Gaby Alcalá is an applied mathematician from ITAM (Instituto Tecnológico Autónomo de México), specialized in statistics. She loves studying, already with three more diplomas: Development of management skills, Marketing and Market Research, as well as a Master's degree in Public Image Engineering at the College of Public Image. Her passions include her family (married for 14 years, with a 6 yo unstoppable and amazing child), diving, traveling the world and will never say no to a good wine. She has worked in the area of market research for more years than she would like to tell, being on both sides, supplier and customer. Since 2005, she is a partner in MARES Consumer Intelligence where she is the Director of Analysis.