Alessia is a multi-awarded Digital Ethnographer and Audience Researcher specialising in helping brands and projects deeply understand their audiences. She has worked with some of the biggest and most relevant companies to uncover opportunities, meet business goals, innovate and grow thanks to a deep understanding of consumers and markets. She co-founded a London-based research firm called Trybes Agency, where a team of experts with diverse backgrounds, from data science and machine learning to psychology, netnography, social sciences and marketing, pioneered AI-driven research methodologies and coupled them with social sciences to generate Hybrid Intelligence®. They also pioneered an interest-based segmentation: instead of stopping at demographics, their approach to Topicgraphics® achieves a more inclusive and strategic understanding of people. The results are astonishing: actionable insights into the lives and worldviews of consumers and potential consumers, their attitudes, values and behaviours, their customer journeys and needs. Trybes work often leads to creating a safe and creative space where consumers co-create with the brand/project and impact its future. Clients in research and education include BBC, H&M, Nestlè, PepsiCo, P&G, Google, WarnerMedia, Channel 4, Bloomberg, TikTok, Verizon, Sony, Ducati, Bacardi, Danone, Heineken, Microsoft, Ralph Lauren, Durex, Rolling Stone, Prada; agencies like WPP, Deloitte, McCann Worldgroup, Hill+Knowlton, Geometry Global, Edelman, Publicis, Leo Burnett, Ogilvy, VCCP, MediaCom, Wunderman Thompson; a broad range of industries, from fashion to energy, travel, food and beverage, automotive, FMCG, health and personal care, electronics and communications, management consulting and education. Alessia was nominated as one of the 6 scientists under 35 in 2018, one of the 50 most influential women in Italy in 2019 and one of the Data Leaders of the Year in the UK in 2021. In 2023 she was nominated as one of the Top 50 Women Gamechangers in TV, globally https://www.adwantedevents.com/top50womengamechangerstv/3957800. In 2022 and 2024 she was selected as one of the people who are shaping the future of Social Intelligence https://www.thesilab.com/social-intelligence-insider-winners/alessia-clusini-2. She is, among the pioneers of the Experience Economy, a Founding Circle Member of the WXO - World Experience Organization. In this realm, she and her team at Trybes published the first research on the ecosystem where transformation quintessentially happens: Burning Man and transformational festivals.