This page documents the team, the process, and the decisions behind The Market Beneath the Model. It exists because how research gets built matters as much as what it finds.
I relocated to Brazil with a U.S.-formed product lens and noticed that most AI market analysis defaults to U.S./China framing. Brazil is either absent or reduced to an “emerging market” footnote.
The question wasn’t “what AI tools exist in Brazil” but “what does a product leader need to understand about this market that won’t show up in a Statista report?”
I decided to build the analysis as an interactive case study — not a slide deck, not a blog post — because the format itself demonstrates product thinking. I chose consumer and creative AI because those categories expose locally specific dynamics: culture, labor, monetization, rights, dignity, platforms.
I designed and managed a structured research operation with specialized roles, quality gates, and evidence standards — the same skills that run a product org.
Product Owner & CEO
Sally Kellaway
Thesis, team design, product briefs, all strategic and framing decisions, final narrative approval
Direct reports — equal level
Product Manager
PM Lead
Decision docs, scorecards, review agendas
Technical Director
Engineering Lead
Schema, build, data layer, code delivery
Data Architect
Agent 00
Entity model, types, filters, quality standards
UX Designer
Visual & Interaction
Cards, layouts, mobile, visual language
Research Team — Parallel Execution
Agent 06
Research Editor & Synthesis
Turns 6 streams into one coherent case study
Quality
QA & Launch
Accessibility, performance, launch readiness
Objective-based milestones with quality gates. Each milestone produces a reviewable artifact before the next begins.
11 entity types, TypeScript interfaces, filter taxonomy, evidence classification, data layer utilities.
6 researchers working in parallel. 381 structured records. First-round memos from each agent.
19 PM decisions resolved. Hypothesis scorecard reviewed. Claims approved or caveated.
PM Decision PointDesign & Interaction
Visual language, card formats, mobile-first
Explorer Build
Svelte components, filters, real data
Strategic POV & Narrative
Sally’s voice, not committee output
QA & Launch
Accessibility, performance, the hiring manager test
8
Specialized Agents
381
Structured Records
159
Cited Sources
19
PM Decisions
11
Strategic Claims
7
Milestones
The case study uses a six-level evidence classification system. Every finding, card, and strategic claim carries a confidence level and a classification. This prevents overclaiming and makes it clear what the research actually supports.