The person behind the thinking.

I'm Carlos Hernandez, founder of Lemon. I've been a brand and consumer researcher for over 25 years, across categories, geographies and cultures.

My career has been spent working out what customers actually think, feel and want, which is rarely what they say in a survey. Half of that career was inside some of the world's leading research and brand consultancies, across FMCG, retail, technology and financial services. The other half was client side, leading insight at Reckitt Benckiser and Abbott Labs, so I know what it's like to sit on your side of the table.

In 2024 I rebuilt how I work around AI. Agents handle the repetitive heavy lifting, and the thinking time goes where it's needed. The work moves faster and covers more ground.

Now I help small and mid-sized businesses build that same capability for themselves. Understanding your customers stops being a report you buy once and becomes something you can do.

Lemon is named for a belief: the best work comes from a willingness to dare to imagine, to look past the obvious answer and the safe recommendation. It's on the logo because I mean it.