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 ReseMore...
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**Executive Summary: Michael Jones**
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