Juan Sebastián León Zafra

I help companies, product teams, and organizations better understand their customers and consumers to make evidence-based decisions.

I have nearly 5 years of experience leading qualitative and quantitative research projects in sectors such as financial services, retail, telecommunications, mass consumption, and digital products. I have participated in projects for organizations such as Bancolombia, Nequi, Liberty Latin America, Haceb, and Bancoomeva.

I can support projects on:

• Market research and consumer behavior.

• Customer Insights and Consumer Insights.

• Survey design and programming.

• In-depth interviews and focus groups.

• Satisfaction, NPS, and customer experience studies.

• User and consumer segmentation.

• Customer Journey Mapping and Service Design.

• UX Research and usability testing.

• Results analysis and executive reports.

My experience covers the complete research cycle: objective definition, methodological design, recruitment, fieldwork, analysis, insight generation, and presentation of strategic recommendations for business, product, and experience.

My approach combines analytical thinking, understanding of human behavior, and clear communication to transform complex information into actionable decisions.