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Testing for consumer insights: Empowering consumer innovation through experimentation a talk by Ana Valenzuela


The ESADE Alumni NYC Chapter would like to invite you to their next session: Testing for consumer insights: Empowering consumer innovation through experimentation, a talk by Ana Valenzuela on Wednesday May 30th at 7pm.

There is a new paradigm in business-consumer relationships today. Consumers have higher than ever expectations and more choice when it comes to interacting with brands. Businesses are under pressure to meet these expectations. In order for today’s companies to survive, it is crucial for them to deliver high-performance, personalised encounters by effectively measuring their performance and constantly improving – and experimentation is the key to driving innovation and evolution throughout a business.

The session introduces a set of frameworks that which connect innovation in a marketing programme with a programme of experimentation.


Ana Valenzuela is a professor of marketing at the Zicklin School of Business, Baruch College (CUNY) and an associate professor at ESADE Business School, Barcelona. Over the years, she has also spent many months teaching and researching in Hong Kong, Singapore, Madrid and Paris, among other places. She teaches MBA, EMBA and PhD courses.

She began her professional career with AC Nielsen as a marketing consultant for multi-country projects informing consumer goods markets. In addition, she worked in marketing research for PubliEspana (TV5), The Advisory Board Company, Hello America and the International Monetary Fund (IMF).

She is a frequent keynote speaker on topics related to consumer psychology in technology-driven environments and the consumer-driven optimization of in-store strategies. She was acknowledged by the Marketing Science Institute in the United States as a must-read author in her field.

Prof. Valenzuela holds a PhD from Autonomous University of Madrid and an MBA from Georgetown University. She was a research fellow at the Haas School of Business, UC Berkeley for three years.


We look forward to seeing you there!

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