As a leader I was responsible of two basics: first, deploying projects and managing the consultants involved to suit client needs; second, understand how the design of products, services and communication will respond to user centric principles. Some of the projects of the last semester at INSITUM: I co-ordinate and make diverse teams of entrepreneurs, consultants, storytellers and NGO’s to enhance the situation for low income people through devising financial services centered on their needs.Working for top high tech companies to devise a better user experience for their platforms and services.Working for a world wide leading company of personal care products, we co- create a positioning concept and an innovation tool to help their employees devise sustainable and green user centric products, communication and services.

I have managed more than thirty projects & have participated as analyst in almost fifty.The scope of the industries under examination has been diverse: pharmaceutical,entertainment, communications, food & beverages, restaurant, hotels, fashion, health,beauty, automobile, construction and government. Some of the last projects havethrown innovations such as:• New branding platforms based on a deep understanding of consumer needs• Adjustments to the value offer of brands, products and services due to changes inmarket context which affected consumer perception• Recommendations on re-designing consumer experiences based on their ownneeds and benefits• New product lines and developments as well as changes in corporate identity• Value offers oriented on psychographic niches, which were derived & supported onconsumer insights• Architecture of Brand books & Brand character books, inspired on consumer desireswhich were acquired through ethnographical research and collaborative workshops• Devise of a new technique to understand “symbolic landscapes” that enable to revealthe semantic and symbolic fields in which a category, service or product had to betriggered through senses such as smell, touch and hearing. Results showed the rightway to devise the architecture of the consumer experience in a restaurant, and inproducts and brands of communications, health, food & beverages industries.

• Development of methodologies• Qualitative analysis of information• Coordination of foreign teams to achieve a coherent field survey that allows comparative analysis by geographical areas and market niches• Preparation of presentations of results• Workshops with customers

Methodology & TheoryHistory of Archaeology