Francia Vallecillo

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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.

 

Cristimaría

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Cristimaría
09

SENIOR BUSINESS CONSULTANT

Cristimaría has a degree in Marketing graduated from the first promotion of Marketeers at the Universidad Tecnologica de Honduras and holds a Master on International Marketing from Escuela Superior de Marketing y Administracion in Barcelona, Spain. She has more than 18 years of experience on the client side in the Marketing and Commercial area – building and developing strategies for leading brands in the national and international market developing projects of brand positioning, market segmentation, creative platforms, advertising campaigns and launch of new products, with a wide knowledge of tools and market research solutions both quantitative and qualitative.

 

Lucía Gálvez

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Lucía Gálvez
06

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.

 

Raúl Bonilla

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Raúl Bonilla

ACCOUNT MANAGER

Raúl has a bachelor degree in Marketing & International Business from Universidad Tecnológica de Centroamérica (UNITEC), and with a Master in Business Administration (MBA) focusing in Strategic and Commercial Management from Universidad Francisco de Vitoria en Madrid, Spain

In his years of experience in the field research, he has managed and coordinated multiple studies simultaneously in different countries of Central America & The Caribbean, allowing him to become familiar with the region. He specializes in managing global accounts, which exposes him to different learnings and trends seen in the world of international research.

Raul has handled a wide variety of quantitative studies, such as brand tracking, advertising pre-test and post-test, brand health analysis, concept, label, and product test; market penetration, and volumetric studies. He also has a vast experience in qualitative with in depth interviews, advertising pre-test and package evaluation through focus groups, along with brand health diagnosis.

His expertise is in the area of pre-test advertising, with which he has received various trainings internationally, including global institutions such as the Advertising Research Foundation.

 

Alexandra Uribe

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Alexandra Uribe

Alexandra

ACCOUNT DIRECTOR

She has a degree in Marketing and Advertising from Politecnico Grancolombiano, (Bogota, Colombia) with over 15 years of experience in the design and implementation of quantitative and qualitative studies.

She has led fast moving consumer goods projects, government, and B2B. Alexandra has significant experience in media studies. She has worked with major clients in the areas of media, technology, food, and advertising.

She leads the qualitative business through the region, incorporating digital tools and solutions closer to the consumer.

 

Daniel Ramos

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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

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

RESEARCH DESIGN & MANAGEMENT DIRECTOR

07 Jeanny works in the company since 2005, aiming to develop and implement research studies. Her creativity and spontaneous personality lead her to be involved in different projects, especially those that require qualitative and advertising research, as well as others in communications. She is constantly updating her knowledge on brand positioning and communications.

She holds a Marketing degree from Universidad Católica de Honduras and a Masters in Business Administration with a focus in Marketing from Universidad Francisco de Vitoria in Madrid, Spain.

 

Christiane Rodríguez

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Christiane Rodríguez
10

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
09

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
12

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

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.

 

Jesica Ferreira

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Jesica Ferreira
06

SENIOR RESEARCH EXECUTIVE

Jesica has over 8 years of experience in the area of research. She has a bachelor’s degree in Sociology from the Universidad Central de Venezuela (UCV), and doctorate in Social Sciences from the same University.

Jesica has experience both from the client side as well as from the agency side in the research area. She has managed and coordinated multi-country studies in Central and South America, executing qualitative and quantitative studies. In qualitative studies, she has experience in moderating focus groups, in-depth interviews, shop-alongs, ethnographic studies, in-home observations, among others. While in quantitative studies, she has developed studies to measure brand health, brand / product monitoring, usage and consumption (U & A), market segmentation, concept/products test, advertising evaluation, corporate reputation and Ad-hocs studies for different categories.

 

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
06

SENIOR RESEARCH EXECUTIVE



Trained as an art director in Barcelona, and with a background in advertising and marketing management, Miriam brings an unflagging curiosity and marketing mindset to her work; Miriam is dedicated to understanding what people want and need, and making sure they get it. She is an “Out of the box” thinker who sees the world from many angles and brings a unique combination of creative inspiration and analytical rigor to life. She is optimistic, outgoing and creative. Very passionate about her work and committed with every single project, observation and intuition help her uncover and express compelling insights for the client.

In the qualitative world Miriam has moderated +100 focus group and has experience conducting in-depth interviews, ethnographies and studies through digital platforms. Her expertise revolves around the development of exploratory studies, advertising pre-test, product testing, workshop facilitation and others.

She has worked with TOP clients such as Henkel, Nestlé, SCA, SabMiller, Bayer, Nissan, Cargill, Vueling, Diageo, Unilever or Shell Oil to mention some…

She has a major degree in Advertising and Public Relations at Universitat Pompeu Fabra in Barcelona and has a master degree in Art Direction and Integrated Creativity. Her passion for art made her go for another major degree in Art History which is currently pursuing at UNED.

 

Francisco Werner

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Francisco Werner
06

SENIOR RESEARCH EXECUTIVE

Francisco holds a BA in Marketing from José Matías Delgado University of El Salvador and a postgraduate degree in International Trade from JICA / Tokyo International Center in Tokyo, Japan. With more than 8 years of experience in the sector, he has conducted quantitative and qualitative research for consumer products, government entities, NGOs, among others about International Trade and Brand Development.