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Rony Rodrigues, 33, is a Brazilian entrepreneur based in Sao Paulo. He is the co-founder of Box 1824, the main consumer research and trends company in Latin America. Box uses new techniques in semiotics and participative observation to detect what people think and desire, especially in BRIC nations — Brazil, Russia, India and China. Scattered around the globe, Box 1824's researchers go out on the field to discover news and report back to clients such as Unilever, InBev, Google, Nike, Fiat, Pepsico, C&A, New York Times and the International Olympic Committee for the Rio games in 2016. In 2010, he launched the video, "We All Want to be Young," a result of five years of research that portrays the current youth generation, Generation Y. The video was seen by more than two million people around the world. In 2011, together with Box, he launched the results of the research study "The Brazilian Dream," in which he asked more than 4,000 young people what their dreams were for the nation. This year, he released a follow-up video called "All Work and All Play," which explores the work habits of various generations, from Baby Boomers to today's Millennials. Rodrigues is also a partner at four other firms in the areas of communication, strategy, video games and fashion.