Gabriela Passarelli Daud

Qualitative Researcher, Brazil

Gabriela Passarelli Daud, Qualitative Researcher in Firefly Millward Brown’s Brazil office, with Firefly since 2014, likes to make clients cry in a good way. She thrives when contributing and developing insight for clients that lead to an ah-ha moment that reveals a compelling, previously overlooked brand value.

Uniquely gifted with researcher and writer passions and skill sets, Gabriela calls upon her Bachelor's degree in Letters and Literature from The Universidade de São Paulo (USP) frequently in projects. As a brand equity and positioning leader, she conducts big idea workshops to explore writing concepts, guides category and target exploration to inform insights and ignite inspiration. In the realm of creative development, she co-facilitates workshops to structure and grow understanding of writing concept, claims, packaging and insights.

Prior to Firefly, Gabriela spent two years with supervision of recruitment at Research International and four years with Kpesquisas client services. In these roles she gathered a wealth of knowledge and approaches in exploration, pre-link, ethnographic studies, shop alongs, online groups, ideablogs and pre-tasks via the platform Whatsapp.

Quick Facts:

  • Gabriela loves nostalgic movies, classical literature, slightly-buttered popcorn, quirky serials (and cats, for that matter) and engaging conversations with friends.
  • She prefers organization, but remains curious about chaos and relies on her friendly demeanor and intensely focused approach guide her pursuit of new insights and methodologies to reveal the unknown.
  • Nestlé, Avon, L´Oreal, Boheringer-Ingelheim, Diageo, MetLife and Abbot top the list of brands and clients she’s touched.