The expression of your product in every sense
We help our business partners develop or strengthen their product strategy and meaningful consumer experiences by identifying product insights, based on three key pillars:
1. Ensuring the competitiveness of the current portfolio in the market.
2. Driving human-centered innovation.
3. Integrating a culture of sensory experience within the organization and promoting cross-functional training among product-related teams.
Who are we?
Victoria Coutiño Co-founder 5 Sense.i advisory
Victoria Coutiño has +25 years of experience in sensory and consumer research across a variety of consumer product categories.
She has developed local, regional and global strategies, improved, updated and identified advanced sensory and human behavior research methodologies. She enjoys mentoring colleagues within the sensory field.
She is passionate about understanding and interpreting sensory and human knowledge using qualitative and quantitative approaches in a more modern way, integrating aspects of demand, brand, and market spaces; as well as details of the products/prototypes discovered through approaches such as descriptive analysis to help make business decisions.
Victoria served as Director of Sensory & Product Insights LATAM at PepsiCo. She is currently a consultant and co-founder of 5 Sense.i advisory. She has a bachelor’s degree in Food Chemistry from the Facultad de Química (UNAM) and a master’s degree in Food Science from the Universidad Iberoamericana and various Culinary and Food Design courses.
Victoria is an active member in the Society of Sensory Professionals (SSP) and served as Chair of Global Outreach Committee 2022-2024; She is also a Coordinating Member of the Latin American Sensory and Consumer Sciences network and has participated in the organization of the SenseLATAM 2022, 2024 Conferences. Member of ASTM –E18 Sensory and Sensory and Consumer Sciences Mexican Network (AMCSC).
Leticia Aceves Co-founder 5 Sense.i advisory
A professional with over 25 years of experience in market research, specializing in consumer and market insights across various product categories, including packaged foods, snacks, confectionery, beverages, household products, QSR, and OTC, among others.
Leticia combines a commercial focus with a deep understanding of consumer behavior, ensuring that strategic decisions are grounded in robust analysis and aimed at maximizing return on investment. Her holistic approach enables businesses to make decisions with calculated risk, always prioritizing what is best for the business.
She began her career in manufacturing and R&D, later taking on key leadership roles at PepsiCo Mexico, including Director of Consumer Insights at Sabritas (PepsiCo´s snacks company in Mexico) and Director of Analytics, Shopper & Market Insights at PepsiCo Foods Mexico. In these roles, Leticia led research initiatives that supported the company’s commercial, marketing, and strategic planning efforts, providing critical market, consumer, and shopper insights to sales and marketing teams.
For over 10 years, Leticia has been an independent consultant in consumer insights, working with both global and local clients across a wide range of industries and products. She is the co-founder of 5 Sense.i Advisory, where she continues to leverage her expertise in strategic consulting.
Leticia holds a Bachelor’s degree in Food Technology from Universidad Iberoamericana and has completed various courses and certifications in marketing, leadership, and storytelling.