Claudia Guzman

Background

About Claudia Guzman

I help companies incorporate branding through qualitative and quantitative market research. My ability to see the bigger picture and identify opportunities has allowed me to provide a 360 perspective to my clients. I am passionate about diving into a brand and a consumer base to get to know them like the back of my hand and deliver on those results. With over 20 years of experience in market research projects within the United States, Europe, Latin America and the Caribbean on both the client and vendor side, I have a very deep understanding of how to best conduct market research, how to reach and understand consumers, and how to use insights to drive the business. I’ve had the pleasure of partnering with multinational corporations such as Nestle, Unilever, Pernod Ricard, and HBO Latin America. I am results-oriented with a decisive work style and I consider myself an expert at concept testing and communications, developing innovative data-driven presentations that visualize the voice of the consumer. I am skilled at incorporating my analytical skills into actionable strategy implementation. As an engaging qualitative moderator, I have experience in both traditional (in-person focus groups, in-depth interviews, and ethnographies) and on-line techniques (bulletin boards, focus groups, and communities). As a leader, I’ve been told that I am an energetic and transformational leader. My ability to motivate teams cross-functionally, drive productivity and build solid business relationships has allowed me to evolve and transform from an operational leader to a multi-faceted marketing executive. I enjoy working in a collaborative group dynamic where everyone contributes to the goals and results. Specializations include: Statistical Data Analysis (SPSS) Qualitative Marketing Research Quantitative Marketing Research Market Analysis Predictive Analytics Innovative Presentations Consumer Marketing Brand Image, Equity and Strategies Project Management Story Telling Analytic Problem Solver Exploratory Research