Three Truths and One Lie: Reflections after Many Years of Doing Ethnographic Research / Keynote Address

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Luis Arnal has been working at the intersection of business, design and social sciences for 20 years. He is co-founder and CEO of INSITUM, a leading innovation consulting firm with 120 employees and offices in the US, Brazil, Spain, Mexico, Peru, Colombia and Argentina. INSITUM was recognized as one of the top 10 most innovative companies in Latin America by Fast Company magazine in 2015. Before founding INSITUM, Luis worked as a strategy consultant for DiamondCluster in Barcelona and an innovator for E-Lab (now PublicisSapient) in Chicago. Throughout his career, he has been involved in more than one thousand consulting projects around design research, service design, UX, new product development and branding for some of the biggest companies worldwide in a wide variety of sectors such as financial, healthcare, internet, consumer goods, telecommunications, real estate and startups. He is also a mentor and board member at several startups and is an active member of the startup community in Latin America. He has written a book focused on developing the design thinking skills that make a user-centered innovator, Business Innovation Skills (forthcoming in 2016). Luis holds a BA in Industrial Design from Universidad Iberoamericana in Mexico City and a MSc in Innovation Planning from the Institute of Design, IIT in Chicago. He has been a professor, guest lecturer and advisory board member at several universities worldwide and is a prolific speaker on topics related to design research and innovation in emerging markets.

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