LEXIA’s story began in 1995 with the founding of REDES by Manuel Rodriguez Woog (†) and CEO Guido Lara. Their shared passion for understanding and improving the social world inspired the creation of an independent project dedicated to generating meaningful insights and fostering positive change.
A decade later, Manuel and Guido chose separate professional paths but maintained their collaboration. Guido went on to pioneer qualitative research in Mexico, establishing LEXIA. The name was inspired by French semiologist Roland Barthes, who defined a lexia as a “reading unit” that uncovers meaning. This perfectly encapsulates LEXIA’s mission: to “read” human reality and deliver actionable insights.
In 1996, Guido earned a PhD in Communication Theory and Social Research Methods from the Complutense University of Madrid. Guided by the teachings of Spanish sociologist Jesús Ibáñez, he developed LEXIA’s methodological approach—a blend of analytical listening, theoretical grounding, and pragmatic vision tailored to client objectives.
Over the years, LEXIA has crafted proprietary tools rooted in robust methodologies to deeply understand people and provide actionable insights that offer clients a competitive edge. Even amidst the rapid evolution of technology, algorithms, and artificial intelligence, LEXIA remains steadfast in its commitment to being trusted advisors—connecting people with people
At LEXIA, we put “the human at the center” of everything we do, from our organizational culture to empathetically understanding the needs, desires, and fears of those who participate in our studies. This human-first philosophy informs the depth of our analysis and the actionable value of our insights.
Our strength lies in our team—a talented, multidisciplinary group that works together to analyze the contexts, cultural frameworks, and emotions shaping decisions. Led by Guido Lara and key partners like Vice President Laura Velamazán and Managing Partners Aline Ross, Karina Vega, and Rosario Zavala, LEXIA has grown into a collective project with a global reach.
Today, LEXIA is a team of over 70 collaborators, supported by the invaluable contributions of hundreds of professionals over the years. With nearly three decades of growth and success, we’re just getting started.
