The Psychology of Data

This workshop will focus on how to use the design thinking mindset and guidelines leading to a data-driven customer centric culture that uses actionable insights to improve decision-making.

In a highly challenging competitive environment, where VUCA (volatility, uncertainty, complexity, ambiguity) reigns supreme, and the only constant is the exponential speed of change, having a supporting winning mindset and supporting your decision-making with critical insights, thus going beyond gut feeling, is absolutely critical.

The approach to make the right decisions, on the right topics, at the right time, by the right people, with the most relevant insights, will be shared and discussed so you can start applying these guidelines the very next day and increase yours, your function, and your organization’s overall performance.

Key takeaways:

  • How to develop a winning mindset and data-driven culture that is able to deal with the current challenges your facing and the zeitgeist
  • Tips, tricks and examples on how to apply the Design Thinking mindset in your organization insight development to improve decision-making and the performance of your organization
  • Arguments for getting your organization to “say yes” to a more customer-centric data-driven performance


Luis Madureira

Luis Madureira leads the Brand Building (R)evolution as Founder and Managing Partner of ÜBERBRANDS, helping companies, boards, and business leaders navigate their competitive environment by informing their decision making with actionable insights, supporting the design of winning strategies, and the development of innovative products, services, processes, and business models. Previously the Global Competitive Intelligence Practice Lead for Ogilvy Consulting (aka OgilvyRED), he possesses vast experience in Consulting – Ogilvy, ÜBERBRANDS – and in FMCG – Diageo, Coca-Cola, PepsiCo, Red Bull, United Coffee, Heineken. Held leadership roles in Competitive Intelligence, Strategy, Marketing, and Sales, both locally and globally. A distinguished Fellow by the Council of Competitive Intelligence Fellowship, he Chairs the SCIP Portugal Chapter and he is an Invited Lecturer for University Masters and Post Graduations (education institutions, courses, and evaluations on the Organizations tab below) and also for LJUBLJANA MBA program at the School of Economics and Business, University of Ljubljana. Author of Social Market Intelligence (SMINT), the first Competitive Intelligence approach in real-time, and INNOVaction, an end-to-end innovation program spanning from the fuzzy front-end to its evaluation. Graduated from NOVA SBE in Economics with a specialization in Marketing and accredited with a CIP-II (Master of Competitive Intelligence) by ACI – Academy of Competitive Intelligence. He is currently a Ph.D. Candidate at NOVA IMS Information Management School specializing in Information and Decision Systems.




Keynote speakers and discussions

Keynote speakers and discussions

New trends and global knowledge

New trends and global knowledge

Experiential activities

Experiential activities

Interactive workshops

Interactive workshops


Individual application

190 EUR (VAT excluded)

Group application

Up to 5 participants - 840 EUR (VAT excluded)
Up to 10 participants - 1.300 EUR (VAT excluded)
For more information on group registration, contact us at

For companies that are members of SRIPT, participation in the program is free of charge (until the places are filled). When you apply insert the code SRIPT in the notes.

The fee covers attendance at all workshops, keynote talks and round table. In case of unexpected circumstances, CBE reserves the right to cancel the workshops. No refunds can be guaranteed for cancellations after 10 March 2022. No refunds will be made in case of no-show. You can change your selected schedule no later than 10 March 2022.

*VAT is not included in the price.

Important information about your application

Important information

To register multiple participants fill out the application for each participant separately.

REGISTRATION is open until all places are filled. After filling out the registration form, your will receive confirmation email with a summary of selected workshops.

CANCELLATIONS are refundable until 10 March 2022. After this date all fees will be charged. Thank you for your understanding.

PAYMENT: Your invoice will be issued within 2 weeks of the event.

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