Marta Lobato

Background

About Marta Lobato

I help teams and leaders see what really drives customer behavior. Companies are rarely short on data, what they lack is clarity. Products stall, adoption lags, and strategies drift, not because no one is listening to customers, but because the signals are messy, hidden, and hard to translate into action. That’s where I come in. My work sits at the intersection of anthropology, product strategy, and innovation. I listen closely to customers, uncover the patterns behind their choices, and turn those truths into stories that executives can act on. Over the years, I’ve helped pharma and digital health teams, as well other industries (retail, automotive, luxury, hospitality), to rethink their products, avoid costly missteps, and find the unseen value that makes the difference between “another tool” and solutions people trust and adopt. What I enjoy most is working at the very start, the “Phase 0” of discovery, when the right diagnosis can save years of wasted effort and millions in spend. My focus is always the same: clarity, direction, and building products that matter.