The Swiss Formula
Federal Department of Foreign Affairs (FDFA) · Switzerland
Keynote and training on cultural analytics applied to Swiss public diplomacy.
Interlaken, CH
Keynotes · from Mexico to Switzerland
From Geneva to Mexico City: rooms that learned to see their tribe.
Since 2012, Alex has taken his thesis to 29 documented stages in 7 countries — the UN, UNESCO, the Swiss government, Google, Coca-Cola, Daimler. The moment he chases is always the same: the audience recognizing itself in its own data.
29
documented stages
7
countries, on three continents
14
years on stage
3
working languages
Every stage is a different sky. The way of tracing, the same.
A full room is the thesis proving itself live.
Timeline
Fourteen years of stages, filterable by theme.
Every entry comes from the official record: institution, city and purpose. Filter by theme or walk the full list — it is complete, uncut.
AI for Good — Synthetic Consumers
UN / ITU
Keynote on synthetic consumers and their applications in market research.
Geneva, CH
Tribus sin territorio: un nuevo modelo de segmentación
Coca-Cola de México
Why knowing consumer tribes produces more connective, relevant brands.
Mexico City, MX
Science and Technology Forum
Mexican Ministry of Foreign Affairs · invited by the Embassy of Switzerland
Case study: the Mexican firm transferring technology to Switzerland.
Mexico City, MX
Identidades Algorítmicas — Bienal Teológica
Universidad Pontificia de México
Algorithms as mechanisms of cultural mediation.
Mexico City, MX
An Anthropologic Approach to the Digital Culture of Latin-American Audiences
Presence Switzerland · DFAE — Social Media Seminar
How to find new audiences, for Swiss embassies across Ibero-America.
Bogotá, CO
Generation Z
Google LATAM · Museo Nacional de Antropología
Digital tribes and young audiences, before Google Latin America’s VPs.
Mexico City, MX
The Construction of Social Identities in Social Networks
Michigan State University
Academic lecture on consumer tribes and commercial communication planning.
Michigan, US
Pour une compréhension humaine plus approfondie à l’ère numérique
UNESCO
How digital anthropology opens possibilities for a more ethical, inclusive world.
Paris, FR
Réseaux du luxe en Suisse
Antropomedia Switzerland
Keynote for Swiss luxury manufacturers on their networks and their tribes.
Neuchâtel, CH
Generación Z desde su propia voz
Warner Bros. Discovery
Gen Z tribes and their identities on TikTok and other social media.
Mexico City, MX
The Future of Business
Universidad Rafael Landívar
The future of business seen through the behavior of digital tribes.
Guatemala City, GT
IIeX LATAM
Insight Innovation Exchange
Lessons compiled after seven years analyzing digital tribes.
Santiago, CL
Customer Services Business Forum
Daimler · Mercedes-Benz
Digital anthropology applied to improving customer experience.
Centro Dinámico Pegaso, MX
Polaris & Indian Motorcycles University
Polaris · Indian Motorcycles
The digital tribes of the ATV and urban motorcycling segment.
Puebla, MX
The Executive
Tecnológico de Monterrey campus León
Entrepreneurship in unconventional segments.
León, MX
Marketing y antropología digital aplicada a museos
Tercer Foro de Museos · Museo de las Artes UDG
How museums can read and convene their own tribes.
Guadalajara, MX
4ª Edición Fashion & Marketing
Cámara de Joyería (CIBJO)
Opening keynote on digital tribes in the jewelry sector: 500 people live, streamed to five countries.
Guadalajara, MX
Marketing Digital y Tribus Digitales
Mercedes-Benz México · Daimler
Workshop series for Daimler México and every Mercedes-Benz dealer in the country.
Mexico City, MX
Workshop de Antropología Digital
Young Marketing CoLabs
Workshop for marketing executives from Colombian companies.
Bogotá, CO
Congreso Internacional de Liderazgo Anáhuac
Universidad Anáhuac Norte · 50th Anniversary
Business strategies grounded in digital anthropology, for the student community.
Mexico City, MX
Marketing online y antropología digital
Essity · Saba, Regio & Tena
Workshop for the marketing leadership and the brand managers.
Mexico City, MX
Comportamiento humano en Internet
Embassy of Spain · AECID · OIJ
For Ibero-American youth in social and technological innovation programs.
Cartagena, CO
1st Digital Marketing Summit
Grupo Bimbo
Digital anthropology applied to R&D, for the group’s marketing managers.
Mexico City, MX
Loyalty Summit de Ampersand
Grupo Posadas
Online consumer loyalty, for the hotel group’s clients.
Cancún, MX
Investigación de mercados online
EGADE Business School · Tec de Monterrey
For students of the Master’s in Marketing.
Monterrey, MX
Detección de oportunidades de negocio en Internet
Asociación Mexicana de Franquicias
Keynote for the association’s members.
Mexico City, MX
Social Media & Mobile Marketing Innovation Lab
Tec de Monterrey campus Santa Fe
Digital tribes and mobile market research, before brand managers from Ford, Penguin Random House and Coca-Cola.
Mexico City, MX
Congreso Internacional Transmedia Red2
Tec de Monterrey campus Guadalajara
Transmedia communication strategies, at the second edition of Congreso Red.
Guadalajara, MX
Topics
Four talks, one thesis.
The tribe behind the metric
The flagship keynote. What dashboards stop seeing — and how digital anthropology gives beliefs, rituals and belongings back to the figures.
Digital anthropology for brands
The Antropomedia method told through casework: how organizations like Mercedes-Benz, Starbucks and Hermès moved from measuring audiences to understanding people.
Tribes of luxury
The Swiss specialty: how networks and rituals form around luxury goods — from watchmaking to jewelry.
Synthetic consumers & AI
The frontier presented at the UN: what simulated audiences can — and cannot — say about real people.
Every talk adapts to the venue: Spanish first, English or French when the room asks for it.
For the program
Bio and headshot, print-ready.
Program bio
Alejandro Servin Arroyo is Managing Partner and Co-Founder of Antropomedia, a Mexican-Swiss consultancy he helped launch in 2011 with operations across Latin America and Europe. His work bridges social sciences and data sciences, applying digital anthropology to decode how communities, identities, and consumer tribes form, evolve, and influence markets in the digital age.
The full biography lives in About me.
Introduction script
"Alex Servin is Managing Partner and co-founder of Antropomedia, the applied digital-anthropology firm. He turns social data into human meaning for brands like Mercedes-Benz, Starbucks and Hermès. Tonight he will introduce us to the people behind our metrics."
Surname pronunciation: ser-VEEN.
Materials
Reel, PDF kit and technical rider, available on request: info@servin.ch.
Selected stages
29 stages; here are a few.
