Verónica Reyero is a business anthropologist based in Valencia, Spain. She graduated in Social and Cultural Anthropology from the University of Granada and holds a Master’s degree in Rational Use of Medicines from the University of Valencia. As a researcher, Veronica has worked both in public and private organizations in national and international projects for various sectors including health, food, technology, and Real Estate. Verónica is one of the founding partners of Antropología 2.0, a pioneering agency in applying an anthropological understanding to business challenges. Reyero is also a convener of the Applied Anthropology Network of the European Association of Social Anthropologists (EASA).