Laboratory, Protein NYC, VICE, Refinery29, Collider Lab, Bloom London, Box1824, Aurora 3, Flag CX, Questtonó NYC, Mesa Company, YOUPIX, The Grid, etc. Clients include Nike, Uber, Netflix, Facebook, Spotify, Google, Taco Bell, Unilever, Youtube, Waze, Johnson&Johnson, AB Imbev, Facebook, Avon, Diageo, McDonald's, Globo, Melissa, etc.

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  • Trend Forecasting
  • Brand Strategy
  • Qualitative Research
  • Consumer Insights
  • Innovation Strategy
  • Storytelling
  • Presenting
  • Public Speaking
  • Podcasting
  • Consumer Research

Companies I’ve worked with

  • Protein


    • Education & Research
  • F


    • B

      Box 1824

      • L

        Lidewij Edelkoort Trend Union

        Work history


        Foresight Strategist & Consumer Insights Specialist


        Sep 2017
        • New York, United States
        • Freelance
        • Full-time freelancer working with consultancies in the US, U.K. and Brazil to identify emerging consumer behavior and translate them into opportunities for brands. I help companies navigate culture through brand strategy rooted in rigorous ethnographic and forecasting methodologies that transform global and local shifts in behavior into actionable recommendations, ideation, and implementation. Through consumer insights, storytelling, and mixed quant and qual methods, I connect brands with culture in meaningful ways. I lead end-to-end consumer insights and trend forecasting projects with inspiring, ethical, culturally-responsive, transparent, and long-term solutions as an end goal. Diversity and sustainability are at the core of my understanding of futures, and I work towards improving equity and longstanding decisions. Methodologies I conduct: Desk-based research; Mapping of people: early adopter, innovator, expert, talent and influencer; Recruitment of people for groups, interviews, and surveys; Online survey development and analysis; Netnography; Group moderation (online and offline); Workshop moderation; Ideation process moderation; Field research; In-depth interview. Some of the outputs of my work: Trend report; Snapshot of the target demographic; Brand strategy; Brand planning; Brand positioning; Brand purpose; Brand culture innovation; User Experience research; Innovation strategy; Communication and content strategy; Audio-visual material on a target demographic.


        Manager of Futures Department

        Box 1824

        Sep 2015 - Jul 2019
        • São Paulo, Brazil
        • Full Time
        • As manager of the Futures Department, I have: - Created trend forecasting methodologies; - Developed future scenarios for all ongoing projects at Box 1824; - Formulated actionable strategies and recommendations through critical analysis; - Conducted art direction on both client-commissioned and Box's independent videos; - Managed a team of multi-disciplinary people and overseen the work commissioned to partner agencies and freelancers.


        Trend Forecaster and Brand Strategist

        CO.R Inovação

        Aug 2014 - Aug 2015
        • São Paulo, Brazil
        • Full Time
        • Branding, positioning of companies and strategic planning through heavy qualitative research - field research, focus groups, in-depth interviews, desk research, ethnographic research -, co-creation, image research, trend researching and forecasting and critical analysis. Innovation in products and services - New Business Models - Organizational Impact


        Insights Intern


        Mar 2014 - May 2014
        • London, United Kingdom
        • Internship
        • Brand strategy and insights assistant working with Protein's consultancy and editorial platform. Participation in the consolidation of Protein's Audience Survey Report 2014, image research, PR and content writing.


        May 2013 - Jul 2013
        • Paris, France
        • Internship
        • Journalist at Trend Tablet, writing trend-led pieces for the platform. Social media management and MoBA Exhibition logistics assistant.



        MA Liberal Studies

        The New School

        Aug 2019
        • New York, United States
        • While pursuing a master’s degree in Liberal Studies, I am also obtaining: - a Gender and Sexuality Certificate; - a Global Urban Futures Minor (Smart Cities); - experience with research at The SexTech Lab, an interdisciplinary/psychology lab that works at the intersection of gender, sexuality, culture, technology, AI, ethics, social justice, and intimacy.


        Fashion Design Bachelor’s Degree

        Polimoda Institute of Design and Marketing

        Aug 2009
        • Italy


        BA Trend Prediction and Forecasting

        UEL University of East London

        Aug 2011 - Jun 2014
        • London, United Kingdom