Projects
How can Peru's largest business conglomerate become a beloved corporate brand?
In partnership with IDEO and Intercorp, Peru's largest business conglomerate, I was in charge of a nation-wide research study to measure the company's reputation with stakeholders and society in general.
​
The results fueled IDEO's consultancy project, by providing a thorough understanding of consumers' and citizens' sentiment toward the brand. Explore more.
How can the UN increase domestic coffee consumption in Peru?
With 98% of Peru's coffee being exported, domestic consumption remains remarkably low. In 2022, I collaborated with the United Nations Development Program (UNDP) to address this imbalance.
Our project analyzed local coffee consumption patterns and identified key drivers to encourage Peruvians to incorporate local coffee into their daily routines. Drawing insights from Colombia's successful case, our findings informed the development of Peru's National Strategy to Increase Local Coffee Consumption. Explore more.
How can a century-old American engine manufacturer compete with counterfeit alternatives?
Cummins, a global leader in power technology, faced challenges competing against counterfeit engine parts in Peru's market, particularly in the owner-operator segment - individuals who own and operate a single truck for their livelihood.
I spearheaded a design thinking project, conducting thorough research to understand this segment. In a one-day workshop with Cummins' executive team, I facilitated the development of targeted marketing and sales strategies. These ideas were subsequently integrated into a comprehensive marketing plan.
The outcome was a significant increase in genuine parts sales, achieved by effectively communicating the benefits of original parts and the risks associated with counterfeits to this crucial market segment.
How can a German foundation design an effective political education program for young adults?
In 2021, I conducted an independent research study for the Konrad Adenauer Foundation, focusing on youth political attitudes and behaviors. The findings informed the Foundation's strategy for political education programs and social media content targeting young adults. Explore more.
How can Peru reposition itself as an exciting travel destination after the Pandemic?
In 2021, as travel resumed post-pandemic, safety became a primary concern for tourists. Peru faced the challenge of promoting excitement in its tourism offerings without overshadowing the crucial aspect of safety. The key question was: How could Peru's marketing effectively convey excitement while addressing safety concerns, using compelling visuals and narratives to encourage travel-wary audiences?
​
To address this, I led qualitative research in California, New York, and Chile - Peru's main tourist markets. We presented five distinct storytelling approaches to potential travelers. This research informed the selection of Peru's first major post-pandemic marketing campaign, balancing the need to showcase the country's exciting offerings with reassurances about traveler safety. Explore more.
Political Science Dissertation: The Rising of the Same-Sex Civil Union Movement in Peru
My Licenciate thesis in Political Science from Pontificia Universidad Católica del Perú (PUCP) examined the emergence of Peru's same-sex civil union movement. Under the guidance of Dr. Stephanie Rousseau (PhD, McGill) and advised by Dr. Francisco Durand (PhD, UC Berkeley), I conducted a multi-level analysis of the movement, encompassing:
​
-
Macro political structures
-
Meso organizational dynamics
-
Micro individual actions
​
The research demonstrated how activists identified a political opportunity, formed a Social Movement Organization, and developed an effective action frame. This comprehensive study of the movement's rise earned a Cum Laude distinction and was recognized as extraordinary by the jury.​ Explore more.
