About Me
I am Miguel, a social anthropologist specializing in translating deep cultural and human insights into high-impact digital strategy. After years spent decoding human behavior in the field, I now apply that rigorous methodology to marketing—helping brands move past superficial data to understand the true ‘why’ behind customer decisions. My mission is to build strategies that are not just effective, but genuinely resonant and human-centered.
My Unique Value Proposition
- Beyond Personas: I don’t just create demographic profiles; I conduct Audience Ethnography to understand the social rituals, unwritten rules, and digital communities that truly shape customer identity and purchasing choices.
- Decoding Friction: I identify the subtle cultural friction points (language, symbols, timing) in your customer journey that standard analytics tools cannot detect.
- Strategy Built on Truth: My strategies are anchored in qualitative truth—ensuring every campaign, content piece, and interaction aligns perfectly with what your customers genuinely value and need.
Focus on the Process
I Listen Deeply
I use specialized Social Listening tools to understand what your customers are really saying in their own communities, not just on your pages.
I Find the Meaning
I analyze the language and symbols (the Semiotics) your brand uses to ensure your message feels honest and credible to your audience.
I Build the Plan
I turn those human truths into clear, measurable strategies for your Content, SEO, and Customer Journeys.
Key Tool Mention
I use essential tools like Google Analytics to connect the dots between website performance and real-world customer behavior.
