My passion for discovering new opportunities and building solutions has led me to continue my career in consumer insight, specially focus on innovation based in human centricity through using frameworks like Design Thinking, Future thinking & methods as LEGO® SERIOUS PLAY®.I have 24+ years’ experience in insights’ area inside of industries as food, beverages, personal care and pharma (established products, high specialty, vaccines and OTC). My experience has been with different stakeholders: shopper, consumer, patients, physicians, payers, pharmaceuticals, retails, etc. I have been the head of the business in consumer and market insights in more than one company (DANONE, COLGATE, SANOFI). Some of the key initiatives that I have led in those role are: customer ad hoc research, qualitative and quantitative; insight development and presentations including on-going brand health performance analytics, brand positioning and validation, customer and shopper segment depth knowledge; expertise in innovation, ideation and concept generation processes, conduction of a variety of national/international ad-hoc research projects with multi-cultural approach; continuous data analysis, create dashboards, interpretation and presentation (I have lead more than 700 research projects); workshop’s development; team management. Furthermore, I got master’s degree in Business Administration in 2009. In the last decade, I have developed and implemented several workshops with LEGO® SERIOUS PLAY®, my main objective is to use this methodology in getting consumer insights. Since 2017, I founded EHR Studio as independent professional covering consumer insights consulting, design thinking workshops, future thinking workshops and LEGO® SERIOUS PLAY® workshops to support marketing or commercial teams to find better solution to increase their sales and business in a different way involving their customers. The main objectives that I have covered in the workshops: improve positioning, branding, communication concepts and innovation. In addition, in the last five years, I have also developed Design Thinking workshops to support innovation process to different clients. Furthermore, I have had the honor of speaking at prestigious universities such as ITESM-CCM, UDLA, UAM, and UNAM. I am also a Lecturer in the Business School of ITESM-CCM.