Horacio Segal is the president and founder of Planet Latino Market Intelligence, Inc.
A market research consultant with many years of experience, Mr. Segal has designed and conducted qualitative research projects in the US, Latin America and Europe for Fortune 500 companies in several categories.
Mr. Segal is an expert in a diverse array of research methodologies, including: one-on-one interviews, focus groups, projective techniques such as brand personification and brand parties, brand and product positioning, exploratory research, copy testing: including print, TV and radio advertising; market immersions, laddering, video ethnographies and design and execution of video reports.
Because he grew up in Miami, Mr. Segal has specialized in all Latin American cultures, working with Mexican consumers in California, Chicago and Texas, and in Mexico, as well as with South and Central Americans and consumers from Puerto Rico, Dominican Republic and Cuba.
He has presented the result of his research to the leading companies in most categories, working as a strategic consultant with clients to help them optimize their products or services performance in Latin America and the US Hispanic market.
Mr. Segal is active in professional organizations, including the Qualitative Research Consultants Association (QRCA) and the World Association of Research Professionals (ESOMAR) and is an associate member of the Association of Hispanic Advertising Agencies (AHAA). He has been a featured presenter in conferences about the Hispanic market and Latin America. He has made presentations on Latin American Teens, the US Hispanic Market, The future of the US Hispanic Market, on multicultural research and on Market Research in Latin America.
He has been interviewed and featured in journalistic articles about research in the Hispanic market in the L.A. Times, the front page of the Wall Street Journal, and on the April 2001 Ethnic issue of Quirk’s Marketing Research Review.
He has lived and worked in Argentina, Colombia, Honduras, Mexico, Chile, Brazil, Dominican Republic, Puerto Rico, Spain, El Salvador, Canada and currently in the United States.
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