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Partner / Qualitative Moderator
Elvia de la Garza-Morales is an experienced bilingual and bicultural moderator with over fifteen years of industry experience and a highly analytical background.
Elvia started her career working for one of the top Hispanic Advertising Agencies as Research Manager in Miami, Fl. In this position, she designed, conducted, and analyzed qualitative and quantitative research primarily focused on the Hispanic Market developing an expertise on Hispanic consumer understanding, branding, positioning, strategy, and product development.
Mrs de la Garza-Morales has the ability to understand and articulate the opportunity being pursued/explored upfront in the planning phase, translate client needs into relevant Hispanic research objectives, create an emotional connection with consumers when moderating, and to add unique insight to every project with her inquisitive enthusiasm.
She is an honored graduate of The University of Texas at Austin with a bachelor’s degree of Science in Advertising. From 2002 to 2004, Elvia was also a faculty member of The University of Miami as professor of Marketing Research in the School of Continuing Studies.
Partner / Qualitative Moderator / Quantitative Expert
Edgardo de la Garza started his career as part of first dedicated Account Planning team in the Hispanic market. Graduated from the University of Texas at Austin with a degree in Advertising and a specialization in Account Planning, Edgardo has focused his career on understanding the Hispanic market and its behavior, making him a true expert in the subject.
Mr. de la Garza has worked with top national Hispanic advertising agencies as well as on the client side as senior marketing manager. Throughout his 20+ years in the advertising and marketing research business, Edgardo has managed and implemented research projects that have shaped major national marketing initiatives.
With countless quantitative and qualitative projects under his belt, Mr. de la Garza has focused his efforts in developing actionable marketing tools that are based in consumer demographics, psychographics and category/brand use.
A seasoned moderator in both the Hispanic and the General markets, he understands client needs and brings invaluable insights to their marketing efforts.
Project Manager / Qualitative Moderator
Thanks to her long professional trajectory, Cecilia has the ability to understand research objectives, and effectively communicate findings and recommendations to clients. As a moderator, her ultimate goal is to execute Insightful Research that yields to Actionable Results.
Cecilia has been involved in marketing for the last 15 years at the highest levels. For almost a decade she was the spearhead of international programming sales for Televisa Internacional, the largest Hispanic media and entertainment company in the world. As Marketing Director, she handled a wide array of activities from analyzing qualitative and quantitative data, to planning, budgeting, and executing marketing initiatives on a global scale. For the past five years, Cecilia has been pulling double duties: as an independent marketing and project management consultant in the U.S., and as sales and business development for her family-owned coffee business in her native Nicaragua.
Her roles and responsibilities as a consultant included primary and secondary marketing research projects that involved data analytics and moderation for clients such as Telemundo, Televisa, Wendy’s, Trill Multicultural and Advance Houston, among others.
Cecilia is a graduate of The University of Texas at Austin with a bachelor’s degree in Advertising.