Alfredo Troncoso is director of the semiotics division at de la Riva, one of the top three quant & qual research companies working from Mexico. For the last 20 years, he has primarily worked for F&B brands in beer (Corona, Victoria, Modelo, etc.), spirits (Tequila Cuervo, Mezcal 400 Conejos), chips (Takis, Chip’s), yogurt and water (Danone) as well as media companies like Televisa. Semiotic projects combine discourse and narrative analysis with ongoing cultural insight drawn from research in association with de la Riva's own ethnographic capabilities. This has led to a growing expertise in comparative semiotics and cultural insights for the LATAM region as a whole. Alfredo has also taught Greek philosophy, rhetoric and semiotics at universities including UNAM, Tec de Monterrey and Universidad de Querétaro. His most recent publication, La X de México (The X in Mexico), was co-authored with Gabriela de la Riva in 2018.