Personal information
Biography
I have conducted more than 500 commercial research studies with various biometric technologies to understand consumer behavior, such as Eye Tracker (ET), Face Reading (FR), Galvanic Response (GSR), Electroecephalogram (EEG) and Pupillometry.
I currently hold the position of Commercial Director of Central America in the company Advanced Marketing & Biometric Lab. I have worked for the last 8 years at Eye On Media, a company of Chilean origin, who has become part of Tobii (a leading manufacturer of Eye Trackers) Since June 2019, dedicated exclusively to carrying out studies with biometric technologies for Neuromarketing research, being my responsibility the application and advice of the studies in the Latin American region and making use of the only Neuromarketing laboratory that contains the largest number of biometric technologies for the study of consumer behavior.
I am the founder and Executive Director of NEUROCAMP Latin America. For the first time it was carried out successfully in Latin America in 2017 in Costa Rica, in order to publicize the technologies for consumer knowledge and in 2018 it was carried out in Mexico City, where they attend participants from more than 25 universities in the region. I am currently part of several international interdisciplinary groups, where experiments with technologies at an academic and commercial level and best practices are discussed.
Currently I am a professor appointed in property since 2014 at the Technological University of Costa Rica (TEC) and since January of this year 2020, I am the coordinator of this specialty. In addition, a professor at ULEAD to teach the application of this discipline in the specialization in Neuromarketing, which has graduated around 400 students to date. Visiting professor at various public and private universities in Latin America. Also, I have been responsible for working and implementing the Neuromarketing research laboratories at universities such as the neuroscience department at the University of Costa Rica, the National University and the experimental economy department at TEC.
I held the position for Costa Rica, of “Local chair” or Ambassador of the NMSBA - Neuromarketing Science & Business Association - during the period 2014-2017.
As a dedicated distributor of Tobii, the Swedish manufacturer of eye tracking technologies, and other tools with are TEA Captiv Sensors (for measuring heart and respiratory rate) or Noldus Facereader (for reading facial algorithms), Eye Square, Pupil Labs, Paraleldots and recently RealEye, among others, not only provided clients with cutting-edge technologies, but how to combine them for use in an ethical and responsible way with the best commercial and research practices.
I currently had a Doctorate degree in Business Management with an emphasis on research from the Technological Institute of Costa Rica, where my doctoral thesis focuses on attentional aspects validated with Neuromarketing technologies. I am a graduate of the International cooperation agreement FUNDEPOS - University of Costa Rica where I obtain an MBA with an emphasis in Marketing and in the Service Quality Institute of Minnesota I specialized in the year 2004 in the area of Customer Service as a Consultant in Service Strategy. Later, I did online studies at the University of Vigo (2014) and Santo Tomás de España (2016), both in the area of Neuromarketing. In 2015 I obtained a postgraduate degree in Neuroscience from the Universidad de la Salle de Cuernavaca in Mexico and in 2018 I formalized the specialization in Neuromarketing and Innovation at the University of Lorraine in France.
Adviser for more than 16 years of transnational companies on the subject of research and since 2010, I have been invited in multiple forums to expose and disseminate the subject in Latin America.
My experience in the area of technology, academia, customer service and marketing, has given me knowledge to advise multiple companies in which the combination of these areas is required and to deepen the knowledge of the Consumer.