Carlos Villanueva

Carlos joined the Institute as a Summer Vacation Scholar and later became a Marketing Scientist in 2023. Carlos' key areas of interest are Limited Time Offers and Category Growth. His research focuses on understanding buyer behaviour in response to Limited Time Offers. Carlos is also actively researching the conditions for category growth for brands.

Carlos is involved in a range of research projects, including Laws of Growth, Category Deep Dives, and Knowledge Audits across categories such as FMCG, durables, and services.