MarÍa Eizaguirre DiÉguez

Biography

María Eizaguirre obtained her B.A. (Hons) in Anthropology from Durham University, after which she pursued her M.Sc. in the field of Biological Anthropology (1995). She was then awarded the prestigious Rhodes Scholarship (Linacre & Spain, 1994) to study at the University of Oxford, where she completed her Ph.D in Biological Anthropology (1999). In 1999, María Eizaguirre started her career in consumer insights and behaviour, first at a research agency (Research International), followed by an advertising agency (Young&Rubicam) and for the last eight years at Kraft Foods within the Consumer Insights & Strategy team, where she was leading the Innovation CI function across the EU. Professor Eizaguirre is currently Director Insights and Innovation for IE University. Her main interest is in the use of Anthropology as a tool to understand & interpret consumer behavior and her main focus is on aiding the consumer insights function turn into a true business partner.

Research Interest

Communication