"Horacio has the skill to make chairs talk. Any chair. No matter the challenge or the kind of consumers. Even with a group of shy or quiet people, Horacio turns everything around and makes them share to a point that by the time the groups ends, there's a great feeling of excitement and belonging in the room. His energy becomes very contagious to consumers. And that pays off."

Alex G-Pallete
managing partner
director of account planning
The Vidal Partnership
 

"Horacio LOVES people. He gets deep insights because people trust him, they like to talk him...he makes it fun and engaging. He creates an environment that is trusting, fun, convivial and that always yields great information!" I'd love to be a consumer in one of his groups!!!"

Cheryl Swanson
 Founder and Principal,
Toniq LLC - Brand Strategy Consultants
 

Planet Latino Market Intelligence and Horacio Segal has been my "go-to" guy for all the qualitative research I've conducted with Hispanic consumers for the past 7 years. Starting with exploratory studies to better understand consumers, through concept and communications development he has had a hand in guiding our Hispanic efforts, previously at Heineken USA and most recently at Subway. The actionable and relevant insights he provides go beyond what is typically expected and he truly thrusts himself into your business, making himself a truly valuable member of the research and brand team.

Eric Champagne
Consumer Insights Manager
Subway Franchisee Advertising Fund Trust
 

"Be prepared to be Horacioized" is what I often say to those attending a Planet Latino group for the first time. Much like other highly desirable moderators, Horacio manages all qualitative project (groups, ethnographies, ideations) with consummate skill from creative approaches to methodologies and problem solving to seamlessly managing the groups to insightful and strategic analyses. Yet, Horacio brings so much more to a project, to your business, and to your working partnership, that you can't help but be Horacioized!

Horacio has a unique and genuine rapport with people that enables him to almost immediately connect with everyone, regardless of age, gender or ethnicity, which both engages and entertains and allows him to garner insights and emotional responses well below the surface response. This core empathetic connection works with gatekeeper Moms, preteen inner city girls, sullen teenage boys, blue collar men, and people with significant physical disabilities that are confined to wheelchairs, to name just a few examples.

He also has a thorough knowledge and enthusiasm for Hispanic peoples and cultures and can effectively immerse the most unexposed client into this world and mindset, making them understand and value the diversity and power of this market and these cultures. He extends his expertise beyond an advocate for the Hispanic consumer to actively partnering with the client/agency team to put these insights into action, from in language tagline and copy development to new product and promotional ideas.

Lastly, Horacio brings the art of the film maker to any video based projects, directing the whole venture and bringing a topic to life with insight, humor, and the power to drive action.

Sharon Ripps
Senior Manager, Strategy & Insights
Pepsi Lipton Partnership
 

"Horacio's high energy approach in facilitating focus groups always keeps participants (and back room viewers) engaged up until the final moment of every session."

Barry Schwartzblatt
Unilever
Director, Consumer & Market Insights
 

 “Despite the difficulty of some categories, the sometimes generic research goals, and even the dullness of the room, Horacio will always get something worthwhile out of a focus group. He knows group dynamics well and controls the energy in the room by making people feel at ease, comfortable, interested. Most participants actually have fun during the session and that is what makes the difference because that’s when people behave and communicate closest to who they really are and what they really feel.”

Jaime Dávila
Account Planner
Dieste Harmel & Partners San Francisco
 

Horacio earned my respect from the first set of focus groups we worked together. He has both a high energy level and a passion for the Hispanic market that allows him to create a virtual bond among the participants and him, which leads to a more open and candid discussion on the topic being researched.

At the same time he has the objectivity and the curiosity that leads him to formulate well thought out questions which help us, the client, understand the participants underlying motivations, and assist us in discovering the insights we are looking for. He has demonstrated to us over and over again that he knows the Hispanic Market in a way that only top research partners do which has led us to ask him to participate in a number of projects with us and expect we will continue to do so.

J. Eddie Lindley
Sr. Brand Manager
US Hispanic, Latin America and Caribbean
Subway Franchisee Advertising Fund Trust
 

"Horacio is hands-down our go-to moderator when it comes to the work we do with the Hispanic consumer. His unique combination of strategic thinking, top-notch moderating skills, and thorough understanding of this complex market enable him to  deliver penetrating and actionable insights that have enabled our organization to market more effectively to this important consumer. 

Through his wit, sense of humor, understanding of the consumer and engaging style, he has an ability to connect with the consumer that helps to uncover those additional layers of insight that consistently take the work to a higher level. His fingerprints can be found on many of our successes in the marketplace."

Randy Adis
Sr. Consumer Insights Manager
Heineken USA