director of insights

JP “Juan Pablo” Theberge has been in the advertising, marketing and consumer insights space for over two decades.  Stints at industry-leading shops, Goodby Silverstein and Foote Cone and Belding early in his career gave him a foundation in planning and advertising, working on iconic campaigns such as Got Milk? and the Pine-sol lady.  


Following his tenure at top San Francisco ad agencies, he became Vice President of Research and Insights leading the quantitative and qualitative Hispanic and Latin American efforts for one of the largest global market research firms in the world, Taylor Nelson Sofres, helping global Fortune 500 client better understand their consumer.


13 years ago, he started Cultural Edge when he realized that there was a need for deeper insights and a boutique approach to the Hispanic and cross-cultural research space.  Applying his ad agency background with his corporate research experience, he created an insights research firm unlike any other.  His team has grown and they’ve been doing great work ever since.


Of Argentine descent and having spent his childhood in Chile, Nicaragua, Argentina, Saudi Arabia and the US, he has a unique take on cultural context and has leveraged that experience into becoming one of the foremost experts in cross-cultural research.  He is multilingual (English, Spanish, French and Portuguese) and an accomplished photographer, triathlete, musician,  and works with disability sports organizations in his spare time.

jp theberge

VP, director of client services

Laurie Elliott has worked in the multicultural and Hispanic marketplace for over 2 decades, from the early days of the Spanish-language media boom to the sophisticated approaches now being employed in the marketplace to reach this consumer. Fully bilingual and with a longtime passion for the multicultural consumer, she brings a holistic and rigorous approach to working with client projects. Laurie consults with clients and leads project teams in helping uncover the key insights that help drive the business of Fortune 500 companies.

laurie elliott

VP, marketing / communications

With over 20 years experience in public relations and marketing communications, Gigi leads marketing efforts as well as advising on client projects from a PR, Marketing and Communications perspective.  She started her career in the fast-paced agency world with clients ranging from Chevron and 24 Hour Fitness to clothing manufacturers, hospitals and hotels.  She spent a number of years working in-house for high-end luxury hotels and later moved on to lead marketing, public relations and education efforts for the San Diego Humane Society and SPCA before joining Cultural Edge.  With a degree in Journalism from Boston University, she has extensive media relations experience and a unique appreciation for the power of words, language and delivery.

gigi bacon

paula, associate researcher

Paula brings her diverse and eclectic background to Cultural Edge. With a PhD in Latin American literature, Paula brings to Cultural Edge her experience in storytelling techniques, linguistics and cultural studies. She manages many of our qualitative projects as an associate and also as a junior moderator. She is our in-house linguistics expert and has conducted interdisciplinary research on Latin American pop culture, cultural migrations, and consumerism. Born in Argentina, she has lived in Buenos Aires, Paris, and several cities across the US including Madison, WI and San Diego CA.

anna, research analyst

Anna is a consummate team player and brings her 15+ years of corporate market research supplier-side background to the fast-pasted entrepreneurial action of the boutique research environment at Cultural Edge.  In addition to managing the nitty gritty of our quantitative projects she also pinch hits on qualitative research as well as a coordinator, interviewer and occasionally a moderator, when needed.  Born and raised in San Diego and being of Mexican descent, is fully bilingual and bicultural and brings cultural context to the work we do. Her unique personal and career background helps her contribute her unique perspective to our project teams.

liliana, video-ethnographer/analyst

Liliana is the leader of our ethno documentary team.  Born in Buenos Aires but raised in Queens, NY, Liliana is a talented documentary filmmaker and editor, combining her ethnography background, diverse bicultural upbringing and passion for filmmaking in her role at Cultural Edge. Early in her career she was embedded ethnographically documenting the Chiapas indigenous movement in Mexico. She has led the videography and editorial teams for Cultural Edge for over 10 years and understands what it takes to make the consumer feel at ease while at the same time capturing key moments to  obtain what clients want out of their ethnographic research: authenticity, insight and emotional connection.

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All photos on website are artwork provided by Cultural Edge staff and do not imply endorsement of products and/or services. They may not be used in whole or in part without express written permission from Cultural Edge Consulting.  © 2016 Copyright, Cultural Edge Consulting, Inc.

Unless otherwise noted, all photos on website or artwork were taken by Cultural Edge staff and do not imply endorsement of products and/or services. They may not be used in whole or in part without express written permission from Cultural Edge Consulting.  © 2016 Copyright, Cultural Edge Consulting, Inc.