Where 25 years of human insight meets AI-powered research capability. Senior strategy without the agency overhead.
Senior insight consulting and AI-powered research tools — built for brands that want to understand their consumers deeply and act on that understanding decisively.
Not generic tools — bespoke AI agents designed around your brand's category, consumers, and accumulated knowledge. Each agent is built for a specific research workflow, so your team moves faster without losing the depth that matters.
A continuously updated AI knowledge base trained on your category, your consumers, and your historical research.
Brief it like a colleague. Get a structured research plan tailored to your specific business question.
Upload transcripts, decks, or reports. Get sharp, structured insight in minutes, not days.
Continuous monitoring of competitor moves, category shifts, and emerging consumer signals.
Transforms insight into agency-ready briefs — structured, provocative, and built to inspire the right creative response.
If there's a research workflow your team runs repeatedly, I can build an agent around it. Any task. Your world.
Every project is handled personally — with 25+ years of cross-category, cross-geography experience and a methodology built around the insight that transforms brands, not just reports that sit on shelves.
Where does your brand actually stand — with consumers, in the category, against the competition? Clear answers, strategic implications.
Not a scorecard. A real understanding of what's working, what's missing, and what to do about it before you spend the budget.
In-depth interviews, focus groups, ethnographic approaches — designed to surface the motivations that numbers alone will never reveal.
We help your team build internal research capability and ensure insights land through formats that create understanding, not just acknowledgement — turning findings into belief, and belief into decision.
Training, frameworks, and embedded support that makes your insights function genuinely self-sufficient over time.
Workshops, storytelling sessions, and strategic narratives that move insight from a slide into a shared belief across your organisation.
Findings that are built to be used — not filed. Dynamic formats that invite engagement rather than passive reading.
Research reports you can interrogate. Ask questions, explore findings, and surface implications on demand.
"The best insight doesn't just inform a decision. It changes the way a brand sees itself."
— Lemon InsightsAll combining senior strategic thinking with AI-powered research capability. No overhead. No rotating teams. Pick what fits your challenge.
You have a specific question that needs a real answer. I work with you from the first brief to the final debrief — handling as much or as little as you need.
AI agents can be deployed within a project to accelerate synthesis, competitive scanning, or report delivery — without compromising the rigour of senior-led thinking.
Ongoing support, on your terms. A set number of days per month — use them when you need them.
No fixed projects. No waiting for scope to be agreed. A senior partner available when insight is needed — whether that's a full research sprint, a bespoke AI agent build, or a single sharp conversation.
Not a consultant. An Insights Director. 1–3 days per week, 6–12 months. A fixed, senior presence — not a rotating cast of project teams.
I own the research agenda, your agency relationships, and your team's growing capability — including building the internal AI and insights infrastructure that makes your function self-sufficient.
You're not buying days. You're buying a tool — purpose-built for your brand's research workflows, trained on your category, and ready to deploy the moment it's handed over.
This is software with insights expertise built in. A scoping session defines the agent's brief; a fixed build fee covers design, training, and delivery. After that, an optional maintenance arrangement keeps it sharp as your needs evolve.
At some point between childhood and the boardroom, most of us stop asking why. The most dangerous thing that can happen to an insights team is the same.
Read on LinkedIn ResearchIt was found in a place most research teams never look. On the tools, signals, and instincts that surface what structured research misses entirely.
Read on LinkedIn AIThe most telling irony in marketing right now: the brands building the most sophisticated AI stacks are the ones losing touch with the humans they serve.
Read on LinkedIn Brand & ConsumerThey trust you less because you made them feel safe — and then didn't deliver on it. The uncomfortable truth about trust, expectation, and brand credibility.
Read on LinkedIn ResearchTo the finding that made no sense at first. To the answer nobody was looking for. A celebration of the outliers, anomalies, and inconvenient truths that change everything.
Read on LinkedIn ResearchMargaret Mead didn't hand out surveys. She moved in. The case for bringing a deeper, more human form of inquiry back into how we understand consumers.
Read on LinkedIn Brand & ConsumerMarketers have spent a decade chasing viral moments and provocative stunts. On why designing for talkability often produces the opposite of lasting brand value.
Read on LinkedIn StrategySomething is shifting in how organisations relate to insights — and it's not about headcount or budget. The difference between teams that use data and ones that truly think with it.
Read on LinkedIn StrategyWe have more tools than ever to understand people — and less genuine understanding than ever. Why the brands willing to embrace the strange will win in 2026.
Read on LinkedIn AIThe question being asked across every business and research agency right now. If everyone has access to the same AI, the differentiator stops being the tool.
Read on LinkedIn Brand & ConsumerBrands don't usually die from a single catastrophic mistake. They drift — slowly, quietly, incrementally — until the day the audience stops caring.
Read on LinkedIn StrategyThere is a job that doesn't appear on any org chart. The rare skill of turning complex insight into something an organisation can actually act on.
Read on LinkedIn ResearchMiles Davis said it takes a long time to play like yourself. The same is true of insights work — and why the best practitioners know when to leave space.
Read on LinkedIn ResearchAny model, framework, or data set is just a representation of reality — not reality itself. Why confusing the two is one of the most costly mistakes in strategy.
Read on LinkedIn
I'm Carlos Hernandez — founder of Lemon Insights and a senior brand and consumer researcher with over 25 years of experience across categories, geographies, and cultures.
I've spent my career helping brands understand what people actually think, feel, and want — not just what they say in a survey. Before founding Lemon, I held senior insight roles inside some of the world's leading research and brand consultancies, working across FMCG, retail, technology, financial services, and beyond.
In 2024, I integrated AI into everything I do — not as a shortcut, but as a multiplier. The result is research that moves faster and goes deeper: AI agents that handle the repetitive heavy lifting, freeing senior thinking for the work that actually requires it.
Lemon exists because I believe the most powerful thing a brand can do is dare to imagine — to see beyond the obvious, the safe, and the conventional. That belief shapes every project, every conversation, every insight.
Dare to Imagine
Whether you have a brief ready, a question forming, or just want to explore whether Lemon is the right fit — I'd love to hear from you.