is a qualitative research consultant and the president of Planet Latino Market
Intelligence, Inc. He has worked as a
bilingual moderator of focus groups in the General Market, US Hispanic and
Latin American markets for over 16 years.
Mr. Segal has acquired
extensive qualitative research experience working for leading companies in the
field as well as many advertising agencies.
Through his work for many Fortune 500 companies in the US and Latin America
he has gained expertise in multiple categories.
Mr. Segal has conducted
qualitative research for a variety of products and services. His recent work has concentrated on high
technology, media, beverages (alcoholic and non-alcoholic), financial products
and services, food products, packaged goods, transportation, packaging
design, automotive, pharmaceutical and
home cleaning products.
He has also specialized in new product development, product
innovation, concept development testing, product optimization, taste tests,
consumer services, advertising research (TV, print and radio), household
product and services, personal care items, retailing, Yellow pages, healthcare
and life and health insurance.
Mr. Segal conducts
research with consumers from all ages and backgrounds. It is important to note
that his work in the last 7 years in the automotive and Internet categories as
well as alcoholic beverages and cellular phone services has made him become
specialized in working with young adults ages 21 to 34.
and beverages experience: Mr.
Segal has conducted qualitative research for a wide range of food products
including: coffee, breakfast cereals, snacks, yogurt, soups, tomato sauce,
spaghetti sauce, canned vegetables, ice-cream and confectionary products. In
the beverages category, he has conducted research including, malt alternatives,
beer, scotch whiskey, vodka and carbonated and non-carbonated soft drinks (US
and International), ice tea, orange juice, milk, bottled water and fruit
In the confectionery category,
he conducted the first exploratory project in the US Hispanic market for a
leading confectionery company and has worked with their New Products department
on new product lines that are currently been developed.
Packaging: in all the above mentioned categories, especially
beverages (and confectionery), as well as other categories such as cellular
phones, Mr. Segal has conducted extensive research in packaging design,
focusing on brand equity, product/ingredient/nutritional information, and
culturally relevant language. Recent qualitative research projects have looked
at the appeal of the design, effectiveness at communicating product benefits,
and the ability to attract consumers to make the actual purchase.
experience: Mr. Segal conducted
qualitative research with Hispanic Teens in three countries, including 4
markets in the US, for one of the leading Detroit car makers, and a Truck project in 6 markets. He
has conducted research for a leading Japanese car maker developing a
positioning for their full-size pick-up truck, and advertising testing for many
other automobile brands. He has also conducted research for another Japanese
car maker and its dealers, focusing on consumers’ vehicle purchase and
experience: Mr. Segal has
conducted research for many financial institutions, and tested advertising for
a credit card targeted to US Hispanic consumers for a leader in the credit card
category. Mr. Segal has also conducted research in the mortgage loan category
for several banks and mortgage companies. He has also conducted research on
vehicle financing for several automotive brands. Mr. Segal has conducted research
on ATM usage, loans, checking and savings accounts, money remittance and check
experience: Mr. Segal conducted
the first ever exploratory qualitative research for one of the leaders on the
Internet field, presented the results and recommended a change in the brand’s
positioning. Mr. Segal has conducted qualitative research internationally for a
leading computer manufacturer, testing print and television ads, as well as
usability tests with heads of IT departments of major companies in Argentina, Mexico and Brazil. Mr. Segal also conducted qualitative research
for another hi-tech company in the same 3 Latin American countries, covering
usability, brand perceptions and copy testing with regular consumers as well as
high level IT officers from major Latin American companies.
experience: Mr. Segal has
conducted research for national newspapers, radio networks and cable television
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
Mr. Segal is
active in professional organizations, including the Qualitative Research
Consultants Association (QRCA) and the Marketing Research Association (MRA),
where he has spoken on multicultural research.
He was also a featured presenter at
the ‘97 Global Forum I - Focus: South America,
organized by Management Ventures in Miami, with the participation of over 200 executives
from the top 100 product companies in the world.
In September 2000, he was
a speaker at the Kid Power Latin America conference in Miami Beach, where he made a presentation about Latin
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.
Market Intelligence Inc has developed a network of qualitative research
suppliers over the years, including facilities and recruiters the entire US
Hispanic market, as well as Puerto Rico, Mexico, Argentina, Brazil, Spain, El Salvador, Colombia, Chile, Paraguay and Uruguay.
Qualitative Research Consultants Associations
World Association of Research Professionals
Association of Hispanic Advertising Agencies.
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