Marketing Center USFQ
Founded an institute within USFQ Business School that intends to increase the school outreach to the industry. Marketing Center provides consulting services to all types of businesses. Typically, every project involves not only faculty but also student active participation for them to have on-hand experience in the provision of marketing solutions to companies. Recent projects include consulting services relative to evaluation of customer experience at retail settings, development of marketing plans, marketing analytics for entrepreneurs, and market research projects.
ARTIFICIAL INTELLIGENCE APPLIED TO BRAND PORTFOLIO ANALYSIS
Development of a process and a web app that uses artificial intelligence algorithms to read information from user-generated content in social media. Ideally the information will be displayed in a dashboard for marketing managers to identify trends and keep track of affective/cognitive measurements of the brands they administer.
360 DEGREE ASSESSMENT OF SUSTAINABLE PRACTICES HOLD BY SMALL BUSINESSES
Several frameworks have been utilized to certify businesses worldwide by their sustainability practices. However, these frameworks use performance indicators that may not be applicable to small businesses. I formed a multi-disciplinary team of marketers, entrepreneurs, environmental engineers to design a framework and pilot test it with a sample of businesses located at the Galapagos Islands (Ecuador). We aim not only to evaluate businesses using the new framework, but also develop training programs targeting business administrators for them to improve their sustainability performance.
BOREDOM MANIFESTATIONS IN CONSUMER AND RETAIL ENVIRONMENTS
Boredom is a natural emotion that everyone instantly recognized. People have different strategies to copy with boredom. However, this research projects intends to explore boredom more deeply in consumer and retail settings. A special consideration will receive salespersons and front line employees to explore their perspectives about feeling bored.
COVID-19 CONSEQUENCES IN CONSUMERS SHOPPING DECISIONS
Covid-19 pandemic has affected us all. This research projects aims to understand how consumers dealt with the extreme measures of social distancing and mobility restrictions during Covid-19 virus outbreak. I invited a group of researchers from different backgrounds (economists, psychologists, and anthropologists) to study consumers reactions to Covid-19 context and how they are returning to normality.