Pedro Oliveira completed a PhD in Management, with a specialisation in Marketing, at ISCTE IUL in 2024. His research focuses on the analysis of advertising stimuli in individuals, using neurophysiological methods. He holds a Master’s degree in Applied Econometrics and Forecasting and a postgraduate degree in Marketing Research from ISEG, and a Bachelor’s degree in Economics from Nova School of Business and Economics. He began his professional career in 1999 as a Media Planner, having developed professional activity in the areas of planning, analysis and marketing and advertising consultancy in organisations such as SIC, Universal McCann, Accenture Portugal and Ebiquity Portugal. In 2014, he founded the Brand Gallery studio, specialising in brand design and management. Alongside his professional activity, he has been teaching since 2010 in the areas of Media Planning, Audiences, Statistics and data analysis tools. He is currently the course coordinator for Media Planning and Audiences and for Statistics at IADE – Faculty of Design, Technology and Communication, Universidade Europeia. At ISCTE IUL, he teaches Introduction to Excel and Advanced Excel and is a research assistant at the Business Research Unit.