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Inventor · Author · Organizational Architect

adrianarocha.me

Thirty years
ahead of the industry.
Every single
time.

Algorithmic media optimisation in the '90s, before Brazil had commercial internet. Online research panels before broadband. A metric for brand love before anyone was measuring emotion. Enterprise communities built and run for a decade. And now — an operating system for the age of intelligence.

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Adriana Rocha holding Refactoring the Firm
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The Arc — 30+ years of invention

She didn't follow trends.
She drew the map others followed.

1989
Computer Science — where it begins
Started a Computer Science degree at 19. While peers were learning to code, she was already asking a different question: not how machines work, but how organizations should.
Foundation
'90s
SaaS pioneer — advertising & media intelligence
Built MediaLog and PropegNet at Propeg: an integrated management platform for advertising agencies, and a media-investment optimisation engine that recommended budget allocation against reach and frequency targets, computed over historical IBOPE television ratings. Brazil had no commercial internet yet — the system ran locally, on microcomputers, against data that arrived on physical media.
Inventor
2000s
GlobalMarket Insite · Net-MR · the first online research panels
Joined GlobalMarket Insite at startup stage and served as Country Manager Brazil, LATAM Director and Associated Technology Director. Helped build Net-MR and GPMS into an end-to-end market research platform, and built some of the first online research panels in Latin America — at a time when the telephone survey response rate was collapsing and no one had replaced it.
LATAM Director Platform
2000–2025
Pioneering online research communities
Created landmark online communities for market research — HBOMaxVip, P&GMania, Conversa Globo, iLab — presented at major international congresses and widely documented as breakthrough methodologies in collaborative consumer intelligence.
Pioneer Global Congresses
2000–2025
Wokpy — enterprise communities at scale
Created and implemented Wokpy, an enterprise community platform adopted by enterprise clients across Latin America. The Itaú Digital iLab case was presented at the ESOMAR Congress (Toronto, 2022). A proof-of-concept for structured collective intelligence at scale.
Platform Enterprise
2017
Goldman Sachs 10,000 Small Businesses
Selected for one of the most prestigious entrepreneurship programs in the United States, delivered in partnership with Babson College and Miami Dade College.
Recognition
2017
Alldience — pioneering multiplatform audience research
Co-created Alldience with Immetrica: a pioneering multiplatform audience research platform using audiomatching and audiofingerprinting technology — solving problems the industry didn't yet know how to name.
Inventor Audiomatching
2019
NetLoveScore (NLS) — measuring emotional connection
Created the NetLoveScore, an original indicator measuring emotional connection between brands and consumers. Adopted nationally as the ranking metric for brands that won Brazil's heart — widely published by Meio & Mensagem as the Ranking das Marcas Mais Amadas pelos Brasileiros.
Original Metric National Adoption
2020s
Greenbook contributor — thought leadership in global research
Published multiple articles in Greenbook, the leading market research blog in the United States — establishing her voice as one of the foremost thinkers at the intersection of research methodology, AI, and organizational intelligence.
Author Greenbook
2023–2025
Labflix — AI automation platform for market research
Created Labflix, an innovative platform combining automation and AI to transform how market research is designed, executed, and delivered — bringing the speed and intelligence of modern AI to an industry still running on legacy workflows.
AI Platform Automation
2023
ESOMAR AI Task Force — shaping global AI standards
Joined the ESOMAR AI Task Force committee — the global body shaping the intersection of AI and market research. One of the few voices bringing both technical architecture and organizational design to the table.
Global Committee
2025
MIT xPRO — Designing AI Products and Services
Formalized the theoretical architecture at MIT's Center for Collective Intelligence. The work of Dr. Thomas W. Malone provided the final framework for what would become the INO framework.
Research
2025
Wisdom Beyond Technology — comes alive
Wisdom Beyond Technology, the IP holding company behind INO-OS, gains its full form. Not just an entity — a declaration: that the future of organizations belongs to those who understand both wisdom and its limits.
Wisdom
2026
Refactoring the Firm · Thinkers.pro · IntelligenceNative.ai
The book that bridges Collective Intelligence theory and organizational practice — published on Amazon globally. Thinkers.pro: an on-demand intelligence network where humans and synthetic minds collaborate. IntelligenceNative.ai: the next frontier — launching 2026.
Author Builder Launching Now

The Work

After 20 years of building,
she left everything behind
and started from zero.
Four ventures. One reinvention. A new beginning.

01
Operating System · Wisdom Beyond Technology
INO-OS
The first operating system purpose-built for Intelligence-Native Organizations. Where humans, agents, and synthetic minds work as a single coordinated system. Not a tool — an architecture.
Explore INO-OS
02
Intelligence Marketplace · Thinkers.pro
Thinkers.pro
An on-demand intelligence network built on validated ground. Synthetic Minds trained on real human data and benchmarked against 2.6 million real purchase transactions — because a synthetic respondent is only worth what it can be proven to predict.
Visit Thinkers.pro
03
Specialist Consultancy · Wortya
Grupo Wortya
The implementation arm. Wortya is the specialist consultancy that helps organizations across three continents adopt the INO framework — from diagnostic to full transformation.
Work with Wortya
04
Book · Refactoring the Firm
Refactoring the Firm
The technical manual for leaders who refuse to run twenty-first-century intelligence on nineteenth-century organizational architecture. Now available on Amazon, globally.
Read the Book
Refactoring the Firm — Adriana Rocha

The Book

The manual she wished had
existed when she was the
midnight router of her own company.

"You cannot run twenty-first-century intelligence on nineteenth-century organizational architecture."

Refactoring the Firm is not a business book. It's the engineering specification for the organization of the future — written by someone who built it from scratch, under pressure, in the real world. For leaders who are done with frameworks that describe the problem and ready for the one that solves it.

Get it on Amazon
Goldman Sachs · 2017
10,000 Small Businesses
One of the most selective entrepreneurship programs in the United States. Delivered in partnership with Babson College and Miami Dade College.
MIT xPRO
Designing and Building AI Products and Services
The INO framework is Adriana Rocha's own; Malone's collective intelligence research at MIT is among the academic sources it draws on.
Across three continents
US · Europe · Latin America
25 years of company-building across markets, cultures, and contexts. The INO framework was tested in all of them before it was written down.
Author
Refactoring the Firm
Available on Amazon globally. The book that bridges Collective Intelligence theory and the operational reality of building organizations that can sustain it.

Speaking

Ideas worth
putting on a stage.

Adriana speaks on the future of organizations, the architecture of AI-human collaboration, and what it means to build a company in the intelligence age.

Intelligence-Native Organizations The Future of Work AI Architecture for Leaders Synthetic Populations & Decision Science Refactoring the Firm Human + AI Collaboration
Connect with Adriana on LinkedIn