Flow for characterization of non-conventional reservoirs guided by tridimensional seismic. Case study of the upper Jurassic northeast of Mexico It is a review of the workflow developed for seismic-based unconventional reservoir characterization calibrated to formation evaluation results that outcome from well data. The sequence is supported by the experience acquired on exploratory type projects related to the most important source rock in Northeast Mexico. Some examples belonging to one the projects are presented along the presentation in order to ease the comprehension but keeping the general scope oriented to methodological aspects. The target level is the Upper Jurassic source rock of Pimienta Fm. equivalent to Haynesville Shale in USA. The workflow includes those methods used to derive attributes that allow to estimate the distribution, abundance and maturity of organic matter, to predict the susceptibility to fracture induction, to outline high pore pressure zones, to map natural fracture intensity and orientation and to provide an approximation of in-situ stress status. These attributes -that keep consistency with geological and petrophysical information- when properly interpreted should help to produce hydrocarbons efficiently from this very low perm formation now thought as an unconventional reservoir. The geoscientist workflow for this aims comprises the following basic steps: as Unconventional Formation Evaluation a) Geology and stratigraphy, b) Multimineral petrophysical evaluation, c) Fracture interpretation and geomechanics, d) Rock physics, as Seismic Analysis e) Full azimuth migration f) Seismic inversion and elastic analysis, g) Azimuthal inversion and as Integration, h) Stratigraphic model and i) Geomechanical model.