Maíra Berutti

Executive Director, Quid

Maíra Berutti is the Executive Director of Quid, a communications lab that strengthens democratic and progressive values in public debate. She holds a specialization in Market Research for Communications from ECA-USP and has worked in tech startups and research institutes. Over 15 years, she has combined digital ecosystem analysis, mixed-method research, and strategic communication to design evidence-based strategies grounded in cultural and social dynamics. She joined Quid in 2021, helped build its communication intelligence methodologies, led the Intelligence team, and became Executive Director in 2025. She co-founded Las Escuchadoras, a Latin American network innovating listening methodologies to understand audiences, platform dynamics, and information ecosystems in support of democratic communication. She is also a percussionist with Ilú Obá de Min, an Afro-Brazilian education, culture, and Black arts institution in São Paulo.

Organization vision: To strengthen democratic communication in the competition for attention and shared meaning, grounded in the principle that political contestation is inseparable from cultural contestation.

Quid is a communication lab that strengthens democratic and progressive values in the public debate, working at the intersection of data, culture, and experimentation—especially in the competition for attention and shared meaning. Our work is organized around three pillars:

  • Communication intelligence — Applied research on sociopolitical contexts, digital culture, and audience behavior, combining qualitative and quantitative methods with digital ecosystem analysis to identify relevant narratives and test what resonates with different audiences.
  • Distribution ecosystem — Channels and partnerships that translate complex issues into accessible language and formats, reaching people where they already are and through the topics that already move them, supported by trusted communities and messengers built in everyday life.
  • Training and community — We support communicators and civil society organizations with shared frameworks, practical tools, and spaces for exchange and coordination, turning evidence and lessons into replicable strategies and prototyping cultural formats that cultivate belonging and inclusion.

 

Quid is guided by a politics of enchantment: we place cultural imagination at the center to connect democratic values to the language and priorities of everyday life.