Claudio Perez-Korinko founded IM Insights Latino in 2001, and has designed and conducted immersive qualitative, ethnographic and semiotic research projects in the natural and cultural context in which activities are conducted by Latino humans for over two decades.

In 2019, Claudio founded latBrand, a semiotic lab that creates and analyzes linguistics and aesthetics elements facilitating cultural interpretation from targeted audiences in the traditional and digital space.

Claudio is a native of Santiago, Chile, bilingual in Spanish and English, and knowledgeable of the U.S. Latino and Latin American cultures.

When Claudio is not in the field, he can be found teaching marketing research in BBA and MBA college programs.

Claudio is also a research consultant and can be found at

For culture analytics and workshops, please visit

Claudio holds a Master of Science in Management and a Bachelor of Arts in Marketing and Spanish from Baker University.