After working more than 15 years understanding consumers and shoppers through different research experiences and two learning pivots paths on the commercial and digital transformation teams I went "back home" to lead for a short period of time the Strategy & Insights team in Coca-Cola Mexico. Now a new adventure as General Manager for AdeS and Dairy businesses in Latin America where I will have the opportunity to learn about and contribute to the wonderful world of Protein Beverages in the region. My research path has taken me to learn and experience the world of Innovation: Finding unmet (and unknown) needs, seek for inspiration, creating new ideas and measuring potential. But more memorable has been learning about Innovation Culture, barriers in organization, tensions behind the "I want it" and "I can do it" and enable solutions for a sustainable innovation path. After all these years doing research, my focus has been recently on how "not to do research". Organizations have this tendency to "ask consumers" and spend valuable time and money to justify decisions through research. I am trying to help business managers by "Framing Problems" first and then ask the best way to solve them... including consumer research. The Consumer & Market Insights blood runs through my veins but with a new purpose: Being able to bring the Outside, Inside the core of the business.