About Us

Data does not buy at your store, does not sit at your restaurant, does not recommend your services and does not choose to consume your brand instead of your competitors’… people do that! This is why Antropomedia has become a research agency that, while accounting for digital data variables, is focused on understanding the collective behavior that humans culturally, symbolically, and socially form on the Internet.


The services we offer have helped our clients build a commercial communication that resonates and influences their consumers’ decision-making and, at the same time, have given them valuable insights into new ways of monetizing their businesses and growing the value of their brand.


We are the first applied digital anthropology agency that proposes the use of consumer insights should be based on cultural and interpretative studies, not only in different ways of collecting data. If you wish to go faster than the speed new Internet technologies are developed, then worry about understanding the human behind such technologies. 

Our Origin: Indra's Net

Antropomedia's Origin

Management Team

Luis Jaime González Gil

Luis Jaime González Gil

Luis holds a Bachelor Degree in Psychology from the Institute of Technology and Higher Studies of the West, and his Master's in Social Psychology from the Autonomous University of Barcelona. In the last five years, he has worked on sociocultural research, focusing on understanding Web interactions through digital ethnography, sociogram studies, and social network analysis. His work tries to understand the Internet from a Polymedia perspective, arising from the discussion between social psychology and digital anthropology, as outlined in academic papers such as this book edited by CONACYT.

Eduardo Caccia

He has been a university professor at Universidad Panamericana and a member of the Corporate and Professional Education Office at the University of San Diego. He has written articles on brands and cultural codes in publications such as Expansión, Reforma, Mural, El Norte and La Jornada. He is currently a journalist for Grupo Reforma, where he publishes every week. He is also an international speaker and one of the founders of Mindcode. His contributions have helped hundreds of brands, many of them Fortune 500 companies. His career goal has been to bridge the gap between academia and the business world.


Juan Carlos Plata

Coach and entrepreneur focused on comprehensive development of high-performance talent. Planning and execution of business strategy expert. Has worked with agencies such as McCann Erickson Colombia and Lowe Lintas. Has international experience in nine countries with brand management and companies in more than twenty categories of products and services. Has performed successful business restructures focused on generating abundance for stockholders, collaborators working in them and the communities where they operate. Has a sustainability and social responsibility vision that he integrates into his humanistic practice to manage talent, leading them to their full potential.

Alejandro Servin Arroyo

Alejandro Servin Arroyo

Alex received his Bachelor in Communication Sciences Degree from the Monterrey Institute of Technology (ITESM) and his Masters in Online Marketing and eCommerce from the University of Barcelona.

Throughout his career as a digital media professional, he has worked for Bertelsmann media conglomerates in New York City and Barcelona. The latter city also saw his work as a digital market researcher and analyst.

He currently works as a university tenured professor at The Monterrey Institute of Technology and Higher Education teaching Digital Anthropology. He has been a member of The New York Academy of Sciences since 2009 and ESOMAR member since 2011.