Verónica grew up in the south of Spain to an American artist mom and a Spanish bullfighter dad. Curious and fascinated by cultural differences and similarities she graduated in Social and Cultural Anthropology by the University of Granada. Her research project there analysed doctor-patient relations in Planned Parenthood offices. She then enrolled in a Master in Research and Rational Use of Medicines by the University of Valencia. Since then she has had experience working in the public and private sector – both nationally and internationally – focusing on diverse consumption issues. She is co-founder of Antropología 2.0 and co-convenor of EASA Applied Anthropology Network.