Our Staff

We are a multi-lingual, multi-disciplinary team trained to take fast and efficient professional decisions, overseen by experienced project managers and directors.


Silvio Pires de Paula


A business administrator with undergraduate and graduate degrees from the EAESP- Getulio Vargas Foundation, he also graduated from the Escola Superior de Propaganda. Additionally, he completed a course in Leadership for Professional Business Firms at Harvard Business School, Boston in 1999. He was teacher in market research for six years at Escola Superior de Propaganda e Marketing, four years at  EAESP-FGV(PEC) and  five years at the Faculdade de Comunicações da FAAP.

Working with market research since 1962, Silvio has worked as an interviewer, checker, manual tabulator and field team supervisor for research institutes and advertising agencies. In 1967 he established Demanda, initially offering manual tabulation and field work. From 1968 on, Demanda does complete market surveys, rendering services in Brazil and abroad.

His on-the-job training includes joint projects in which Demanda worked closely with the Market Research Corporation of America (MRCA) in New York and Chicago (1974); Demoskopea in Milan (1975); Tele Action in Paris (1980); Wirthlin Worldwide in Washington DC (1997); Metric in Poonah, India, (2001); Add+Impact® in Melbourne, Australia (2005), and Norman Nielsen in Washington DC (2009).
A member of the European ESOMAR for more than 25 years, he has attended dozens of international congresses, speaking at many of them. He has also attended more than a hundred conferences, workshops, lectures and congresses in Brazil and abroad, including the Czech Republic, China, the USA, Argentina and Italy. He has lectured at dozens of conferences and congresses organized by the CFA, ABEMD, ABA, ESOMAR, CRA-São Paulo, ABEP, and the FGV SP Alumni Association.

Appointed to the Board of the Federal Administration Counsel (CFA), he also served from 1992 through to 1998 as its Director and President of a Chamber of Professional Development . He served as Vice President of the following entities: Getulio Vargas Foundation Alumni Association (1984-1989); Brazilian Direct Marketing Association (ABEMD) (1990) and International Management Development (IMD), headquartered in Utrecht, the Netherlands (1992-1993) and the Brazilian Marketing Research Companies Association (ABEP). He also chaired the Brazilian Association of Market Research Institutes (ABIPEME) and sat on the board of the São Paulo Chapter of the Federal Administration Counsel (CRA-SP) for more than twenty years, holding several positions, including Planning Vice President. At the moment, he sits on the Board of ABEP, as well as the Helen Keller Foundation , and is also Vice-President of “Pesquisadores Sem Fronteira (PSF)”, a Civil Society Organization in the Public Interest (OSCIP)

The author of dozens of articles on market research, management, marketing, communications and telemarketing published in leading Brazilian journals such as: Revista SBPM, Revista Propaganda, Marketing, Revista Brasileira de Administração, Anuário Brasileiro de Propaganda, and Meio e Mensagem.

Executive Board

Gabriela Oliveira de Paula Prado


An architect with a Master’s degree in Sustainable Technology from the Royal Institute of Technology (Kungl Tekniska Högskolan) in Stockholm, Sweden, with a PHD in Politics and the Administration of Mineral Resources from the Geosciences Institute, Campinas State University, since 2003, she has served as a Project Director at Demanda Research and Marketing Development. Fully familiar with market research methodologies deployed in response to marketing challenges and preparing strategic planning, she has ample experience in the development, management, planning, implementation and analysis of quantitative market research surveys (Door-to-Door, Face-to-Face, Central, Computer Assisted Telephone Interview (CATI), Computer Aided Web Interviewing (CAWI) Computer Assisted Personal Interviewing (CAPI), Mystery Shopping, Gang Surveys) and qualitative projects (Ethnography, In-House Visits, Focus Groups, In-Depth Interviews, Shadowing, Usability Tests and Creative Sessions).

She has served as an adjudicator for Master’s theses and PhD dissertations, invited by the Institute of Geosciences at the University of Campinas (UNICAMP) in 2004, 2005 and 2006. She also served as a researcher for the Economic Research Institute Foundation and the Administration Institute Foundation (FIPE-FIA) at the University of São Paulo (USP), conducting studies commissioned by the Ministry of Education for the Primary Education Upgrade Fund (FUNDEF) in 1997, 1998 and 2000. She also worked as a researcher at the University of Campinas (UNICAMP) in 1998 – 1999.

Marcos Paulo Sampaio

Gerente Administrativo Financeiro

Marcos Paulo Sampaio

Since 2005, he has been in charge of the Administration, Finance and Information Technology Management Areas, with ample experience in the financial, administrative and personnel fields, as well as data processing, systems analyses, planning, development and systems implementation, in addition to the preparation and installation of relational databases.

Consulting services

Horacio del Nero Rocha



With a degree in Business Administration from the Getulio Vargas Foundation (FGV) in São Paulo and an MBA from Michigan State University, with specialty courses at Harvard (Competition & Strategy Program) and the IMD in Lausanne (Program for Senior Executives), his professional experience encompasses Brazil, Latin America and the USA. He has worked with consumer goods for more thirty years in the Marketing and Sales areas of companies such as Quaker, Del Valle, Gomes da Costa and Bombril.

Management of leading and global brands such as Quaker, Toddy, Toddynho, Gatorade, Del Valle, Del Valle Light, Sardinhas Coqueiro and Atum Gomes da Costa, he specializes in diagnosing, setting up and implementing projects; assessment and launches of product, brands and start-up operations; implementation of distribution systems and channels; setting up sales teams, with assessment, capacity-building, incentive and compensation systems. A former lecture for the PEC and Executive Master’s programs at the Getulio Vargas Foundation, he was awarded the Valor Executive Prize in 2002 by the Valor Econômico financial newspaper.