Strategy and positioning
Clarity to define your value proposition, differentiators, audiences and paths to growth.
CONSUMER INSIGHTSConsumer insight for SMEs
Your customer at the center.
Your reality, too.
Atenaia understands what drives consumers and knows, in theory and in practice, the challenges SMEs face. That is why we turn analysis into decisions that are viable for your moment, your resources and your aspirations.
Rio de JaneiroInternational perspective
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Our concept
Atenaia’s central concept
Cross-CategoryConsumer Perspective.
One person. Many contexts.
The same consumer changes roles, needs and criteria as they move through different categories — while carrying their references, expectations and repertoire with them.
Atenaia connects these experiences across brands, services and industries to understand the whole consumer and reveal perspectives and opportunities that a category-by-category analysis cannot reach.
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How we work
Actionable strategy
Depth of analysis.
Clarity to act.
Tailored solutions suited to the scale, timing and reality of each small or medium-sized business.
Consumer behavior
A clear reading of the shifts, expectations and decisions shaping markets and brand relationships.
Research and trends
Applied research, direct observation and benchmarking translated into practical recommendations.
Concept development
Structuring new brands, services, experiences and spaces, from the initial idea to a consistent proposition.
Strategic advisory
A senior, independent perspective for founders, managers and businesses in transformation.
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What sets us apart
A perspective that connects
Multiple disciplines.
A broader perspective.
01
Background
Multifaceted expertise
Technology, marketing, retail, real estate development, academic research, teaching and strategic advisory brought together in a single perspective.
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Markets
International perspective
A body of knowledge built through direct observation and immersion in different markets, cultures and consumer contexts.
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Breadth
Cross-sector experience
Retail, fashion, wellness, pet, hospitality, real estate development, services and founder-led businesses.
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Connections
Cross-category consumer perspective
The consumer is one person: references and expectations formed in one category influence choices in every other one.
International research
The world as a field of observation.
Atenaia’s international perspective is grounded in direct observation. We visit markets, spaces, businesses and cities to understand how shifts in consumption take shape in real life.
Key markets
Western EuropePeruColombiaCroatiaTurkeySoutheast AsiaIndia · Rajasthan, Delhi and MumbaiChina · Shanghai and BeijingKey U.S. marketsAnd counting…
04
Who leads
Founder
Renata Maria Gomes
Four decades connecting business, research and curiosity about the world.
PhD in Business Administration, specialization in Marketing, an initial background in Computer Science and 40 years of experience in maritime transportation, shopping centers, real estate development, teaching and advisory boards.
Her perspective is also shaped by experience as a small business owner, with first-hand knowledge of the challenges, constraints and opportunities SMEs face.
A frequent traveler, she turns every journey into an opportunity to observe markets, cities, services and consumers in their real contexts.
This combination makes it possible to examine every challenge from different angles and turn knowledge into realistic decisions for SMEs.
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Knowledge in motion
Original articles.
Studies and reflections on consumption, retail and cultural change. New content will be added here.
Original article
The Paradox of Conspicuous Consumption
Revisiting Veblen in the digital age.
Read on LinkedInOriginal article
The Real Story Behind the Decline of U.S. Shopping Centers
A perspective on transformation, relevance and new formats.
Read on LinkedInOriginal article
Mall Image Under Agglomeration
Rethinking identity in high-density retail environments.
Read on LinkedInContact
Atenaia Consumer Insights
Strategic consulting for small and medium-sized businesses that want to understand their consumers more deeply and make sound decisions.