We see ourselves as an extension of the company that hires us.
This is why we only work with one brand per category.
We see clients as colleagues, and we enjoy the opportunity to collaborate with them to accomplish their research objectives.
are passionate about people and life, and we bring a positive energy to
our qualitative work to make respondents and clients enjoy their time
while we uncover insights.
Some of our great clients have shared their comments on our work:
“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.”
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
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!
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.
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 RippsSenior Manager, Strategy
& InsightsPepsi Lipton Partnership
a 20 year plus veteran of the Hispanic quantitative marketing research
industry, I can firmly attest to the fact that Horacio is among the leaders in
the Hispanic qualitative industry with an outstanding reputation. He is a
dynamic force in the room, bringing with him a storied and varied set of
personal experiences combined with an innate energy that is highly
effective. Most importantly, Horacio delivers keen insights in context
with his vast understanding of Latinos. His work has facilitated my quantitative
efforts over the years, and in fact made me a better researcher in general as a
Martin G. CerdaResearch DirectorEncuesta, Inc.
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.
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 LindleySr. Brand ManagerUS Hispanic, Latin America
and CaribbeanSubway Franchisee Advertising Fund Trust
Horacio has an extraordinary ability to convert various
strangers into a group of best friends within a very quick time period. He
creates an open, trusting, fun and comfortable environment where consumers feel
completely at ease in providing their honest and transparent opinion on
whatever topic is being probed (an especially difficult task with Hispanic
consumers). As the group progresses, consumers become more comfortable in
revealing their attitudes, desires, aspirations in life and other deep rooted
inner emotions. This ability allows him to ‘peel the onion’ deeper than other
moderators and uncover fresh consumer insights that become extremely valuable
assets to the successful management of the Heineken brand.
Paul Smailes Hispanic Brand Manager Heineken USA
high energy approach in facilitating focus groups always keeps participants
(and back room viewers) engaged up until the final moment of every
Barry SchwartzblattUnileverDirector, Consumer & Market