Raul Lopez

Research Manager @Altria

MarketingMarketing Analytics ManagerConsultingCommunity ManagerCustomer Researcher

I am a bilingual (English-Spanish) research and marketing professional with 35+ years of experience across many different industries and a broad array of methodologies. I am particularly interested in and have extensive experience with the U.S. multicultural segments. My experience highlights include: Broad experience designing and managing quantitative and qualitative research projects, and teams. This includes operations, resources, scheduling and budget management. Quantitative Research: project design, management, survey instrument development, analysis (weighting & tabulation), report writing and final presentations. Qualitative Research: research design, project management, moderating, and reporting and client presentations. Extensive industry experience including government, telecommunications, retail, digital/online, healthcare, pharmaceuticals, QSR, travel and leisure, CPG, entertainment, sports, automotive, financial services, and insurance. Consumer, patient, healthcare provider, and B2B experience. Experience conducting a variety of quantitative study types some of which include tracking studies, product testing, ad/concept testing, UX, branding, new product development, online and customer engagement and loyalty. Designed and executed studies across various qualitative methodologies including traditional focus groups, mini-groups, maxi-groups, dyads, triads, IdIs, in-home ethnographies, shop-a-longs, UX, and online sessions. Extensive use of database systems and secondary research data sources. Multicultural expertise– today roughly 49% of generation Z is multicultural. I have also worked in many markets in Latin America. Taught as an adjunct professor at both the University of Miami and Florida International University, and I currently guest lecture twice a year at the UM. Served three terms on the board of directors of the Marketing Research Institute International (MRII) in association with the University of Georgia. Also served three terms on the Board of Directors of the Marketing Rese

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Work Background

Manager, Product Research

AltriaManager, Product Research

Nov. 2021South FloridaInnovation, harm reduction and informed consumer choice.

Human Insights LATAM

The Clorox CompanyHuman Insights LATAM

Feb. 2021 - Oct. 2021Miami, Florida, United States

Multicultural Segment Consultant

Lieberman, Inc.Multicultural Segment Consultant

Mar. 2018 - Dec. 2018Miami/Fort Lauderdale AreaResponsible for developing multicultural research programs and opportunities Client service and business development Qualitative project design, management, execution, analysis and presentation Quantitative study design, survey instrument development, report writing, data analysis and presentation

Research and Client Services Consultant

New American DimensionsResearch and Client Services Consultant

Feb. 2016 - Mar. 2018Miami/Fort Lauderdale Area Research design and proposal development

President

Lopez Research and ConsultingPresident

Jul. 2013 - Nov. 2021Miami/Fort Lauderdale AreaResearch design, methodology and client services consulting.

Vice President Research Services

GeoscapeVice President Research Services

Jul. 2013 - Feb. 2016Miami Created and managed a new primary research division within Geoscape  Took Research from 0% to 20% of revenue; trained sales staff on research methodologies  Quantitative and qualitative research design, project execution and operations management

Division Manager

Phoenix Marketing International - Phoenix Multicultural / Phoenix Cultural Access GroupDivision Manager

Feb. 2001 - Jul. 2013Miami Responsible for all research operations.  Direct reports: Directors of Quantitative Research and Qualitative Research.  Led all operations and fieldwork execution

Florida International University

Adjunct ProfessorFlorida International University

Aug. 1988 - May. 1989Miami/Fort Lauderdale AreaAdjunct Professor in the School of Journalism and Mass Communication

Sr. Vice President

Strategy Research CorporationSr. Vice President

Sep. 1979 - Jan. 2001MiamiDirector of Marketing, Director Qualitative Research Group, Director of Publications, Sr. Quantitative Research Team Leader Primary company presenter at industry conferences Responsible for hiring, training and developing entry level research staff

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