Francia Vallecillo


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.

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