Pedro Oliveira is currently pursuing a Ph.D. program in Management, specializing in Marketing, at ISCTE-IUL. His research project involves the analysis of advertising stimuli in individuals, integrating the use of neurophysiological methods. He holds a master's degree in Applied Econometrics and Forecasting from the Institute of Economics and Management (ISEG), a postgraduate degree in Marketing Research from ISEG, and a bachelor's degree in Economics from Nova SBE (Nova School of Business and Economics). His professional career began in 1999 as a Media Planner at the media agency Omnicom Media Group. He later joined the team at SIC as the Head of the Commercial Analysis Office. In 2004, he became a Senior Media Planner at Universal McCann, and in 2006, he took on the role of Senior Consultant at Accenture Portugal. In 2010, he was invited to lead the team at Ebiquity Portugal, a consulting company specialized in marketing and advertising analysis. In 2014, he founded Brand Gallery, a design and brand management studio. In parallel, since 2010, he has been teaching courses in Media Planning and Audience, as well as Statistics, and currently holds the position of course instructor for both courses at IADE - Faculty of Design, Technology, and Communication, Universidade Europeia. At ISCTE-IUL, he currently teaches Introduction to Excel and Advanced Excel and works as a research assistant at the Business Research Unit.