Professor at the Universidad Panamericana, an expert in
market research, consumer behavior, multisensory perception, and
marketing strategies based on neuroscience and data science. With more than
20 years of experience, she has combined her academic career with
strategic consulting, collaborating with educational institutions and companies
in more than a dozen countries.
, head of the Neurolab at the School of Economics and Business, leads a laboratory specializing in the study of behavior using biosensors.
She is a co-founder of Vayra in Mexico, a firm dedicated to providing solutions in
market intelligence and strategic innovation. She is also a consultant for
Atrianna in Colombia, where she advises on projects to develop predictive algorithms
based on machine learning and psychophysical models to anticipate
the performance of brand assets and consumer behavior.
She holds a Bachelor’s degree in Business Administration and Marketing, a Master’s degree in Strategic Marketing
from the Universidad Panamericana , and a Ph.D. in Business Administration and
Business Management from the Universidad Politécnica de Valencia. She has served as
a speaker at various international forums and has led more than 500
applied research projects using quantitative, qualitative, and
experimental approaches, integrating technological and analytical tools to
optimize business decisions.
His interdisciplinary approach and strategic vision have enabled him to establish
a well-recognized track record in Latin America in analyzing the connection between
science, business, and the customer experience.