Natalia M.

Cultural anthropologist with UX Research experience; specialized in ethnography, thick data analysis, and generating cultural and user insights. 10+ years of experience in end-to-end qualitative and mixed methods research, leading ethnographic, social, and user-centered research across diverse sectors—customer experience, user behavior, cultural dynamics, and community engagement for NGOs. I don't just summarize data, I provide you the human context, emotions, and stories that quantitative metrics alone cannot capture. As an expert in understanding human behavior, I aim to help you add value by revealing the "why" behind the numbers so you can make decisions based in a real understanding of your users. CORE SERVICES & DELIVERABLES 1. Qualitative Data Analysis & ATLAS.ti Expert • Process transcripts, survey data, field notes, secondary and desk research, using ATLAS.ti, Excel, or Miro. • Methodological Frameworks: Grounded Theory, Thematic Analysis, Discourse Analysis, Content Analysis, and Sentiment Analysis. • Visual Data Artifacts: clear and structured codebooks, network diagrams, co-occurrence tables, Sankey maps to make findings easy to read. 2. Digital Ethnography & Online Community Research • Netnography: Research behaviors across online ecosystems (Discord, Reddit, niche forums, digital social groups.). • Cultural & Sentiment Analysis: Identify underlying cultural triggers, language patterns, themes, unwritten rules, and audience pain points. 3. User Experience (UX) Research • In-Depth Interviews (IDIs) & Usability Testing: Design tailored discussion guides and conduct empathetic interviews that get people to open up and feel comfortable. • User Artifacts: Translate raw qualitative findings into actionable Personas, Empathy Maps, and Journey Maps. • Qualitative Competitive Analysis: Produce benchmark tables and comparison matrices to map your competitors through a qualitative and behavioral lens. 4. Research Design & Consulting • End-to-end qualitative research design, execution, and synthesis. • Executive summaries and slide decks with clear, actionable recommendations. • Academic advisory on qualitative methodologies, theoretical frameworks, data analysis, and thesis structure. TOOLS ATLAS.ti | Miro | Mural | Google Sheets | Excel | Canva