Laura Gonzalez Quijano on Human-Centered Innovation, Emotion, and the Future of Insights

Editor’s Note: The following interview features a 2026 Greenbook Future List honoree, Laura Gonzalez Quijano. The Greenbook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers.

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Laura Gonzalez Quijano, Senior Data Analyst at Human Dot Plus and a 2026 Future List Honoree, blends behavioral intuition with data science to create more human-centered insights. As the mind behind the Emotions in Motion™ framework, she champions empathy, curiosity, and collaboration as the foundation for meaningful innovation. Her work reflects a belief that the most powerful insights are not just analytical, but deeply connected to human experience.

Who is your career role model or source of inspiration?

I have three main sources of inspiration, and I truly value how each one nurtures a different part of who I am.

First, my mother, she is the most resourceful person I have ever met. No matter the challenge, she always finds a way to solve it. That mindset did not just shape me while growing up, it continues to inspire how I approach my work today. In a world that evolves so quickly, I believe being resourceful is often a key step toward innovation.

Then there are two mentors I deeply admire: Caroline Brethenoux and Lili Gil. Each of them, in their own way, has taught me that every innovation, no matter how technical or complex, must begin and end with the human experience. They have shown me that empathy is not optional—it is essential. Their leadership reminds me to design tools and insights that are not only smart, but intuitive, accessible, and meaningful to people’s lives.

Together, they remind me that inspiration is not about perfection – it is about staying connected to what truly matters, even as we continue to evolve.

Since starting your career in MRX, what would you consider to be your greatest accomplishment?

My greatest accomplishment has been designing and leading the development of the Emotions in Motion™ framework. Not only has it had a strong impact on how we understand our audiences with greater empathy and emotional depth, but it also become a catalyst for something even more meaningful, sparking curiosity, collaboration, and innovation across our teams.

What makes me most proud is not just the outcome of the framework itself, but the journey of building it together. I was able to bring incredible people on board, people with different perspectives, ideas, and strengths, and together, we created something that none of us could have done alone.

For me, that is what true innovation looks like: building something human-centered and transformative, while lifting others along the way.

When did you know you wanted to enter a career in insights, and what inspired you?

I have always been someone who observes people deeply. I am highly intuitive, and at some point, I realized how fascinating it was to be able to test that intuition through research. I did not know much about the insights industry at the time, but when an entry-level opportunity came up, I took it, and everything clicked.

From the very first moment I saw a report where we could analyze what people were saying, and more importantly, elevate their voices to help organizations make better, more human decisions—I knew this was my path.

Insights brings together everything I love: investigation, the constant search for the "why" behind behavior, the opportunity to give voice to others, and now more than ever, the ability to innovate how we listen and understand.

If you could go back in time to when you first started your career, what advice would you give to your younger self?

When I first started in market research, I was, like many people, full of energy and eager to prove myself. I would tell my younger self to slow down. Just like in research, you need time to observe, to connect with the purpose behind each project. Go step by step, there is depth and clarity in pausing.

I would also remind myself that curiosity is my best friend. Never take things at face value. Always ask why, always explore. That mindset adds depth and meaning to everything we do in insights, and helps us challenge our own biases along the way.

Another piece of advice would be to look at this industry as the rich universe it is. There are so many paths, and when you follow what truly resonates with you, results come naturally. Do not be afraid to explore and experiment.

And finally, do not be afraid of technology or AI. See it not as a threat, but as a tool—a powerful way to connect more deeply with what people feel, need, and aspire to. It is not just part of the future, it is something you can grow with.

What do you think the key characteristics or qualities of a leader are? How does this play into MRX?

To me, the key qualities of a strong leader are human warmth, adaptability, curiosity, resourcefulness, and a deep appreciation for diversity.

Human quality is the foundation. When you lead with empathy and authenticity, you create teams that feel safe, inspired, and connected. That emotional intelligence shapes not only how we lead, but also how we do research, how we connect with audiences, and how we design insights that are truly meaningful and human, not robotic or disconnected.

Valuing diversity is just as essential. And I do not mean only diversity of people, but also diversity of thought, tools, and approaches. As leaders, when we invite different perspectives, whether cultural, methodological, or technological, we enrich our teams, uncover deeper insights, and create work that is more relevant to the world we live in.

Curiosity and adaptability help us keep learning, stay open to what is changing, and embrace new ways of thinking, especially as AI reshapes our field. And resourcefulness allows us to move forward with intention, even in uncertain contexts, solving problems creatively, supporting others, and staying rooted in purpose.

What challenges do you see facing newer MRX professionals as technology advances?

As technology continues to evolve, we are seeing more and more AI-driven solutions emerge within the insights space, multiple agents, chatbots, and increasingly fast ways to gather information. For newer professionals, one of the key challenges will be not just having access to data or quick insights, but knowing how to evaluate their quality and depth.

There is a real need to ensure that what we receive is not only fast, but also intelligent—insights that are thoughtful, reliable, and rooted in context. Another challenge will be to preserve analytical depth in a world that often values speed over substance.

In addition, as attention spans decrease and decision cycles get shorter, the ability to communicate insights clearly and creatively becomes critical. Translating deep analysis into stories that are easy to understand, and more importantly, actionable, will be an essential skill for the next generation of researchers.