Asís Arechavaleta Pintó

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Asís Arechavaleta Pintó

Research Experience: +11 Years

Public & Development Practice Director

With more than 25 years of strategic experience in commercial and market research areas, the last 15 years serving as Project Director, Public Opinion department or Director of Business Intelligence. Always at the regional level, as a good connoisseur of Latin American markets.

His areas of expertise include customer service, team leadership, project management, strategic consulting, business development, but mainly as head of research projects (quantitative and qualitative), specifically of public opinion (elections, candidate image, political situation. ), as well as human and social development (health, education, public policies, agriculture, finance). He is also an expert in sectors such as entertainment, restaurants, tourism, banking or logistics.

He has participated in various forums in the sector through conferences, panels, the media and sector groups.

Law degree from CEU San Pablo University, with an MBA from the School of Industrial Organization (EOI), both in Madrid (Spain).

 

Raúl Bonilla

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Raúl Bonilla

Research Experience: +11 Years

Account Director – Insights

Degree in Marketing and International Business, studied at the Central American Technological University (UNITEC), Honduras, with a Master’s Degree in Business Administration (MBA) with a focus on Strategic and Commercial Management from the Francisco de Vitoria University in Madrid and in Business Intelligence from the University from Barcelona, ​​Spain. In his years of experience in the research field, he has simultaneously managed and coordinated multiple studies in different countries of Central America and the Caribbean, allowing him to become familiar with the entire region. He specializes in managing global accounts, which exposes him to different learnings and trends seen in the world of research at an international level. He acts as Director of the Brands domain, supporting the work teams in the good practices of the Brand Strategy and Guidance part. He has handled a wide variety of quantitative studies, such as brand monitoring, advertising pre-test and post-test, brand health analysis, proofs of concept, presentation and taste; market penetration and volumetric studies. He also has vast experience in the qualitative world through tools such as in-depth interviews, group sessions for advertising pre-tests or packaging evaluation, as well as diagnosing brand health. In the advertising pre-test area, he has received various international trainings, including global institutions, such as the Advertising Research Foundation.

 

Antonietta Rauzzino

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Antonietta Rauzzino
Antonietta Rauzzino

SENIOR RESEARCH MANAGEMENT EXECUTIVE

Antonietta is a psychologist with a Master’s Degree in Consumer Psychology from the Konrad Lorenz University in Bogotá, Colombia. She has 4 years of experience in market research focused on consumer and audience behavior as well as media trends tracking aimed to brand strategy planning and development

Antonietta is also experienced in moderating focus groups, performing in-depth interviews and immersive ethnographies. Her result oriented attitude and business strategy vision derive from the combination between her academic training and market research experience.

 

Gloria Pérez

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Gloria Pérez
Gloria Pérez

SENIOR RESEARCH MANAGEMENT EXECUTIVE

Gloria has 10 years of experience in Market Research. Holds a degree in Marketing and International Business from Universidad Tecnológica Centro Americana (UNITEC), Honduras. Has a Masters’ Degree in Business Administration at Euncet Business School from Barcelona, Spain. Since the beginning in research she has specialized in conducting quantitative multi-country studies in different countries in Central America, the Caribbean and South America. She has a broad experience in quantitative and qualitative studies.

Within the quantitative area, she has mainly managed continuous brand tracking studies, brand health, usage and awareness, satisfaction, advertising evaluation, mystery shopper, public opinion, pre-testing of evaluations and adhocs in categories such as: feminine pads, tissue or toilet paper, incontinence products, baby diapers, pet food, food, banking, non- alcoholic beverages, telecoms, fast foods, among others.

In the qualitative area, she has experience in studies regarding in-depth and ethnographic interviews. Has been involved or in charge of in-depth interviews within management levels and in-home observations. Has extensive experience in qualitative studies regarding different methodologies, to deepen in different topics such as consumer habits and media, among others.

 

Luis Mejía

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Luis Mejía
Luis Mejía

Research Experience: 9+ Years

Senior Research Executive – Insights

He has a Bachelor’s Degree in Communication and Advertising and a Master’s Degree in Business Management, with a focus on International Trade, has more than 9 years of experience in the area of ​​communications and marketing, right now responsible for direct service to national and international clients, manages the coordination of various multi-country research projects, and is involved in all processes for each study being an active part of the analysis, review and monitoring of proposals and reports for different categories (beverages, food, banking, telephony, social, among others) .

