aidaherrerape

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	<title>aidaherrerape</title>
	<link>https://aidaherrerape.com</link>
	<description>aidaherrerape</description>
	<pubDate>Wed, 13 Aug 2025 12:55:44 +0000</pubDate>
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		<title>Context &#38; User Research</title>
				
		<link>https://aidaherrerape.com/Context-User-Research</link>

		<pubDate>Wed, 13 Aug 2025 12:27:15 +0000</pubDate>

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		<description>CONTEXT
&#38;amp; USER
RESEARCH


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For teams exploring new markets, validating product and services ideas, or seeking human-centered insights beyond purely quantitative data.


	WHY USER RESEARCH&#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;&#38;nbsp;
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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 as humans with stories, cultures, and emotions that shape what they need and value.
	HOW DOES IT WORK &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp; &#38;nbsp;
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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.


Ready to understand your users on a deeper level?&#38;nbsp;Let's design a research plan to uncover the insights you need.Book a Discovery Call

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		<title>Strategic &#38; Co-creative Workshops</title>
				
		<link>https://aidaherrerape.com/Strategic-Co-creative-Workshops</link>

		<pubDate>Wed, 13 Aug 2025 12:54:33 +0000</pubDate>

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		<description>STRATEGIC &#38;amp; CO-CREATIVE WORKSHOPS

	
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For leaders, teams, and networks navigating change, complexity or looking unlock creativity. &#38;nbsp;


	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.
Methodological Frameworks: Systems Thinking, Design Thinking, Human-Centered Design, Embodied Knowledge, among others.&#38;nbsp;
	
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Ready to dive into your challenges? 
Let's debrief your needs and goals to plan the most suitable setting and methods for you!
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Book a Discovery Call

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		<title>Systems Diagnostics &#38; Strategy</title>
				
		<link>https://aidaherrerape.com/Systems-Diagnostics-Strategy</link>

		<pubDate>Wed, 13 Aug 2025 12:55:44 +0000</pubDate>

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		<description>SYSTEMS DIAGNOSTICS &#38;amp; STRATEGY


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	This service is for founders and organizations who feel stuck or unstructured and need to translate their vision, products and/or services into a clear, actionable, and resilient strategy for the future.


	When your organization is facing a complex challenge— e.g., 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
	Let’s chatI’d love to hear from you. Whether you have questions, or are ready to get started on your system diagnostics &#38;amp; strategy design journey, don't hesitate to reach out.Book a Discovery Call

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		<title>Initiatives &#38; Research</title>
				
		<link>https://aidaherrerape.com/Initiatives-Research</link>

		<pubDate>Wed, 13 Aug 2025 11:40:01 +0000</pubDate>

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		<description>
	INITIATIVES AND RESEARCH


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</description>
		
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		<title>Contact</title>
				
		<link>https://aidaherrerape.com/Contact</link>

		<pubDate>Wed, 13 Aug 2025 11:40:32 +0000</pubDate>

		<dc:creator>aidaherrerape</dc:creator>

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		<description>
	Curious how I can support your project?&#38;nbsp;


	Book a 
Discovery Call

</description>
		
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	<item>
		<title>Index</title>
				
		<link>https://aidaherrerape.com/Index</link>

		<pubDate>Sat, 07 Aug 2021 09:24:59 +0000</pubDate>

		<dc:creator>aidaherrerape</dc:creator>

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		<description>
	Aída Herrera P.&#38;nbsp;Founder, Strategy Design &#38;amp; Research Consultant

I help mission-driven organizations, leaders, and teams bring bold ideas to life by deeply understanding the people they serve, unlocking collective creativity, and designing resilient strategies that turn vision into lasting impact.


&#38;nbsp;hi@aidaherrerape.com 
&#38;nbsp;Berlin, Germany

 ︎ 


CORE SERVICES&#38;nbsp;︎︎︎


- Contextual &#38;amp; User Research&#38;nbsp;Go beyond standard data to develop projects with a more sensitive perspective. My distinctive approach uses embodied research methods to unveil contextual inquiry and cultural insights that drive human behavior.
Cultural &#38;amp; behavioral insights&#38;nbsp;&#124; Stakeholder interviews &#38;amp; personas&#38;nbsp;&#124; User journeys &#38;amp; pain points &#124; Product/service validation&#38;nbsp;&#124;&#38;nbsp;Concept &#38;amp; usability testing


