Isabel’s experience conducting national and international market research studies spans virtually every category including food and beverage, personal care, pharmaceuticals, insurance, financial services, automotive, footwear, clothing, public opinion in politics and discourse analysis. She is adept at conducting focus groups, ethnographies, mini groups, in-depth interviews, visual anthropology, semiotic analysis, e-diaries, scrapbooks, think tanks and children’s methodologies. Isabel is an unconventional thinker who mostly focuses on ad hoc studies that combine different methodologies in order to delve deeper into analysis and drive viable marketing strategies.
Isabel earned a degree in Linguistic Anthropology from the National School of Anthropology and History (ENAH), as well as a degree in Communication Sciences from the UAM Xochimilco.
- Prior to Firefly, Isabel was senior moderator and Technical Director at EPSI (Intelligent Protection Security Strategy)
- Co-founded Martorell, Villegas & Asociado in 1994
- Her thesis about the design of Indigenous Radio Broadcasting in Michoacan resulted in the creation of the Michoacan Government’s Direction of Radio, Cinematography and Television, where she served as Research Director