Its main function is to ensure compliance with all the requirements of its projects, as well as the respective monitoring of its client portfolio. He has experience moderating Focus Groups and conducting specialized interviews for various categories at the regional level.

 

Mariela Jiménez Borrás

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Mariela Jiménez Borrás
Mariela Jiménez Borrás

SENIOR RESEARCH EXECUTIVE

With over 19 years of experience in quantitative and qualitative research. Her experience has been developed in social and market research. In the quantitative, she has managed studies in Central America and the Caribbean of brand tracking, product and concept tests, brand equity, CUAS, segmentation, continuous studies at points of sale, advertising performance and ad-hoc.

Mariela has experience in different categories: drinks and juices, banks , cleaning products, flours, tortillas, snacks, education, automobiles, personal care, supermarkets and public opinion.

She has a major degree of Universidad de Costa Rica and has a master degree in Political Economy of Universidad de Chile (scholarship by Inter-American Development Bank-BID)

 

Cristimaría Salgado

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Cristimaría Salgado

Research Experience: +18 Years

Senior Business ConsultantInsights

Degree in Marketing graduated from the first promotion of Marketing at the Technological University of Honduras and with a Master’s Degree in International Marketing from the Higher School of Marketing and Administration in Barcelona, ​​Spain.

He has more than 18 years of experience on the client side in the Commercial and Marketing area – building and developing strategies for leading brands in the national and international market with brand positioning development projects, market segmentation, creative platforms, advertising campaigns. and launch of new products, with a wide knowledge of analytical tools and solutions and market research and insight, both quantitative and qualitative.

 

Francia Vallecillo

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Francia Vallecillo
Francia Vallecillo

OPERATIONS MANAGER- INTERNATIONAL PROJECT MANAGEMENT

Francia has 6 years in Market Research, came to Mercaplan in 2013 as part of the Project Management team. Over the time, she came has coordinated multi-country qualitative and quantitative projects throughout the Central America and the Caribbean region.

Nowadays she leads the Project Management team, that is responsible for monitoring and executing international studies which are requested to Mercaplan.

As part of her quantitative experience, we can mention continuous brand tracking studies, brand equity, concept testings, evaluation of advertising campaigns as well as multiple ad-hocs. She has been involved in every detailed process, starting from survey applications, to quality assurance and data entry, which has granted her a better comprehension of the various processes involved in each project. This has also allowed her to work with different categories, such as alcoholic and non-alcoholic beverages, food, appliances, telecommunications, banking, health, and others.

Within her qualitative approach, she has been developing experience through various tools, such as focus groups, mystery shoppers, online blogs and in-depth interviews.

Francia has a Marketing Degree from UNICAH, San Pedro Sula. Currently, she is pursuing a MBA in Business Management from ADEN- International School of Business.

 

Lucía Gálvez

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Lucía Gálvez
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SENIOR RESEARCH EXECUTIVE

With over 12 years of experience in market research, Lucia has been involved in the design, coordination and analysis of research studies for many clients in the region. Her specialization is on brand equity studies and in the qualitative area she has an extensive experience moderating focus groups, applying in-depth interviews, and ethnographic studies.

She holds a degree in Psychology from Universidad Francisco Marroquin (UFM) in Guatemala.

 

Alexandra Uribe

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Alexandra Uribe

Alexandra

Research Experience: +20 Years

Account Director Insights

Degree in Marketing and Advertising from the Politécnico Gran Colombiano, (Bogotá, Colombia) with more than 15 years of experience in the design and implementation of quantitative and qualitative studies. Designs and participates in qualitative and quantitative studies in order to identify market opportunities for the launch and / or repositioning of new products or new brands in different economic sectors. She has led mass consumption, government and B2B projects. She has worked with important clients in the areas of media, technology, food, advertising and industries in the agricultural and industrial sectors, among others. Responsible for the qualitative division for the region and in charge of NeedScope ™, a leading global solution to create and manage compelling and profitable brands.

 

Daniel Ramos

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Daniel Ramos
Daniel Ramos

SENIOR RESEARCH DESIGN EXECUTIVE

Daniel has 3 years in Market Research. He has a Marketing and International Business degree from Universidad Tecnológica Centroamericana (UNITEC), and he is currently pursuing a Master’s Degree in Business Administration with a focus on marketing in the same university.

