Dr. Rocha González’s teaching work focuses primarily on marketing, consumer behaviours, social research methodologies, ethnographic focus in market research, qualitative and quantative methods, in-depth interviews and social network research.

He works as a consultant with small businesses with high growth potential. He is currently a board member and financial supervisor of the Grupo Internacional de Inversiones Monterrey, some of the projects he has overseen include Céntrika Residencias, Plaza Céntrika, Hotel Quinta Real Monterrey, Torre Dataflux, VAO Oficinas, SAQQARA, Atria, Liu Residences amongst others. He was also a consultant to Grupo IDM México, Mexico City.

He is a member of the American Anthropological Association, the International Society for Social Network Analysis, the Society for Cross-Cultural Research, and the Academy of Management. He is a founder member of the Society for Anthropological Sciences.

Dr. Rocha González has delivered courses at institutions such as the Pontificia Universidad Católica de Perú, the Universidad Autónoma de Nuevo León and the Instituto Mexicano del Seguro Social.