Senior Qualitative Director
150 N. Michigan Ave., 34th Floor, Chicago, IL 60601
Ana is a Senior Qualitative Director who joined C+R in 2021. She manages research initiatives across industries and consumer segments.
She also supports CultureBeat, the multicultural division of C+R Research, where she works on research initiatives emphasizing the U.S. Hispanic consumer.
Ana has 20 years of experience with particular strengths conducting primary qualitative research, identifying consumer insights, and translating insights into actionable strategies.
She previously worked for Coca-Cola, Heineken, Miller Coors, and Univision in various marketing and consumer insights roles. She also served as the founder of Sapience Consumer Insights, an independent market research firm. In this role, she led qualitative research projects for brands like Univision, HBO, Verizon, Home Depot, PepsiCo, Shake Shack, and other leading consumer trademarks.
As a bicultural and bilingual independent researcher, she has addressed the pain points and data needs she witnessed while on the client-side. Ana’s breadth of expertise includes concept, product, and ad testing, new product development, food research, and brand positioning studies for clients across various industries targeting the General population and the Hispanic market.
Speeches & Topics
The multicultural opportunity: Dos and Donts
Where to start targeting Multicultural consumers
The US Latino/Hispanic consumer
Differences among Hispanics by acculturation level
The role of Heritage brands and their evolution over the years