Associate Professor Bernardo Figueiredo
Associate Professor
Details
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College: Economics Finance & Marketing
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Department: Economics Finance & Marketing
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Campus: City Campus Australia
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bernardo.figueiredo@rmit.edu.au
Open to
- Media enquiries
- Masters Research or PhD student supervision
About
Bernardo Figueiredo is an award-winning researcher and educator. To foster change, he engages with industry, government, and communities.
Bernardo works with companies and communities to create social and organisational change. Projects with industry include sociocultural analysis, consumer strategic insights, customer journey mapping, experience design, cultural branding, strategic and international marketing. Projects with communities and government include building transformational frameworks, strategic recommendations, and actionable toolkits for community engagement, behavioural change, and consumer wellbeing.
To achieve his goals, he employs diverse methodological and design tools including exploratory assessments, market ethnography, netnography, co-design workshops, in-depth interviews, focus groups, cultural probing and sociocultural analysis to propose novel insights for better human experiences and market orientation.
Industry experience:
Dr Figueiredo has worked in a variety of industry jobs including marketing positions at Procter and Gamble and Unilever, Science and Technology Analyst for a major research funding institution, Auditor for the Brazilian Government. He has also been and Marketing Director and CEO in two SMEs in the art and culture industry.
Awards:
Other:
Winner, RMIT Vice-Chancellor’s Award Learning and Teaching for creating Industry/Community Partnerships that Foster Learning, Engagement or Experience
2019:
Winner, Best Competitive Paper 2019 -in the Consumer Culture Theory Track at the Anzmac Conference (2019) – with Buschgens and Rahman.
2016:
Winner, Emerald Literati Network Awards for Excellence - Outstanding Author Contribution in the 2016, for book chapter written for Research in Consumer Behavior, with Jessica Chelekis.
2015:
Winner, Best Competitive Paper at the Consumer Culture Theory Conference – with Jessica Chelekis, Fayetteville, Arkansas, USA.
2013:
Winner of the people's choice award at Association for Consumer Research Film Festival (2013) - Film “A pen” - with Anastasia Seregnina and Norah Campbell. Competitive film.
2012:
-Winner, The Susan P. Douglas Award – Best paper in international marketing across all tracks
-EMAC – 41st European Marketing Academy Conference, Lisbon, Portugal.
2011:
Winner, ACR/Sheth Foundation Dissertation Grant Competition – 2011 Best dissertation Proposal - ACR Annual North American Conference in St. Louis, Missouri
Bernardo works with companies and communities to create social and organisational change. Projects with industry include sociocultural analysis, consumer strategic insights, customer journey mapping, experience design, cultural branding, strategic and international marketing. Projects with communities and government include building transformational frameworks, strategic recommendations, and actionable toolkits for community engagement, behavioural change, and consumer wellbeing.
To achieve his goals, he employs diverse methodological and design tools including exploratory assessments, market ethnography, netnography, co-design workshops, in-depth interviews, focus groups, cultural probing and sociocultural analysis to propose novel insights for better human experiences and market orientation.
Industry experience:
Dr Figueiredo has worked in a variety of industry jobs including marketing positions at Procter and Gamble and Unilever, Science and Technology Analyst for a major research funding institution, Auditor for the Brazilian Government. He has also been and Marketing Director and CEO in two SMEs in the art and culture industry.
Awards:
Other:
Winner, RMIT Vice-Chancellor’s Award Learning and Teaching for creating Industry/Community Partnerships that Foster Learning, Engagement or Experience
2019:
Winner, Best Competitive Paper 2019 -in the Consumer Culture Theory Track at the Anzmac Conference (2019) – with Buschgens and Rahman.
2016:
Winner, Emerald Literati Network Awards for Excellence - Outstanding Author Contribution in the 2016, for book chapter written for Research in Consumer Behavior, with Jessica Chelekis.
2015:
Winner, Best Competitive Paper at the Consumer Culture Theory Conference – with Jessica Chelekis, Fayetteville, Arkansas, USA.
2013:
Winner of the people's choice award at Association for Consumer Research Film Festival (2013) - Film “A pen” - with Anastasia Seregnina and Norah Campbell. Competitive film.
2012:
-Winner, The Susan P. Douglas Award – Best paper in international marketing across all tracks
-EMAC – 41st European Marketing Academy Conference, Lisbon, Portugal.
2011:
Winner, ACR/Sheth Foundation Dissertation Grant Competition – 2011 Best dissertation Proposal - ACR Annual North American Conference in St. Louis, Missouri
Media
Supervisor projects
- Meaning Making in Transitionary Times: A Historic-Cultural Analysis of Sustainability's Inclusion in The Luxury Electric Car Market
- 25 Jul 2023
- Patient experiences in using digital technologies for long-COVID
- 5 Jul 2023
- Animating Elderhood: Datascapes of Ageing in Place
- 19 Jun 2023
- A Multi-dimensional Understanding of the Phenomenon of Transformative Branding within the Polarised Indian Marketplace
- 12 Jan 2023
- A study of male beauty influencers live streaming e-commerce in China: Gendered power dynamic, customer intimacy, and cultural identity presentation.
- 16 Dec 2022
- Tourist Experience of Authenticity at Vietnam War Sites
- 26 Sep 2018
- The Role of Imagined Community in the Global Marketplace: An Investigation of Brand Visual Aesthetics and Diaspora Consumer Experience
- 6 Jul 2018
- Iconic Product: The Metamorphosis of Coffee
- 20 Mar 2018
Teaching interests
Supervisor interest areas:
-Consumer Culture Theory
-Customer Experience Design
-Ageing Consumers
Supervisor projects:
-Iconic Product: The Metamorphosis of Coffee
-Cultural Hibridity and The fashion development process of traditional costumes: The case of Indonesian Kebaya
-Tourist experience of authenticity at Vietnam war sites
Programs:
-MC197 - Master of Marketing
(https://www.rmit.edu.au/study-with-us/business/marketing)
-Customer Experience Design
(https://www.rmit.edu.au/study-with-us/communication)
-International Marketing
(https://www.rmit.edu.au/study-with-us/business/marketing)
-Consumer Culture Theory
-Customer Experience Design
-Ageing Consumers
Supervisor projects:
-Iconic Product: The Metamorphosis of Coffee
-Cultural Hibridity and The fashion development process of traditional costumes: The case of Indonesian Kebaya
-Tourist experience of authenticity at Vietnam war sites
Programs:
-MC197 - Master of Marketing
(https://www.rmit.edu.au/study-with-us/business/marketing)
-Customer Experience Design
(https://www.rmit.edu.au/study-with-us/communication)
-International Marketing
(https://www.rmit.edu.au/study-with-us/business/marketing)
Research interests
Bernardo's research interests focus on understanding how the globalisation of markets and cultures shapes consumption and marketing practices. Figueiredo has published in some of the top journals in his area including Journal of Consumer Research, Journal of Marketing, and the Journal of Retailing.
Research keywords:
Value (co)creation, Consumers relationship with technology, Ageing consumers, Vulnerable consumers, Inclusive design, Customer experience, Customer journey mapping, Consumer culture theory (CCT), Social exclusion, Social isolation and connectedness, Collaborative networks, the sharing economy, Cultural branding, mobility, Cosmopolitanism, Place making, Place branding
Research keywords:
Value (co)creation, Consumers relationship with technology, Ageing consumers, Vulnerable consumers, Inclusive design, Customer experience, Customer journey mapping, Consumer culture theory (CCT), Social exclusion, Social isolation and connectedness, Collaborative networks, the sharing economy, Cultural branding, mobility, Cosmopolitanism, Place making, Place branding
