COMARKA is an 18-year-old product and brand innovation research firm specializing in Latino research to uncover key emotional drivers and gaps in product and customer experiences.As a lead researcher, Isabel provides:✓ Trusted Guidance: Provided strategic counsel to executives, product, marketing and cross-functional professionals by identifying key issues to be addressed by research. Executed research and persuasively communicated actionable insights to executives, product management, product marketing and design, enabling new product and service launches.✓ Innovative Qualitative Research: Created simple and effective research methods for cross-cultural understanding, delivering insights on time and within budget. Offered exploratory projects and rapid concept creation using various qualitative and mixed tools such as cultural immersions (guided store tours in retail), ethnography, focus groups, online communities, consumer camps™ (small and large group ideation), maxi-groups™, moderated & unmoderated user interviews, surveys and more.✓ Product & Brand Innovation and Revitalization: Assessed market trends and researched customer needs to define personas and product visions. This groundwork enabled the successful launch of new categories, products, experiences, and brands across diverse markets. ✓ Qualitative Research Training: Facilitated the development of research skills for thousands of clients and colleagues by conducting workshops, presenting at major national conferences (Quirks, Insights Association, QRCA), and publishing articles in prominent industry publications (QRCA, Greenbook, Quirks).✓ Thought Leadership: Honored by the Qualitative Research Consultants Association for advancing new thinking in qualitative research.✓ Equitable Leadership: Recognized by Remesh as one of the top 50 most influential insight leaders in the US for her work with Latinos.

✓ Identified and advocated for an asynchronous E-Learning Management System with videos for members, which increased engagement and professionalism of Millennial and Gen Zers as elected member for the board of directors (2018-2020).✓ Co-created the "Speed Dating" event to foster new relationships at the conference (2012) as Leader of the First Timers Event for 5 years. The "Speed Dating" event is currently offered and is one of the highlights of the QRCA conference.✓ As an Ethnography Group Leader (2012-2023), produced and moderated quarterly workshops about Ethnography best practices. ✓ As Latino Group Leader (2006-2016), produced and moderated quarterly workshops about Latino Research best practices.

Aligned teams by helping them empathize with their customers, co-create ideas and transform them into successful products and experiences.✓ Identified unmet needs, pain points, and co-created innovative product and service concepts that address them. Created and persuasively communicated insights to product management, design, data scientists recommending two new product launches. ✓ Achieved 40% conversion in a regional test which enabled national launch of a new pricing model. Improved communication of a major promotional campaign.✓ Empowered designers to conduct their own evaluative research through best practices.

✓ Identified and prioritized the most impactful research opportunities with product and marketing teams.✓ Identified user personas, unmet needs, pain points, and journey maps for a new service category opportunity, providing a clear product vision that led to a $50M annual revenue increase.✓ Generated insights and ignited design ideas for the financial services category.✓ Created and managed customer satisfaction and voice of the consumer data surveys, providing leadership team with metrics for business decision making.

✓ Launched a processed meat product at Qualtia, recovering its investment within the first three months.✓ Repositioned a 55-year-old brand with moms and children at Las Puentes (now Grupo LALA), increasing sales by 5-15% per channel. Managed a team of 3 marketers, a design and advertising agencies.✓ Managed pricing and merchandising for various supermarket categories (cooking, baking, snacks, and beverages) at HEB.