After several years in fashion design, Isabel decided to make the most of her psychology degree by becoming a qualitative market researcher. After initiating her career in Tiempo BDDO, she joined Spanish Market Research Trends (SMART) in 1993 where she has specialised in leading-edge youth advertising and product research. Through her specialisation with this target group she has become an expert in all aspects of leading-edge youth culture, from fashion, music, drugs, sports to sociopolitical tendencies.

Based in Barcelona, her weekends are divided between the mountains and her beloved Costa Brava and not surprisingly she sports an enviable perma-tan.