Martha Rivera, Hispanic Research Specialist
FOCUS GROUPS – ETHNOGRAPHIES –IDIs – USER EXPERIENCE TESTING
With a career spanning more than 20 years, Martha is a well-respected Spanish-language moderator and qualitative researcher within domestic and international markets. She is known for her ability to create a culturally relevant atmosphere that relaxes and instills confidence in the Hispanic research participants, so they effectively contribute to achieve research objectives. Martha’s energetic style makes her Hispanic respondents always want to say more.
Martha started her career as a free-lance moderator in her country, Colombia, working for global market research and advertising agencies such as Yankelovich, JWT and Ogilvy. Colgate, Johnson & Johnson, Nestle and Master Card are some of her clients from this era. A graduate in Psychology, her completion of her Master’s Degree in Social Communication and her Specialist’s Degree in Ethnographic Research were two key achievements that have become invaluable assets for her growing list of clients.
As the owner of her research and strategy small business in Bogotá, Martha saw her clients’ confidence grow to the point that she expanded her operations across seven countries in Latin America, also performing as exclusive qualitative researcher for a winning Presidential campaign. Her loyal 35+ clients, including Coca Cola, Merck, Procter & Gamble, Telemundo, Whirlpool and Unilever, also benefited from her tech-visionary mind that led her to introducing into the region the Percept Track technology for advertising and TV evaluation.
Upon immigrating to the U.S. following her country’s political struggles, Martha’s clients list expanded to include Walmart, State Farm, Nokia, Wyeth, PPG and Cadbury Schweppes among others. Soon she received an offer to work on the client-side focused on U.S. Hispanic audiences, which gave her deeper understanding of the needs of U.S. brands seeking to conquer the Hispanic consumer in the country and abroad. Some of her professional awards come from this period, including Renaissance Awards First Place in Multicultural Category 2007, Sabre Awards Top Five Finalists Hispanic Category 2008, and Healthcare National Awards First Place Hispanic 2009.
A published writer on the subject of qualitative research focused on U.S. Hispanic consumers, Martha also nurtures her creative spirit with writing Spanish poems and novels, where she has also gained respect and recognition. Perhaps you will soon see her literary work also published in English!