Asenath Marchena

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Asenath Marchena
Asenath Marchena

SENIOR RESEARCH DESIGN EXECUTIVE

Asenath has a degree in Marketing from the Tecnológico de Costa Rica. She began his career in market research in Mercaplan and, since then, he has developed multi-country studies both qualitatively and quantitatively in Central America and the Caribbean.

In the quantitative field, Asenath has been involved from the coordination, development of material and analysis of studies, mainly Brand Health, concept and product test, advertising evaluation, U&A studies, among others. In the qualitative field, she has moderated in-depth interviews and, executed and analyzed studies of concept evaluation, awareness and usage of the category and advertising pre-testing. The above, mainly within the categories of alcoholic and non-alcoholic beverages, retail, food, personal care, banking, telecommunication and construction.

She is currently Local Expert for the region in Innovation Solutions.

 

Estrella Perez

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Estrella Perez
Estrella Perez

SENIOR RESEARCH EXECUTIVE

Estrella has an academic background oriented to the area of ​​marketing and psychology with a Bachelor’s degree in Marketing and a minor in Psychology from the University of the Ozarks in Arkansas, United States and a Master’s degree in International Business from the Next International Business University. School in Madrid, Spain.

She has management and coordination experience in qualitative and quantitative studies in Central America and the Caribbean. In the qualitative world she has vast experience in focus group moderation, in-depth interviews, ethnographic studies, among others. And in the quantitative one she has developed brand health studies, use and consumption, concept / product test, advertising evaluation and adhoc studies for different categories.

She has led projects for different sectors such as mass consumption, telecommunications, alcoholic beverages, financial area, insurance, automotive sector, health, etc.

 

Asís Arechavaleta Pintó

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Asís Arechavaleta Pintó
Asís Arechavaleta Pintó

DIRECTOR, PUBLIC & DEVELOPMENT PRACTICE

Over 20 years of strategic experience in commercial & market research areas; the last 14 years worked as Project Director, Public Opinion department or Business Intelligence Director.

His areas of expertise include client service, team leadership, strategic consultancy, business development, but mainly as responsible of research studies (both quantitative & qualitative), specifically of public opinion (elections, candidates brand image, political situation, etc.…), as well as human & social development (health, education, public policies, agriculture, finance, etc.…).

He has participated in various forums through conferences, panels, media, sector groups & associations, etc…

Asís has a Law degree from Universidad CEU San Pablo, with an MBA from Escuela de Organización Industrial (EOI) both in Madrid.

 

Jordán Ruiz

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Jordán Ruiz
Jordán Ruiz

SENIOR RESEARCH EXECUTIVE

Jordan has a Bachelor´s degree in Marketing from Universidad Latina de Panamá and a Master´s Degree in Experience Design and Gamification from The Innovation and Entrepreneurship Business School of Barcelona, Spain.

Jordan also has 15 years of experience in the advertising industry as a strategic planner and creative director working with multinational brands and helping them to develop integrated marketing communications strategies.

 

Esteffany Arita

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Esteffany Arita
Esteffany Arita

SENIOR RESEARCH EXECUTIVE

Esteffany has a bachelor degree in International Marketing from Universidad de El Salvador (UES), a postgraduate degree in Digital Marketing from Universidad Sergio Arboleda, Colombia, along with ISEADE-FEPADE. With studies in Project Management focused on PMI and Scrum Agile from Universidad Dr. José Matías Delgado (UJMD), and studies in Project Formulation and Evaluation from Universidad de JAEN (UJAEN), Spain, along with Universidad de El Salvador (UES).

With more than 8 years of experience in market research, brand management and business strategy development; from a market research perspective, she has managed and coordinated different studies around Central America, the Caribbean and South America, both quantitative and qualitative. Regarding quantitative methodology, she has coordinated studies such as tracking, brand monitoring, brand equity, satisfaction studies, advertising pre-test and post-test, and concept test, among others. In terms of qualitative studies, she has experience conducting mystery shopping studies, focus groups, in-depth interviews and others.

She has worked with different industries of mass consumption, fast food, financial sector, alcoholic and non-alcoholic beverages, telecommunication and supermarkets, approaching both end consumers and B2B targets.

Esteffany currently leads the Neuroscience unit for Central America and the Caribbean, supporting customers collecting insights and facilitating decision making process. Languages: Spanish, English and Italian.

 

Raúl Bonilla

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Raúl Bonilla

ACCOUNT DIRECTOR

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.

 

Jorge Quesada Sesin

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Jorge Quesada Sesin
Jorge Quesada Sesin

SENIOR RESEARCH DESIGN EXECUTIVE

Trained as a communicator, and with experience in marketing departments and advertising agencies, Jorge integrates creativity, communication and market research to provide suitable solutions to the needs of our clients.

In the quantitative field, Jorge has designed and executed multiple brand health and advertising evaluation studies in the categories of alcoholic and non-alcoholic beverages, home and personal care, education, pharmaceutical products and retail. In the qualitative realm, Jorge has experience moderating focus groups, conducting in-depth interviews, observations, home visits for transnational companies in a wide range of categories.

Jorge currently leads the Search & Social Listening unit for Central America and the Caribbean, helping our clients discover insights, strengthen digital communities and guide their market efforts through multiple channels. He has a degree in Advertising with an Emphasis in Multimedia Production from the Latin American University of Science and Technology, ULACIT, and has a Master’s Certificate in Music Production and Technology from Berklee College of Music.

 

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.

 

Gabriel Trochez

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Gabriel Trochez
Gabriel Trochez

SENIOR RESEARCH MANAGEMENT EXECUTIVE

Gabriel has a bachelor degree in Industrial and Business Administration from the Technological University of Central America (UNITEC).

Throughout his career, he has been in charge of simultaneous coordination and management of multiple studies within Latin America from Argentina, Paraguay and Chile through all CAM. Gabriel has experience in the execution of quantitative studies such as: Brand Dynamics™, Brand Health, Product taste, Segmentation, Conjoints, and qualitative studies such as : Package Evaluation, Concept Evaluation, In-depth Interviews, Ethnographies/ Immersions, and Desk Research.

Its coordination and involvement seeks to guarantee the quality of all operational processes to ensure the our fieldwork process, validation, coding and data processing. Gabriel has also been involved in the coordination Social Impact studies within media perception and outreach centers in Honduras.

 

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

SENIOR RESEARCH EXECUTIVE

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 8 years of experience in the area of communications and marketing, now responsible for the direct attention to national and international clients , he manages the coordination of various multi-country research projects, and is involved in all the processes for each study, being an active part of the analysis, review and monitoring of proposals and reports for different categories (health, food, social, banking, telephony, drinks, construction, among others).

Luis’s main function is to ensure that all requirements, delivery dates and other implications of the qualitative and/ or quantitative studies are fully met. He has experience moderating Focus Groups and conducting specialized interviews for various categories at a 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
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.

 

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
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.

 

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
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 DESIGN & MANAGEMENT DIRECTOR

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
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

ACCOUNT MANAGER



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.