The real estate market of large Brazilian cities has registered an expansion in the supply of studios and micro-apartments, following the rise of single-person households and new living arrangements. This undergraduate thesis aims to analyze the factors that explain the growing preference for studios and micro-apartments in prime urban locations in Rio de Janeiro, through a case study of Cyrela. A mixed-method (qualitative and quantitative) approach is adopted, combining descriptive statistical analysis of the developer s secondary database - 4,583 records of Studio and one-bedroom units across four high-end developments in Rio de Janeiro s West Zone - with semi-structured interviews with sales analysts and specialists, articulated through methodological triangulation. The results show that the buyer is mostly mature (average age of 47.1 years), married or in a stable union (56.4 percent), and upper-class (median income of 25,000 reais). The duality between residential use and investment was confirmed, amplified by the centrality of short-term rental platforms, as well as the relevance of prime location in the purchase decision. It is concluded that five articulated factors - locational, demographic, financial, commercial, and architectural - explain the expansion of the segment, and that the studio typology is plural, encompassing primary residence, second home, and investment asset in the studio and micro-apartment segment in the city of Rio de Janeiro.