Human and artificial intelligence. Working better together.

Think Better.
Decide Smarter.
Learn Continuously.

Wortya helps organizations turn critical business questions into better-informed decisions through evidence, discovery, simulation and continuous learning.

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Better intelligence starts with better questions

Part of Wisdom Beyond Technology· US·Europe·Brazil· ESOMAR Awards 2026 — Global Bronze· ESOMAR AI Task Force· Decision intelligence· Applied AI research· Organizational transformation·

The Challenge

Intelligence, underused.

More Data. More AI. Better Decisions?

Your intelligence is underused.

Data, research and organizational knowledge often remain disconnected from the decisions that matter most.

AI adoption isn't enough.

New tools create opportunities, but better outcomes require changes in how people think, collaborate and work.

Not every question needs the same answer.

Some decisions require existing evidence. Others benefit from analysis, simulation, testing or evidence gathered from real people. Knowing the difference matters.

The challenge is no longer simply accessing intelligence. It is knowing how to use it.

Organizations have more information, more technology and more AI capabilities than ever before. Yet having more intelligence available does not automatically mean making better decisions. Wortya helps organizations bridge that gap.

Explore Our Solutions →

What We Help You Do

Better Intelligence for Decisions That Matter.

From a critical business question to an actionable decision — and from individual decisions to continuous organizational learning.

Intelligence Discovery

Find the value in the research and data you already own.

Organizations invest in research, data, tools and expertise. But these assets are often fragmented, underused or disconnected from important decisions. We help identify where your intelligence creates value today, where opportunities remain and what to prioritize next.

Map existing data, research and knowledge assets
Identify the decisions they should be serving
Surface gaps, duplication and underused resources
Prioritize where better use creates value

What you get: an Intelligence Map and a prioritized roadmap of where better use of intelligence creates value.

Discover Your Intelligence Opportunities →

AI-Augmented Decision Intelligence

Choose the right method for the decision in front of you.

AI creates new ways to explore questions, analyze information and simulate possible futures. But no single method is right for every decision. We help you combine available evidence, analysis, simulation, testing and evidence gathered from real people.

Structure the decision and clarify what must be known
Separate evidence, assumptions and uncertainties
Decide when to analyze, simulate, test or go to real people
Define how results will inform the decision

What you get: a Decision Brief — with the Evidence & Uncertainty Map and Scenario Comparison behind it.

Rethink Your Next Decision →

Intelligence Capability Building

Teach your team to think and decide with AI.

The ability to use AI effectively depends on how people think, work, collaborate and learn. We help teams develop practical capabilities for working with human and artificial intelligence.

Workshops and professional development
Guided application of the QUEST framework
Redesign of selected workflows
Practices for capturing learning from decisions

What you get: your team producing these artifacts without us.

Build Your Intelligence Capabilities →

Intelligence-Native Transformation

Redesign how your organization decides and learns.

Becoming Intelligence-Native means developing an architecture in which human and artificial intelligence work together as part of how the organization operates. It requires clarity about outcomes, the right capabilities, connected knowledge and work, and continuous learning.

Define the outcomes that matter
Rethink how decisions get made
Connect knowledge, people, agents and workflows
Build mechanisms for learning from outcomes

What you get: a transformation roadmap, selected workflow pilots and a Learning Record your organization keeps using.

Explore Your Transformation →

Every engagement starts with the business question. We select the methods according to the decision, the evidence available, the uncertainty and what needs validating.

Wortya Augment

Augment What You Already Measure.

Your measurement programs aren't wrong. They were built to answer a set of questions, and the business keeps asking new ones.

Meanwhile, the evidence that could answer those new questions is already inside your organization. Social listening sits with corporate communications. Search and web analytics sit with the data team. Customer signals sit with operations. It rarely reaches the people who read the results.

Available now

Measurement Assessment

Discuss Your Program →

We examine what your measurement program is designed to answer and what it cannot, which assumptions and limitations matter for the decisions it feeds, and which evidence you already own could extend it. You keep the program. You get more out of it.

What you get: an Evidence & Methodology Map, an Investigation Priority Map, and a Measurement Assessment Report with a prioritized roadmap.

We don’t start from the assumption that what you measure is flawed. Most of it isn’t. We start from the questions your business is asking now.

The same method applies wherever your organization measures something and decides from it.

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Deliverables

Artifacts You Can Decide With.

Every engagement produces work you can act on, not just a report of what we found.

Intelligence Map

What your organization already knows, where it lives, and the gaps that matter for the decision in front of you.

Evidence & Uncertainty Map

An explicit line between what is known, what is assumed, what remains uncertain, and what still needs validating.

Scenario Comparison

Alternatives side by side, each with the assumptions it rests on and the limits of what it can tell you.

Decision Brief

The executive document: alternatives, evidence, risks, recommendation and next steps.

Learning Record

The assumptions, the decision and what actually happened — so the reasoning can be revisited and the next decision is better.

Most engagements end at the decision. This one doesn't — which is what makes the next decision better than the last.

Wortya.ai — The AI Lab

We Don't Just Apply AI.
We Investigate Where It Works.

Adriana Rocha on the award-winning paper: why a synthetic user is a calibrated behavioral instrument, not a fake human you can ask anything.

