Summary
Overview
Work History
Education
Skills
Hobbies
Timeline
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Miriam Matus Díaz

Senior Lead Researcher
Valle de Bravo

Summary

UX Researcher with 15+ years of experience in market and product research, currently driving customer-centric strategies at Nubank. I specialize in leading end-to-end research—from identifying research needs with stakeholders, designing guides and surveys, to moderating sessions and delivering strategic insights that inform product direction. My strength lies in uncovering deep user needs and translating them into actionable recommendations that align with business OKRs. Skilled in both qualitative and quantitative methods, including key product metrics, I bring clarity in ambiguity and help teams build impactful, user-centered solutions.

Overview

15
15
years of professional experience
7
7
years of post-secondary education
2
2
Languages

Work History

Senior UX Researcher Lead

Nubank
Mexico City
12.2022 - Current
  • Lead qualitative and quantitative research initiatives—including strategic discovery work and metrics like Sean Ellis—to uncover deep customer insights that inform product and business decisions.
  • Lead multiple phases of research for complex projects, integrating qualitative and quantitative methods to provide holistic insights that guide decision-making and product development.
  • Collaborate closely with stakeholders to define research approaches that align with strategic goals and directly influence key OKRs.
  • Take full ownership of the research process, acting as a thought partner to help teams navigate ambiguity and build customer-centric solutions with measurable impact.
  • Develop comprehensive reports, presenting key findings to stakeholders and informing critical business decisions.
  • Collaborate with cross-functional teams (product, design, engineering) to drive innovative solutions based on in-depth research insights.
  • Manage complex projects from inception to completion, ensuring timely delivery of high-quality results.
  • Design custom surveys and questionnaires tailored to specific project objectives, ensuring targeted and effective data gathering.

Team Lead Researcher/ UX Researcher

The Cocktail Analysis
Mexico City
03.2018 - 12.2022
  • Led and mentored a team of researchers, managing around 60 end-to-end research projects for global clients including BBVA, HSBC, Amazon, HBO, and Santander.
  • Directed multi-country research studies across Mexico, Colombia, Brazil, and the UK, uncovering key insights on customer behavior, preferences, and pain points to guide product and marketing strategies.
  • Identified both commonalities and regional differences in consumer behavior, helping clients develop tailored strategies that addressed local market needs while maintaining global consistency.
  • Utilized a combination of qualitative and quantitative methods, including ethnographic research, surveys, and usability testing, to drive innovation and optimize customer experiences across diverse markets.
  • Delivered strategic recommendations that influenced global product development and marketing campaigns, with a focus on maximizing customer engagement and driving business growth.
  • Collaborated closely with senior stakeholders and cross-functional teams to ensure research insights were effectively integrated into product roadmaps and key business decisions.

Communications and Research Strategist

Oxfam
Mexico City
10.2016 - 03.2018
  • Led research projects in collaboration with external agencies to understand audience perceptions and improve the effectiveness and engagement of Oxfam México’s brand and communication strategy.
  • Designed and executed studies focused on user behavior, message impact, and content performance across digital platforms, providing actionable insights for campaign and content planning.
  • Partnered with internal teams (design, advocacy, fundraising) to align messaging with audience expectations based on data-driven findings.
  • Directed and edited multimedia content—including documentary videos and reports—ensuring alignment with insights gathered through qualitative and quantitative research.
  • Synthesized data from multiple departments to inform the annual report and digital communication materials, ensuring coherent and evidence-based storytelling.

Team Lead Researcher

Arconte
Mexico City
03.2014 - 10.2016
  • Managed research projects aimed at understanding target audiences and their relationship with services, concepts, and user experiences.
  • Moderated focus groups and conducted in-depth interviews to uncover motivations, needs, and behaviors.
  • Mapped customer journeys and performed benchmarking to identify opportunities for differentiation and service innovation.
  • Delivered insights to leadership teams to inform product strategies and regional market positioning.

Junior Researcher

Lexia Investigación Cualitativa
Mexico City
08.2010 - 10.2013
  • Supported the design and execution of qualitative research projects, including interviews, surveys, and discussion groups, to gather insights on consumer behavior and preferences.
  • Collaborated with clients to define research goals, project scope, and deliverables, ensuring alignment with business needs.
  • Conducted market reviews and contextual inquiries to support strategic decision-making.
  • Analyzed findings to identify communication opportunities, target audiences, and campaign strategies.

Junior Researcher

Insitum (Fjord/Accenture)
Mexico City
01.2010 - 08.2010
  • Assisted in conducting ethnographies, user interviews, and focus groups, contributing to the design and execution of contextual research studies.
  • Supported the analysis of qualitative data, identifying patterns and generating early insights to inform project teams.
  • Helped draft and present research findings to internal teams and clients, supporting human-centered design strategies.
  • Contributed to the preparation of reports and presentations, ensuring clarity and relevance of insights for decision-making.

Education

Master of Arts - Comparative Literature & Psychology

Universidad De Barcelona
Barcelona
10.2020 - 10.2021

Specialization in Interactive Media And UXR - Research

Universidad Intercontinental
Mexico City
08.2009 - 09.2010

Bachelor of Science - Communication

Universidad Intercontinental
Mexico City, Mexico
09.2002 - 07.2007

Skills

  • UX Research: Expert in qualitative and quantitative methods (ethnographic studies, surveys, interviews, focus groups)

  • Strategic Insights: Leading discovery phases, multi-country studies, and analyzing user behavior to inform product and business decisions

  • Stakeholder Collaboration: Partnering with cross-functional teams to define goals, influence roadmaps, and drive strategic outcomes

  • Data Analysis & Reporting: Synthesizing insights, building reports, and presenting findings to guide business strategies

  • Tools: Qualtrics, Miro, Responsys, Google Sheets

Hobbies

Plant lover, cat enthusiast, city walker, and proud reader of Latin American and Asian women writers. I enjoy giving data an interpretive and social lens.

Timeline

Senior UX Researcher Lead

Nubank
12.2022 - Current

Master of Arts - Comparative Literature & Psychology

Universidad De Barcelona
10.2020 - 10.2021

Team Lead Researcher/ UX Researcher

The Cocktail Analysis
03.2018 - 12.2022

Communications and Research Strategist

Oxfam
10.2016 - 03.2018

Team Lead Researcher

Arconte
03.2014 - 10.2016

Junior Researcher

Lexia Investigación Cualitativa
08.2010 - 10.2013

Junior Researcher

Insitum (Fjord/Accenture)
01.2010 - 08.2010

Specialization in Interactive Media And UXR - Research

Universidad Intercontinental
08.2009 - 09.2010

Bachelor of Science - Communication

Universidad Intercontinental
09.2002 - 07.2007

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Miriam Matus DíazSenior Lead Researcher