Since joining the agency, he has been involved in both quantitative and qualitative studies, in Central America and the Caribbean. On a quantitative level, he has worked on continuous tracking, Brand Equity, Brand Health, Pre and Post-Test Advertising and Concept Tests studies. At the qualitative level he has been involved in Concepts Test, Mystery Shoppers and Advertising Pre-test studies.

He has had the opportunity to work with different categories such as: alcoholic beverages, toilet paper, fast foods, pharmaceuticals, snacks, telecommunications and in studies for education, automotive, banking and services.

 

Paulo Carranza

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Paulo Carranza
Jorge Bueso

OPERATIONS MANAGER – DP, DT, IT, FW

Paulo holds a degree in Mathematics with a specialization in systems from Universidad Pedagógica Nacional de Colombia and a Master in Marketing from Universidad Francisco de Vitoria in Madrid, Spain.

He has more than 14 years of experience in market research, working with projects in the Andean region, Central America, and the Caribbean. He is in charge of data treatment and processing, as well as the Information Technology department. He uses the newest statistical, technological, and online tools for the benefits of our clients.

 

Carolina Guardado

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Carolina Guardado
Carolina Guardado

SENIOR RESEARCH DESIGN EXECUTIVE

Carolina has 4 years in Market Research. She has a degree in Marketing with honors from Universidad Dr. José Matías Delgado.

During her career, she has been in charge of the simultaneous management and coordination of multiple studies in different countries in Latin America, from Central America to South America. Carolina, has experience in the execution of quantitative studies (Brand Dynamics ™, pre-test and post-test advertising and Ad-Hoc) and also qualitative (Group sessions for evaluation of new concepts and Pre Link). She has been involved in the management of continuous studies that measure advertising effectiveness and much of his experience is concentrated in different categories of mass consumption, higher education, fast food and in the area of ​​alcoholic and non-alcoholic beverages.

She is the Local Expert for the Brand Performance Program solutions

 

Jeanny López

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Jeanny López
Jeanny López

Research Experience: 16 years

Research Design & Management Director – Insights

Degree in Marketing with a master’s degree in Business Administration with a focus on Marketing from the Francisco Vitoria University of Madrid. He leads a team of 35 executives, responsible for designing materials, coordinating projects and analyzing information to deliver actionable insights to clients. He has extensive experience coordinating multiple studies in Central America, South America and the Caribbean. Throughout his more than 14 years in the research industry, he has conducted focus groups, in-depth interviews, observations, ethnographic interviews, accompanied visits to the point of sale, home visits, all in order to observe the use , consumption and habits of different products ..

In the quantitative area, she has managed continuous brand tracking studies, product and concept tests, brand equity, CUAS, Market segmentation, corporate reputation, advertising performance and ad-hoc studies, all this for different categories such as: alcoholic beverages and non-alcoholic beverages. alcoholic, lotteries, banks, cleaning products, food, casinos, courier, education, cars, personal care, among others.

 

Christiane Rodríguez

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Christiane Rodríguez
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RESEARCH DESIGN MANAGER

Christiane holds a degree in Marketing and International Business from Universidad Tecnologica Centroamericana (UNITEC), Honduras. Her professional career has been mainly focused on research. She is currently studying an MBA with Aden Business School.

With over 6 years of experience in market research, Christiane has been responsible for managing and coordinating multiple and simultaneous studies in different countries in Central America and the Caribbean.

Christiane has conducted quantitative studies (monitoring, brand equity, pre-test and post-test advertising, volumetric, taste tests and ad-hoc) and qualitative studies (product testing, packaging evaluation, ad-hoc). She has developed a specialization with continuous brand tracking studies across multiple trainings.

 

Samuel Pineda

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Samuel Pineda
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Senior Research Design Executive

Samuel has 14 years in Market Research. He has a master’s degree in Business Intelligence from OBS / University of Barcelona and a master’s degree in Business Administration from the Technological University of Central America in Honduras. Since the beginning of his professional career, both in the academic and business environments, he has been closely linked to research.

He has specialized mainly in techniques of quantitative analysis, applied statistics and methodological design. Among the research areas in which he has worked, include: pre-test advertising studies, brand monitoring, brand equity research, consumer behavior, concept testing, customer and client satisfaction studies, market share and demand estimation, price analysis, corporate reputation, among others.

 

Claudia Interiano

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Claudia Interiano
01

OPERATIONS MANAGER
QUALITY ASSURANCE

With over 23 years in the business, Claudia has developed extensive experience in all processes related to research projects. Currently, she is responsible for monitoring the quality control process throughout the region.

