Mafalda Teles Roxo has been a Senior Researcher at LIAAD – INESCTEC (Artificial Intelligence and Decision Support Laboratory) since 2016. Additionally, she has been a Guest Assistant Professor at the Faculty of Economics of the University of Porto since 2020 and an Assistant Professor at the University of Maia since the same year. She holds a Ph.D. in Management from FEP – University of Porto, with a focus on Augmented Reality applied to Marketing (2020). She also earned a Master’s degree in Marketing from CatĂ³lica Porto Business School (2014) and an Executive Master’s in Business Innovation from Porto Business School (2023).
Her research areas encompass digital transformation, technology adoption, consumer psychology, and data-driven education. In recent years, she has been involved in consulting and training with institutions such as Porto Business School (projects like Porto Retail Observatory, FeelPorto) and companies like EQS-Global, Verakis, and CEGEA-CatĂ³lica Porto Business School.