Meet Our Strategic Partner: Marta Villanueva
Experience Summary
Bicultural and bilingual expert with nearly 20 years’ experience in strategy and insights with deep experience in working with Hispanic segments across all age groups and subcultures. Marta has a proven track record advising Top 100 clients, having conducted 3,500+ insights and strategy sessions. She helps clients leverage the Hispanic opportunity through deep experience across most major industries and the complex Hispanic segment dimensions.
Expertise in marketing and advertising strategy; Marta was the lead account manager for several Procter & Gamble accounts spanning several years at Bromley Communications (the largest Hispanic agency at the time); Served as Marketing and Advertising Director at Guerra DeBerry Coody, overseeing Creative and Account Services.
M.S. in Creativity; As one of the only market research veterans with a Master’s in Creative Studies, she publishes and speaks in various industry organizations about uncovering the unconscious emotional drivers in consumers.
NuThinking, Inc. is ESBE, HABE, MBE, SBE, WBE, and HUB certified.
Qualitative Style
Marta uses a research approach grounded in cultural understanding, which digs deep into values and beliefs, enabling relevant strategies and motivating your target to action.
She is committed to award-winning service time and time again. Marta’s tireless professionalism, creativity, and friendliness saw her receiving the 2015 Qualitative Research Consultants Maryanne Pflug Spirit Award.
Language and Country Specializations
English, United States
Spanish, United States and Latin America
Industry Specializations
CPG, Retail, Healthcare, Food/Beverage, Advertising/Communications, New Products and Services, QSR, Hispanic Market Research
Work Specialization
Trusted expert for: advertising/communications development, cultural strategy, brand evaluation, ideation, new products innovation, creative exploratory, positioning strategies, marketing strategy, brainstorming sessions, consumer exploratory, packaging evaluation, concept/product development/evaluation, branding, shopper insights/retail strategy, user experience, and creative problem-solving workshops.
Techniques Specialization
With customized techniques grounded in creative thinking, Marta empowers respondents to provide richer responses. Her adept use of creativity models uncovers new thinking that leads to breakthrough strategies.
Facilitate groups to uncover breakthrough ideas using the Creative Problem-Solving process which has a proven track record with companies like Coke, Disney, MIT, L’Oreal, Kraft, Google among others.
Experience with most online and in-person methodologies: shop-alongs, ethnographies, focus groups (from small to maxi groups), IDIs, online bulletin boards, online chat, webcam interviews, and many others.
Interests and Hobbies
Marta is an avid reader with a passion for sharing knowledge. She has helped the market research industry move forward through presenting widely across various organizations (Quirks, QRCA, Dallas AMA, SWMRA, MSMR). She has served the Qualitative Research Consultants Association (QRCA) in many roles, including chairing the Latino, Creativity/Innovation, and Business Development Special Interest groups. She co-chaired the first all-virtual 2021 QRCA conference.
Qualitative Research Services
If you would like more information on Qualitative Research, please contact Clay Dethloff by emailing cdethlo@decisionanalyst.com or calling 1-817-640-6166.