Heriberto López Romo is a social researcher and marketing expert with over forty years of experience in social research, media, and commercial and social marketing. He holds a degree in Communication from Universidad Iberoamericana, completed graduate studies in Applied Mathematics at Syracuse University, and is a doctoral candidate. Founder and Vice President of El Instituto Inteligencia de Mercados, he has contributed significantly to the market research industry as the creator of key standards such as the AMAI Socioeconomic Level Index (NSE) and as former president of the association. He has collaborated permanently with the most important national and international brands, developing pioneering methodologies in audience measurement and entertainment research. Throughout his career, he has worked to support creatives and content producers in achieving their commercial goals, as well as in the integration and evaluation of storylines with social impact. He is the author of several reference works and an international speaker, recognized for bridging academic insight with market-driven strategy.