Hi, I'm Catalina.
insights strategist and creative researcher, founder of Scopio.
At the heart of everything I do is something very simple: human connection.
More than a professional skill, it’s a way of relating to the world. I’ve always felt a genuine curiosity about people: understanding their perspectives, their emotions and the realities that shape their lives.
To me, people are never just “consumers” or “target audiences.” They are complex beings, with many layers, contradictions and emotions. Understanding them takes much more than tools and methodologies. It takes empathy, cultural sensitivity and the ability to read between the lines.
That way of connecting with people is also how I do research: observing closely, understanding with empathy and interpreting with depth and imagination.
I help brands understand the world through people and root decisions in real human understanding.
I'm here to be a bridge.
Between people and brands.
Between what's said and what's truly meant.
Between evidence and interpretation.
Between insight and action.
I created SCOPIO as an independent research and strategy practice, where I can bring together cultural curiosity, human connection and strategic thinking. I work directly with my clients and collaborate with other specialists when a project calls for it.
For more than 12 years I've worked with advertising agencies, research firms and brands across Latin America, the U.S. and Europe. My focus is qualitative research, generational intelligence, and multicultural audiences. Scopio is where that experience became a practice. I'm based in Colombia and work in Spanish and English.
Brands I've worked with
Ray-BanOakleyVogue EyewearArnetteSunglass HutWestern UnionDiscovery ChannelMoleskineBimboPepsiCosta del Sol
Research agencies and strategy firms I've worked at or partnered with, and am proud to keep collaborating with.
Strive Insight · Radius EMEA · SWITCH · ADVANCE · Captura Group · Caja Consultores · Nextatlas · Foresight Factory
Selected work
Trend Envisioners — A decade inside the minds of Gen Y and Gen Z, for Luxottica
From 2014 to 2024, while at Strive Insight, I led the Trend Envisioners Community: an always-on online research program built for Luxottica to stay close to the young consumers shaping culture and consumption.
Around 80 hand-picked Millennials and Gen Zers, recruited from universities, creative agencies and social media across 13 megacities, from Mexico City and São Paulo to New York, London, Shanghai and Tokyo, took part in weekly activities, open discussions and in-context missions.
The community went far beyond trend hunting. It fed tactical and strategic decisions across Ray-Ban, Vogue Eyewear, Sunglass Hut and Arnette, from sustainability and post-Covid retail to campaign evaluation and brand territory exploration.
It also helped Luxottica explore the future of the category itself. The community took part in the early exploratory research behind Ray-Ban's first smart glasses, studies on AR and VR eyewear, and the testing of a smart glasses prototype developed by Ray-Ban and Bose.
As the program evolved, so did the research: from forums and trend rooms to AI-powered netnography, digital ethnography and co-creation with Gen Z across three continents.
I led the research behind "New Visions", a paper Luxottica presented at the 2016 ESOMAR Congress (#WOW), where it won a presentation award. The study explored why people resist wearing eyeglasses in China, India and Brazil, separating infrastructure barriers from cultural and psychological ones, and identified where the brand could act to grow the market.
The world is endlessly interesting. Especially when you pay attention to people.
HAVE A QUESTION WORTH EXPLORING?
Open to independent research projects, strategic partnerships, speaking and advisory.
