Context & User Research
For teams exploring new markets, validating ideas,
or seeking human-centered insights beyond purely quantitative data.
To create something that truly resonates, you must first understand the world of your audience. This service goes beyond standard analytics to uncover the deep, often unarticulated, cultural and social factors that shape human behavior.
I work closely with teams to understand people—not just as users, but as humans with stories, cultures, and emotions that shape what they need and value.
![]()
To create something that truly resonates, you must first understand the world of your audience. This service goes beyond standard analytics to uncover the deep, often unarticulated, cultural and social factors that shape human behavior.
I work closely with teams to understand people—not just as users, but as humans with stories, cultures, and emotions that shape what they need and value.
My approach is hands-on and immersive: I step into real contexts, listen deeply, and sometimes use movement, performance, or creative experiments to surface what numbers can’t show.
Every project begins with the right questions and a research design shaped for your context. What I deliver are insights that moves you, stories you remember, and a clear direction for action.
Strategic & Co-creative Workshops
For leaders, teams, and networks navigating change or complexity. I create and facilitate gatherings that align visions, solve critical problems, and generate clear, actionable outcomes.
Some challenges can only be solved when you bring the right people together in a carefully designed space. I design and facilitate high-impact workshops, meetings, and convenings that move beyond discussion to build trust, unlock creativity, and drive critical decisions.
My approach is hands-on and immersive: I step into real contexts, listen deeply, and sometimes use movement, performance, or creative experiments to surface what numbers can’t show.
Every project begins with the right questions and a research design shaped for your context. What I deliver are insights that moves you, stories you remember, and a clear direction for action.
Systems Diagnostics & Strategy
This service is for founders and organizations who feel stuck or unstructured and need to translate their vision into a clear, actionable, and resilient strategy for the future.
When your organization is facing a complex challenge—from an unclear value proposition to declining engagement—the solution lies in understanding the entire system. This is a holistic deep dive to diagnose core issues and co-create a resilient strategy for the future
![]()
When your organization is facing a complex challenge—from an unclear value proposition to declining engagement—the solution lies in understanding the entire system. This is a holistic deep dive to diagnose core issues and co-create a resilient strategy for the future
My approach is hands-on and immersive: I step into real contexts, listen deeply, and sometimes use movement, performance, or creative experiments to surface what numbers can’t show.
Every project begins with the right questions and a research design shaped for your context. What I deliver are insights that moves you, stories you remember, and a clear direction for action.
Core Services
Systems diagnostics & strategy
Context & User Research
Strategic & Co-creative Workshops
Get in touch!
Schedule a Chat
About me
LinkedIn
Imprint
Privacy Policy
Manage Preferences
@ Aída Herrera Peña 2025
Imprint
Privacy Policy
Manage Preferences
@ Aída Herrera Peña 2025