Wortya.ai is our applied AI research lab. We test hypotheses, investigate the capabilities and limitations of AI, and develop practical approaches to using it responsibly. The future of intelligence requires more than technological enthusiasm — it requires evidence, critical thinking and a clear understanding of limitations.

Featured research: Filter, Not Oracle — The Honest Case for Synthetic Users and Digital Twins. A critical examination of synthetic users and digital twins, exploring their potential, limitations and the importance of behavioral validation. The work received the Bronze Award in the Tony Cowling Foundation Award for Innovation 2026.

Experimentation into evidence. Evidence into intellectual property. Intellectual property into practical solutions.

Explore the AI Lab → Research & Evidence →

Why Wortya

Intelligence Is More Than Technology.

01 Human judgment matters: AI should strengthen decision-making, not eliminate judgment or accountability
02 Evidence matters: distinguish what is known, assumed and still needs testing
03 The right method depends on the question: analysis, simulation and evidence from real people serve different purposes
04 Learning should continue after the decision: outcomes help us understand what worked and what should change

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Our Approach

Transformation Begins with How You Think.

01 DEFINE — Clarify what matters. Define the North Star, desired outcomes and what success means
02 THINK — Explore the problem before choosing the answer. Question assumptions, discover available knowledge, break problems down and determine what needs to be tested
03 LEARN — Turn outcomes into future intelligence. Compare expected and actual results, and use the learning to improve future decisions
04 Use evidence, human judgment and AI according to the decision — not according to the tool

Discover Our Approach →

The QUEST framework

Inside THINK: five movements.

QUEST is the framework we use to structure investigation and thinking during a decision. Presented here conceptually — the operating detail stays with the work.

Question

Challenge the assumptions and the framing of the problem itself.

Discover

Find the knowledge, evidence and gaps that already exist.

Break Down

Decompose the problem into the parts that actually bear on the decision.

Test

Choose the evidence strategy: analysis, simulation, experiment or evidence from real people.

Register

Record the decision, its assumptions and its uncertainties — before the outcome is known.

Insights & Media

Ideas, Research and Conversations Shaping the Future of Intelligence.

Explore Wortya's research, perspectives and media coverage on artificial intelligence, decision-making and Intelligence-Native Organizations.

Research · Jul 2026

Filter, not Oracle: the honest case for synthetic users

Where synthetic respondents hold up against real behaviour, and where they quietly do not. Global Bronze, ESOMAR Awards 2026.

Read →

Perspectives · Apr 2026

Is Your Organization AI-Ready? A Diagnostic Framework

A way to measure how adaptive, fluid and intelligent an organization actually is — before adding more tools to it.

Read →

Editorial · Apr 2026

When AI simulates people, method matters

A look at synthetic consumers, human validation, and the care needed to turn simulations into trustworthy intelligence.

Read →

About

A New Way to Think About Intelligence.

Wortya works at the intersection of organizational transformation, human intelligence and artificial intelligence. We believe organizations can create more value when they move beyond isolated AI tools and develop better ways to use knowledge, question assumptions, make decisions and learn from outcomes.

Our long-term vision is the Intelligence-Native Organization: an organization designed to integrate human and artificial intelligence into how it operates, decides and learns.

We operate across the US, Europe, and Brazil. Wortya combines consulting, applied intelligence, structured methodologies and an applied AI research capability, alongside a developing network of human professionals.

Continents

Languages

Vision

Leadership

The people behind the work.

Three continents. One belief: intelligence should help us think better.

Co-founders

Adriana Rocha

Co-founder & CEO

30+ years in technology, 25+ of them at the intersection of market research, consumer insights, machine learning and artificial intelligence. Trained in computer science; began as a technology director before moving into the measurement industry in 2000.

Co-author of Building Online Multi-Cultural Opinion Communities (ESOMAR, 2006), years before the industry had a name for them. Conceived and built Wokpy, the enterprise community platform adopted by Fortune 500 brands for insight communities and direct consumer relationships.

Invented the Net Love Score in 2019 — the brand-love metric now widely published in Brazil through Meio & Mensagem. Lead author of the study behind Filter, Not Oracle, and author of Refactoring the Firm.

MIT xPRO, Designing and Building AI Products and Services — awarded Exemplary Assignment. Selected for Goldman Sachs 10,000 Small Businesses, 2017.

Catarina Rocha

Co-founder & COO

Catarina knows how to turn a great methodology into something that works consistently at scale. She led a program for a leading financial institution delivering 1,200 research studies a year across four countries, ensuring the same level of quality and rigor in every one of them.

Her work on the Itaú Lab Communities case won the Prêmio Agilidade Brasil in 2023.

She has opened offshore quality centers from the ground up, hired and trained their teams, and written the controls that keep output consistent when volume multiplies. Scaling processes and methodologies is her craft; quality control is her specialty, not something bolted on at the end of the line.

MSc in Systems Engineering, data specialist, Federal University of Rio de Janeiro. BSc in Computer Science, Federal University of Bahia.

Adriana and Catarina Rocha are sisters, and both are computer scientists by training. One invents the method; the other makes it hold at scale. Together they built one of the largest online research panels in Latin America — more than 1.2 million participants. Wortya is where those two careers point at the same problem.

The team