Over the last 15 years, we’ve moderated more than 1,100 Focus Groups across the Americas.
We’ve local and international experience; working in the United States, Mexico, across Central and South America, and China.
Projects included: advertising testing, concept testing, product testing, brand stretch, market opportunity assessment, attitudes and usage, and label testing.
We relate to Hispanics – acculturated and unacculturated, African Americans, and the US Demographic.
Real insight comes from assessing qualitative data through a first person experience of the culture of the demographic. Maria Parra, CEO of Ingenium Research was born and raised in Bogota, Colombia. With sixteen years qualitative research experience in the Americas and the United States, Maria leads a team with deep experience in multicultural research
We use a variety of techniques selecting the most appropriate to fulfill our client’s inquiry.
Among the techniques we employ are: ethnographic, expert, and in-depth interviews, focus groups, shop-alongs, and in-home interviews.
Broad Spectrum Demographics
Our moderators understand the boardroom and the kitchen; professionals and children.
Among the Segments / Demographics we’ve worked with are Senior Executives, Decision Makers, Physicians, Moms, Kids, Teens, Seniors and shoppers.
CEO/Hispanic Research Consultant
Maria is the founder of Ingenium Research Boutique. She was born and raised in Bogota, Colombia, where she received her B.A. in Psychology and post graduate degree in Strategic Marketing. In the US , Maria completed “Advanced Moderator” training at RIVA, Washington D.C, and “Tools and Techniques of Data Analysis” training at Burke Institute, New York City.
A seasoned marketing research professional – fully bilingual with Spanish as her first language – Maria has specialized in qualitative methods and Hispanic & Latin American markets.
Maria has 16 years of experience conducting research in the US, Colombia, Mexico, Ecuador, Peru, Argentina, Chile, and Brazil. During her career she has served clients such as Wells Fargo, Discovery en Espanol, PepsiCo, Blue Cross Blue Shield, Church & Dwight, Starbucks, Best Buy, Procter & Gamble, Frito-Lay, Clorox, Nestlé, British American Tobacco, Diageo, Bimbo, among others.
Maria has conducted a wide variety of projects including advertising testing, concept testing, brand stretch, market opportunity assessment, product testing, attitudes and usage, label testing, etc.
Maria and her team are among the most sought after in the Hispanic research arena.
Laura was born and raised in Bogota, Colombia. She is a degreed Psychologist specializing in Strategic Marketing, with a Master’s degree in Market Research and Consumer Behavior from IE Business School (Madrid).
With over ten years of experience helping clients in different countries achieve brand success, Laura is able to quickly develop deep understanding, diagnose and strategize solutions, and drive decision making to improve the consumer experience. Laura employs global trends analysis and conducts primary and secondary research using the latest analytical tools and data mining. She has broad experience in qualitative and quantitative methodologies and consultancy, collaborating with and presenting to Marketing teams, R&D and C-level. Among her several skills, Laura is known for outstanding reporting, combining deep analysis with powerful visual tools, including infographics, videos and prototyping.
Laura worked for Millward, Brown and Quala, where she conducted hundreds of studies in more than ten countries in the Americas Region, developing strong creativity, adaptation and teamwork skills. She has vast experience in qualitative research techniques including in-depth interviews and focus group studies on an array of topics.
Laura brings experience working with brands across several industries, among them – consumer packaged goods, pharmaceutical products and financial services. Her list of notable clients includes Unilever, Nokia, Ferrero, Shell, Merck and Novartis.
Laura is bilingual (English/Spanish) and has studied and lived in five different countries. Laura is driven by intellectual challenge, fast paced environments and bright people.
Catalina was born and raised in Bogota, Colombia, where she received her B.A. in Psychology and post graduate degree in Strategic Marketing. She has 15 years of experience conducting research.
She is Spanish bilingual and specialized in qualitative approaches especially in Hispanic markets.
As an accomplished market researcher and consumer psychologist, Catalina has led research programs both in the USA and Latin America for diverse categories such as food and beverage, media, cigarettes, cars, beauty products, banking and financial services, Internet, telecommunications, and governmental organizations. Some of the clients that Catalina has worked for include General Mills, PepsiCo, Wells Fargo, Pfizer, Phillip Morris, Procter & Gamble, among others.
Her experience includes the responsibility for the entire aspects of projects (identifying observational market research needs/objectives, designing research methodology, developing questionnaires, surveys and discussion guides, coordinating research stimuli, implementing and analyzing research and reporting on findings).
The types of studies Catalina has conducted include advertising testing (pre-test and post-test), concept testing, new product development, consumer trends, media ethnology, brand image and brand equity.
Juliana was born and raised in Bucaramanga, Colombia. She has her B.A in Psychology and a Masters degree in Psychoanalysis. She has 15 years of experience conducting research.
As a Spanish bilingual research consultant she is specialized in qualitative and quantitative methods particularly in Hispanic and Latin American markets.
Juliana has a strong international international experience executing projects in Latin and North American countries such as: México, Venezuela, Ecuador, Peru, Chile, Argentina, Brazil, and USA with Hispanic audiences.
Some of the clients Juliana has worked for both in the USA and in Latin America include: Procter & Gamble, Kimberly Clark, The Coca Cola Company, General Mills, Unilever, Kimberly Clark, Johnson & Johnson, Kraft, Mead Johnson, Diageo, Frito-Lay, Clorox, Nestlé, British American Tobacco, Baxter, Cemex, Janssen-Cilag, Yahoo!; and Latin American companies such as Colombina, Alianza Team, Orbitel, TV Cable and Avianca.
The types of studies Juliana has conducted include advertising testing (pre-test and post-test), concept testing, new product development, consumer trends, media ethnology, brand image and brand equity.
Services and Resource Team
Field Management and Project Coordinator
Fiama Nehme was born in Venezuela and moved to Australia where she completed her tertiary education receiving a B.A in International Business and Marketing. She has more than 10 years in the marketing research realm, with great ability to direct and coordinate all aspect of the research process collaborating with clients developing research studies both in the United State and Latin America.
Her extensive years of experience have allowed her to recognize the best methodologies for coordinating both quantitative and qualitative research studies, leading clients to understand the multicultural consumer market.
Her biculturalism and bilingualism is a platform to break language and culture barrier, guaranteeing client’s research study success by opening their path to multicultural consumers’ perspectives in order to develop and sustain successful brands.
Video Production Consultant
Santiago has specialized on editing videos since 2005. Along the way, he has collaborated in the edition and sound tracks of independent films (Carrusel la Pelicula, Bolaetrapo and Blue Family), and advertising ads in Colombia, including Coca Cola, Renault, Visa, Kokoriko, among others.
Santiago joined Ingenium in 2012 and currently supports the edition of videos in-house. He is an expert in finding the most relevant insights captured from fieldwork and creating impactful video reports that may include English subtitles for clients that are not fluent in Spanish and even sound track if needed.
Santiago also brings the capability to create DVDs from groups or interviews with dual audio track so users can toggle back-and-forth between Native-language and English translator’s audio, which is a another service that Ingenium can offer in-house. Santiago’s background and heritage allow Ingenium to offer clients a culturally unique product.