Expert of trend analysis and communication strategy; Professor at the University of San Raffaele in Milan
He teached in the University of Genoa, Cattolica University in Milan, IULM and San Raffaele.
A psychology academic of personality, cognitive processes and consumer psychology.
He directed his own market research institute and he collaborated for years with the GPF of Giampolo Fabris.
He did consultation for various communication agencies (Young e Rubicam, MacCann Erickson) and for several companies (Renault, Ferrero, Danone, Parmalat, Branca).
In the consumer area the books: “Sogni e Bisogni”, “Psicologia del consumatore”, “La psiche del consumo”, “Cercare il futuro”.
Currently he’s working on the trend analysis (he’s working on a book dedicated to this theme) and on the communication strategy, doing also a consultation activity in the corporate at the side of the management and aimed formation activities (with Execo).
Research on italian trends (cfr. “Cercare il futuro”, Guerini editore), BrandSet methodology for Soremartec (Ferrero), trends and scenarios for alcohol drinking (Branca), sample case analysis about the culture of Italians’ health, meta-analysis of megatrends and scenarios to identify emerging needs and values of consumers.
Brand strategy, products location, Corporate image, Social, cultural and psychological segmentation, Scenarios and Megatrends, Advertisement communication, Relationship dynamics and Business communication.