EW #13694 brings over 25 years experience to his clients. Publisher of Ask San Diego Report-2001, Ask Tijuana Report-2002, Ask San Diego Hispanic Media Report-2002, Ask Hispanic Teens Report 2003, Ask Hispanics Media Preference Report 2003. Ask U.S. Hispanic Media Preference Report 2004.

EW #13694specializes in the Hispanic/Latino market in the United States and Latin America. He has conducted thousands of studies among Hispanic/Latinos on: Assimilation, Acculturation, Cultural Differences among Hispanic/Latinos and various sub-cultures such as Puerto Rican, Central American, Cuban, Mexican, Chilean, Argentinean, Venezuelan, Peruvian, Colombian, Ecuadorian and many more.

EW #13694has developed a Level of Acculturation model to identify the level of acculturation of the Hispanic/Latino population in the United States. During the development of this model, thousands of people were interviewed to identify cultural differences among Americans, Hispanic/Latinos and the various sub-groups which comprise the Hispanic/Latino. These cultural differences, and similarities were identified to understand consumer behavior and social behavior.

EW #13694 experience qualified him as an Expert Witness in a legal case (CIV CASE NO. 02-CIV-4890) in February 2003. He provided his professional consulting and expert testimony services on consumer behavior of Hispanic/Latinos and the cultural implications in dealing with Americans.

EW #13694holds several seminars annually and is a highly regarded speaker, moderator and researcher on issues related to the Hispanic/Latino population including demographics, psychographics, level of acculturation, assimilation and cultural implications.

Education

As a further enhancement to the Bachelor degree he earned in Business Administration from the University Inca Garcilazo de la Vega of Lima, Peru, in 1975, EW #13694 pursued post graduate studies at the University of Lima, Escuela Superior de Administracion de Negocios of Lima, Peru and the University of Reno, Nevada. His past graduate work includes courses in Marketing Research, Consumer Psychology, Public Relations and Investments. EW #13694has participated in seminars across the nation on subjects related to the Hispanic population and the cultural similarities and differences between Americans and Hispanic/Latinos.


Work Experience

EW #13694 brings to MR&A the added dimension of his own bicultural perspective. Prior to founding MR&A, joined MDI as a Director of Operations, conducting studies in the U.S., and Latin America. Prior to MDI, was employed at NFO Research as Sr. Operation Manager in 1990, managing the Hispanic Research Center located in San Diego, California. He provided marketing guidance to over 50 account executives nationwide on proposal development, selection of methodology, input on cultural implications on final reports and presentations of findings. He has managed 85 people in the Hispanic Research Center facility/40 CATI stations which included office managers, supervisors, team leaders, and compiled an Index of Acculturation/Assimilation among the Hispanic population in the U.S.

Prior to NFO Research, was an Executive Vice President for Analysis Research Limited, a marketing research firm conducting studies since 1969. From 1978 to 1988, was involved as a Regional Manager, in charge of sales and promotions of financial services, insurance, and financial planning for the largest fraternal organization in the world, The Independent Order of Foresters.

EW #13694began his marketing research career in 1975 at Alegre & Associados, International Corporation, located in Lima, Peru, with operations in several South American countries as a Director of Operations, Sales and Promotions.

EW #13694is renowned for maintaining the highest levels of quality by applying American standards to each and every project on an international scope. As a Hispanic Focus Group moderator, he has conducted hundreds of focus groups with vast experience in dealing with Mexican, Puerto Rican, Cuban, Central and South American populations, and has supervised hundreds of thousands of personal interviews. He has conducted field work in Latin America since 1975 and has spent the last decade headquartered in the U.S. giving him critical insights into sensitive differences in cultures and social classes of the Latin America consumer, living in the U.S., and abroad. MR&A has supervisors in Mexico, Argentina, Chile, Brazil, Peru, Ecuador, Bolivia, Colombia, Venezuela, Guatemala and Costa Rica.

Associations

EW #13694is an active member of the Marketing Research Association, Inc., The American Marketing Association, San Diego Hispanic Chamber of Commerce, Qualitative Research Consulting Association, and is a Board Member at the University of San Diego for the Hispanic Family Business Council.

Publications

EW #13694Research & Associates has sponsored and published six quantitative reports focusing on the Hispanic market:

Ask U.S. Hispanics Media Preference Study 2004. Identifies general demographics, psychographics, introducing a new segmentation model on Level of Financial Stability (LOFS) and media preference among Hispanic consumers nationwide. Sample n=1001

Ask Hispanics Media Preference, San Diego 2003. Identifies media preference among Hispanic consumers of San Diego County and demographics/psychographics. Sample n=1023

Ask Hispanic Teens San Diego 2003: Identifies numerous aspects of Hispanic teen demographics and psychographics that make this population a particularly challenging segment of the market. This compelling report also identifies Hispanic Teens Level of Acculturation/Assimilation (LOA). Sample n=462

Ask San Diego Hispanic Media Report 2002: Identifies media preference among Hispanic consumers and their Level of Acculturation/Assimilation (LOA). Sample n=678

Ask Tijuana Report 2002: Identifies the consumer profile of Tijuana residents that cross the border and spend about $2.5 Billion dollars in San Diego. Sample n=450

Ask San Diego Report 2001: Identifies similarities and differences in attitude and usage of products and services between Hispanic and Non-Hispanics. Sample n=454