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My mission is to provide you with insights, to create value for your brand, your innovation, and your future project with positive social impact.

Experience & Capabilities

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Quantitave & Qualitative

Interviews (Stakeholders, Influencers, Consumers, Users, etc) Surveys (Alive, Digital, Panels) Focus Groups (Alive, Digital) Ethnographies (Real contexts, homes, digital, etc) Semiotic and Cultural Artifact Analysis


Brand Perception Habits Trends Needs and Aspirations Attitudes Believe and Values Journey Maps Persona Creation Mappings Card Sorting Foresight

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Co-Desing Sprints Innovation / Product Development Branding Positioning Naming Future Scenarios

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Concept-Idea Testing Product Testing Usability Testing Message Testing Device Testing


“Florencia is not only a wise, inspired, resourceful & knowledgeable professional that deeply understands human truths and uses them as conceptual and branding levers... She also is a noble, spiritual and peaceful human being whom is a real pleasure to work with..."

Ernesto Suzan Reed, Marketing Manager Bacardi. Mexico.

"I highly recommend Florencia because she has an extraordinary ability to combine insight and ethnography expertise with creativity and storytelling skills. She designed and delivered for us a very comprehensive training in visual ethnography that change the way we worked as an account planning department. In a different company and with different responsibilities I'm still applying the learning and I won;t hesitate to hire again her to coach my team."

Rocio F. Brusseau, Executive Strategy Director, Starcom MediaVest Group. USA.

"I met Florencia when I arrived to JWT Mexico from Madrid branch almost 6 years ago. Very soon I started to discover her unique and rich profile. She was a planner, yes, actually a great one, but also she have been a researcher, documentary maker, scriptwriter, world traveler, anthropologist….there is no narrow label that could name her profile. This have always made her a really creative, unconventional thinker. Also Florencia is a great team player. AT JWT we had the tough challenge of leading the planning area as a team. Doing this is always hard. Criteria and styles need to be conciliated. Well, this was a remarkable experience. We made a great team and faced barriers, tough times and changes together and we succeeded. Planning area was a solid added value part of the agency. I have been in touch with Florencia ever since and admired her braveness to pursue amazing challenges and projects, such as becoming a Yoga instructor or designing TVC campaign all from the beginning including filming it. She is a great valuable asset for every project she is part of, but most of all, I believe Florencia is one of a kind”

Mariana Hernandez, Head of Creative Strategy Youtube/Google Madrid.

Some of the beloved brands, and companies I served

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