The person behind the thinking.

I'm Carlos Hernandez — founder of Lemon and a senior brand and consumer researcher with over 25 years of experience across categories, geographies, and cultures.

I've spent my career helping people understand what their customers 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 rebuilt how I work around AI — 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.

Now I help small and mid-sized businesses build that same capability for themselves — so understanding their customers stops being something they buy once and becomes something they can do.

Lemon exists because I believe the most powerful thing you 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.