Francisca Paisana is a researcher and marketing collaborator at CATÓLICA-LISBON. She holds a Bachelor’s degree in Psychology and a Master’s degree Psychology in Business and Economic from Universidade Católica Portuguesa. She is part of the Behavioral Insights Unit (BIU) team, where she collaborates in the management of the Laboratory for Experimental Research in Economics and Management (LERNE). She also contributes to the development of scientific projects by supporting data collection processes, from designing and implementing data collection protocols to processing and analyzing the data.
Her main interests lie in marketing, consumer behavior, and behavioral economics, with a particular focus on understanding consumer decision-making processes and how these insights can drive impactful changes in business practices.
In her view, “the simplest yet most difficult part of marketing is understanding people,” and she continuously seeks to deepen her knowledge of psychology and consumer behavior.