- Strategic &#38;amp; Co-creative WorkshopsDesigning and facilitating high-impact meetings that build alignment, unlock a team's creativity, inspire and drive decision-making, collaboration and creative problem-solving.
Workshop agenda &#38;amp; facilitation&#38;nbsp;&#124;&#38;nbsp;Customized tools &#38;amp; methods&#38;nbsp;&#124;&#38;nbsp;Experience design&#38;nbsp;&#124;&#38;nbsp;Graphic templates &#38;amp; materials&#38;nbsp;&#124;&#38;nbsp;Decision frameworks &#38;amp; alignment reports


- Systems Diagnostics &#38;amp; Strategy 
Based on Systems Thinking and Organizational Strategy this is a deep, collaborative analysis of your organization’s products/services to uncover core challenges, provide design solutions, and develop a clear, actionable path forward.
Systems map (actors, flows, gaps)&#38;nbsp;&#124;&#38;nbsp;Diagnosis report (challenges &#38;amp; opportunities)&#38;nbsp;&#124;&#38;nbsp;Value proposition refinement&#38;nbsp;&#124;&#38;nbsp;Roadmap for change (short &#38;amp; long term)&#38;nbsp;&#124;&#38;nbsp;Strategic frameworks for decision-making


Let's Start a Conversation!

Every great partnership begins with a conversation. I invite you to a complimentary 30-minute exploratory call to discuss your vision and see how my approach can support your goals.


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FEATURED WORK&#38;nbsp;︎︎︎
Case Studies


	The Digital Resilience Network
Criti.ca CL, Ford Foundation &#38;amp; Arabella Advisors USA.
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How do you build trust across distance and create a space safe enough for brave decisions?


For a global remote network of 10 social justice organizations meeting for the first time, I designed a three-day convening with engaging sessions that built strategic alignment, strengthened relationships, and sparked authentic connection for +30 participants.
&#38;nbsp;
	Landgut für Offsites und Retreats
Projektraum Drahnsdorf,&#38;nbsp;DE

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How can a creative venue thrive not by being 'perfect', but by embracing its authentic, ever-evolving nature?
For a historic venue where bookings were unexpectedly down, we answered this question by uncovering its true story. Using photography as a core research tool, I helped the founders turn their unique, "in-process" creativity into their core value proposition. This new strategy, implemented across their website, pricing, and sales outreach, resulted in securing 25% of their next year's revenue target ahead of schedule.


Deep Dive Week
The Engine Room, LATAM, USA

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Exploring Alternative Ways of Knowing

For a nonprofit helping social justice movements use tech and data responsibly, I gave an online talk to 20+ participants on how art, design, and research can become tools of resistance, decoloniality, and deeper human insight.&#38;nbsp;


A PERSPECTIVE FORGED BY CONTRAST&#38;nbsp;
My perspective is shaped by a life lived at the intersection of worlds. Having navigated both the high-growth business landscape of Latin America and Berlin's cultural, creative, and entrepreneurial scenes, I’ve learned to connect what is often kept separate: rigorous strategy with deep human empathy; data-driven analysis with the embodied wisdom of creative practice. This allows me to see the whole system—and the crucial details within it—to help you find your unique path forward.

About me
 
	Curious if we're a good fit?
I'd love to hear about your project. Schedule a relaxed 30-minute chat to explore how we might work together.


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	INITIATIVES AND RESEARCH


	zetinn&#38;nbsp;
DE

 
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Can we change our relationship with consumption, starting with our furniture?
zetinn is my ongoing EU-funded venture  to create a regenerative, service-based system for second-hand and sustainable furniture in Berlin.

Explore zetinn’s ChatBot with AI (Website in Progress)
	Inspireio&#38;nbsp;
GLOBAL, ES + EN

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Where do seasoned creatives share their real challenges?
Inspireio is a community and lab I am co-founding to be that space—fostering discussion, developing new tools, and elevating our professional journeys.

Coming Soon - Stay tuned!
	Gestures of Domestic Memories
DE

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How can research make an audience *feel* the insights, not just read them?This EU-funded project moved beyond standard interviews to make the invisible labor of domestic work visible. It uses film and performative methods to create a powerful short film that has been screened at festivals, presented at universities, and featured in academic books.


	An Invitation to Collaborate

I am always open to new partnerships with fellow researchers, artists, curators, and creative practitioners.
If you have an idea for a project, are interested in contributing to one of my initiatives, or would like to invite me to participate in a talk, festival, or exhibition, I would love to start a conversation


You can reach me directly at 
hi@aidaherrerape.com


Selected Clients &#38;amp; Partners
	
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	Supported By &#38;amp; Featured In
	
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		<title>Running on Cargo</title>
				
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		<pubDate>Sat, 07 Aug 2021 09:25:02 +0000</pubDate>

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