Claudia has extensive experience in quantitative and qualitative research, both in commercial and social research. Within her quantitative executions, she also counts with an extensive experience in ad-hoc studies, concept tests, advertising evaluations, pre- and post-test advertising, and trackings. In the qualitative area, her expertise is in moderating focus groups concerning commercial and social content.

 

Carlos Licona

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Carlos Licona
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OPERATIONS DIRECTOR

Carlos has a degree in Business Administration from Universidad de San Pedro Sula (USAP) in Honduras and a MBA focused on Project Management from Universidad Politécnica de Catalunya in Barcelona, Spain. He has been part of the company since 2005 and currently performs as Fieldwork Operations Manager for Central America & the Caribbean. He also leads the Project Management team in charge of quoting and assisting international agencies seeking studies in the area.

 

María Fernanda Jurado

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María Fernanda Jurado

ACCOUNT MANAGER

She is a Sociologist with more than 8 years of experience in market and consumers behavior studies, who has managed projects with local and global clients. María Fernanda has experience in the design and implementation of qualitative research, using diverse techniques like in-depth interviews, focus groups, ethnographies, research through digital platforms, among others. She also has participated on quantitative project, offering strategic information to her clients about products development, advertising campaigns and political analysis through public opinion research. Has led research projects about consumer, laboratories, personal care and beauty and telecommunications.

 

Christian Andrés

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Christian Andrés

CLIENT MANAGEMENT & BUSINESS SOLUTIONS DIRECTOR

Christian has over 16 years of experience in the field of market research. He is responsible for the service to international clients for quantitative and qualitative solutions. Christian has been quoted in articles published in Estrategia y Negocios magazine and serves as a member of the editorial board of Mercados & Tendencias, as well as representative of ESOMAR – The World Association of Market Researchers. His areas of expertise include managing multi – country studies, organizational climate studies, and pluralized knowledge of categories and brands in the area of products and services.

 

Aurora Reyes

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Aurora Reyes
Aurora Reyes

REGIONAL QUALITY ASSURANCE COORDINATOR

Aurora is part of Mercaplan’s team since June 2001, initially joining the Fieldwork area and later on she joined the Quality Assurance department. Her main role is to ensure that each of the projects in the company meet all the requirements or validation processes. Additionally, she is in charge of auditing projects and innovating new validation processes and their proper standardization in different countries.

Currently, Aurora is studying a bachehlor in Business Administration degree from the Universidad de San Pedro Sula, Honduras.

 

Jorge Martín Frech

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Jorge Martín Frech

MANAGING DIRECTOR

With over 24 years of experience in quantitative and qualitative research, Jorge is responsible for leading the growth of the agency in Latin America and Caribbean. Locally he engages directly with the accounts and projects, something appreciated by all clients. Internationally, he remains active in supporting global initiatives, such as the various events of ESOMAR – World Association of Opinion and Marketing Research.

His areas of expertise include international business development, multinational coordination, and building of regional brands. Jorge holds a BA in Marketing from TEC de Monterrey and a MBA from the State University of New York.

 

Juan Saúl Gómez

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Juan Saúl Gómez

SENIOR EXECUTIVE DATA PROCESSING

Juan Saúl holds a degree in Computer Engineering from Universidad Tecnológica de Honduras (UTH), Honduras. His career in the company has been focused on the area of data capture and processing. He has over 16 years of experience in market research and also has been involved in managing multi – country studies.

 

Míriam Mestre

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Míriam Mestre

ACCOUNT MANAGER

Trained as an art director in Barcelona and with experience in advertising and marketing, Miriam provides a 360 ° view of our clients business, leading her to strategically analyze and recommend. It seeks to understand what consumers want and need so that our customers can provide it. Passionate about her work and committed to each project, observation and intuition help her discover and express relevant Insights for the client. With a long experience in the qualitative world, Miriam has moderated +1000 Focus Groups and has experience in conducting in-depth interviews, ethnographies, facilitating workshops and qualitative studies through digital platforms. He also has experience in multi-methodology and multi-country projects. He is currently leading the innovation team in the region. Míriam has a degree in Advertising and Public Relations from the Pompeu Fabra University, Barcelona; a certificate in Design Thinking from INCAE and is currently pursuing an MBA at ADEN.