HER IS THE STRATEGIC CONSULTING FIRM SPECIALIZED ON FEMALE CONSUMERS
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OUR VISION AT HER IS THAT WOMEN´S PROTAGONISM IN THE 21ST CENTURY WILL CONTINUE TO GROW, SHAPING a new society, different, and imbued with their values, needs, and desires. HOWEVER, THE VAST MAJORITY OF FEMALE CONSUMERS FEEL THAT BRANDS DO NOT UNDERSTAND THEM (NIELSEN GLOBAL SURVEY).
OUR MISSION AT HER IS TO HELP BRANDS CONNECT WITH THIS NEW SOCIETY by “double-clicking” on the female perspective that influences 80% OF PURCHASING DECISIONS, ACCORDING TO BCG.
THE FEMALE CONSUMER PERSPECTIVE HAS HISTORICALLY BEEN ABSENT IN SECTORS SUCH AS FINANCE, INSURANCE, AUTOMOTIVE, OR ALCOHOLIC BEVERAGES; incorporating it can result in a competitive advantage.
IF WE DON´T ASK NEW QUESTIONS -FROM THE EXTREME EMPATHY OF THE FEMALE CONSUMER- WE WILL NEVER OBTAIN NEW ANSWERS, NEW INSIGHTS, AND NEW ANGLES OF INNOVATION. At HER®, we are experts in obtaining this new data.
Strategic planning with a gender perspective. JUST LIKE IN THE GUARDIAN'S SPOT, WITHOUT THE FEMALE CONSUMER PERSPECTIVE, IT´S NEARLY IMPOSSIBLE TO HAVE A COMPLETE AND ACCURATE IMAGE OF TODAY´S SOCIETY. AT HER, WE ASSIST BRANDS IN ANALYZING THIS NEW REALITY IN THEIR MARKET AND ESTABLISHING THE NECESSARY ACTION PLAN.
Our Service
Team

Team

At HER, we apply our experience, extreme empathy and above all, a special sensitivity towards women consumers to know what questions to ask, how to listen, and what criteria and interpretations to apply.
Currently, we have already interviewed 5.000 female consumers.

natalia_cazcarra

Natalia Cazcarra

Female Consumer Strategy Director

Strategist and intuitive. Economist and creative. Entrepreneurial mom. Convinced of the need to respect women’s complexity.

marta_llucia

Marta Llucià

Creative Strategy Director

Restless creative. I profoundly believe in creativity’s social contribution, leading the way to a more real, meaningful society.

almugifok

Almu Rodríguez

Big Data & Expert in Gender Bias mitigation

Sociologist and Analytic.
I apply research from a humanistic perspective, putting consuming women at the center and technology at their service.

julietaOK

Julieta Arana

Female Consumer Strategy & Insights

Foodie, crafter, techie, yogi, plant lover. A true millennial. Practical and resourceful, obsessed with putting myself in both the client´s and the consumer´s shoes to come up with better solutions and proposals.

marta_herradura

Marta Herradura

Designer & Artist

Forever learning.
I’d give all I know for half of what I don’t.
Art Teacher.
Illustrator, painter, portrait maker and graphite lover.

marianaok

Mariana Rodríguez

Expert in Equality Compliance

Mexican with Spanish roots. Lawyer. Runner. Delighted to live in Madrid.

mercedes_garcia_2

Mercedes García

Marketing and Content

My conviction is that good content builds brands. Entrepreneur.
Business, innovation and resource optimization oriented.

Team
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