mkt brochure
TRANSCRIPT
INSIGHTS
DRIVEN
RESULTS
M E R K A D O T E K N I A R E S E A R C H & C O N S U L T I N G
MerKadoTeknia Research and Consulting
empowers its clients by providing nationwide consulting
services, training and workshops on Hispanic marketing
strategy. Our team manages qualitative and quantitative
research projects from start to finish. From advising clients on
the most efficient and effective methodology, to crafting
strategic insights reports that guide decision-making, we
provide a one-stop solution to our clients’ research needs.
WHATWE DO
We seek to discover unique insights based on our deep understanding of the psychology of the Hispanic consumer.
We are driven to efficiently and effectively manage our clients’ projects, mindful of their budgets, without sacrificing the quality of our work.
We are committed to empowering our clients with culturally-relevant knowledge that leads them to the desired results.
fam
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cultura
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As a valued partner to advertising agencies
and their clients, MKT participates in the crafting of
marketing strategy for national brands, advising on
aspects of social media, branding, advertising, and
audience segmentation, among others.
• Baselice and Associates Inc.
• Bauserman Group: Inn of the Mountain Gods
• Casanova Pendrill: Nestlé |Ozarka |Denny’s |ALDI
• CultureSpan Marketing
• El Paso Electric
• Galileo Research and Strategy Consultancy
• Hunt Companies
• Interlex Communications: American Stroke Association | American Heart Association | Texas Tech University Health Sciences Center
• Johnson & Johnson Pharmaceuticals
• Texas Wine Marketing Research Institute at Texas Tech Universtiy
• West Group: GECU
• ZGS Group Telemundo
EMPOWERING CLIENTS
Consumer Packaged Goods | Pharmaceuticals |Healthcare and Health Insurance
|Retail |Alcoholic Beverages |Non-Profit Agencies |Financial Services | Hispanic
Media | Utilities
SCOPE OF EXPERIENCE
CLI
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WWW.MERKACONSULTING.COM
Our application of cognitive psychology and multi-cultural
marketing principles allows us to extract unique insights that
help our clients design effective communication strategies to
reach the Hispanic market. By mapping the consumer
decision-making process, we offer actionable and measurable
recommendations that take into account cultural nuances,
making marketing relevant to Hispanic consumers.
HOW WEDO IT
QUANTITATIVE RESEARCH• Online Surveys
• Store-Intercept Surveys
• Mobile Surveys
• Self-administered Surveys
• Questionnaire Design
• Questionnaire Translation
• Data Analysis and Reporting
QUALITATIVE RESEARCH• Ethnographic Research
• In-depth Interviews – One-on-one, Dyads, Triads
• Focus Groups
• Mystery Shopping
• Shop-a-Long Studies
• Instrument design and translation
• Data Analysis and Reporting
WHOWE ARE
Dr. Mendoza applies her extensive knowledge of consumer psychology to craft solutions that yield actionable insights for clients. She leverages her quantitative and qualitative methods skillset to arrive at a 360-degree approach to understanding the behavior of Hispanic consumers.
Dr. Mendoza’s prior experience includes working as Research Director at Lopez Negrete Communications in Houston where
she directed marketing research projects for clients such as Wal- Mart, MASECA, Bank of America, Tyson Foods, VISA, Microsoft, and Shell Oil, among othersDr. Mendoza has a B.A. in Psychology and Mass Communications from The University of Texas at El Paso (UTEP), and a Ph.D. in Consumer Behavior from the University of Florida. You can reach her at [email protected]
Norma A. Mendoza, Ph.D. | President and CEO
Sandy is experienced in designing pleasant and welcoming environments for clients and respondents. Sandy received her AA in
Interior Design from Southwest Institute. She is Spanish-English bilingual and can be reached at [email protected]
Sandy Castillo | Facility Operations Manager
As a national sales assistant for a media placement company, Crisstyna handled national accounts and was responsible for the communication between the agency and the Mexican media. She received her
B.A. in Advertising and Marketing from The University of Texas at El Paso (UTEP). Crissty is a native Spanish speaker and can be reached at [email protected]
Crisstyna Ovalle | Director of Marketing and Business Development
How do you say Mer-Ka-do-Tek-nia? The word itself is a fusion of the Spanish word for marketing:
mercadotecnia, with a spelling twist to reflect our
bicultural approach.
WWW.MERKACONSULTING.COM
OUR FACILITYEL PASO, TX
We provide a modern, comfortable and friendly
space where qualitative marketing research studies can be
conducted. We offer a lounge for client viewing and a
modern or traditional conference room set-up for focus
groups or in-depth interviews. Whether your project requires
a full-service approach, or you need a facility to carry out
your focus groups, we’ll be delighted to assist you.
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59%41%EL PASO COUNTY, TX
HISPANIC OR LATINO (82.2%)
WHITE NON-HISPANIC ALONE(13.1%)
BLACK NON-HISPANIC ALONE(2.6%)
ASIAN ALONE (0.9%)
TWO OR MORE RACES (0.7%)
RACES
POPULATION
849, 715
POPULATION
29,419ACTIVE DUTY
POPULATION
600ACTIVE DUTY
20 and Under 33.6%
20-29 14.9%
30-39 13%
40-49 12.9%
50-59 11.4%
60-69 7.2%
70 and over 7.2%
Median age (years) 31.3A
GE
DIS
TRIB
UTI
ON
%
32%HOUSEHOLDER
62%HOMEOWNERS
16.3%SPOUSE
35.8%CHILD
REGISTER VOTERS: 46%FOREIGN BORN: 27%LANGUAGE OTHER THAN ENGLISH: 26%
Sources: • http://www.city-data.com • Est population 2015*Business Report SR14-Borderplex Economic Outlook 2016 http://www.epcountyvotes.com / http://factfinder.census.gov • http://www.militaryinstallations.dod.mil/
Located in El Paso, TX, Fort Bliss is home to the 1st Armored Division. Fort Bliss is comprised of approximately 1.12 million acres of land in Texas and New México.
POPULATION
220,750Located in the Tularosa Basin of south-central New Mexico. The headquarters area is 20 miles east of Las Cruces, NM and 45 miles north of El Paso,
WWW.MERKACONSULTING.COM
We offer nationwide recruiting, but our strategic location at the western tip of Texas allows us to recruit from three Borderplex cities: El Paso, TX, Las Cruces, NM, and Ciudad Juárez, México. In addition, we have access to military populations and households.
FT. BLISS, TX WHITE SANDSMISSILE RANGE DOÑA ANA COUNTY
Doña Ana County is located in the state of NM. The county seat, Las Cruces, has been ranked as one of the fastest-growing communities in the U.S for the past decade. The population is distributed as 49.3% Male and 50.7% Female with a total of 66% of Hispanic or Latino.
TEXAS
MÉXICO
NEWMEXICO
EP
3.1PERSONS PERHOUEHOLD
62%HISPANIC-OWNED
FIRMS
INSIGHTS | DRIVEN | RESULTS
MERKADOTEKNIA RESEARCH & CONSULTING LLC
4141 P INNACLE #220 | EL PASO, TX 79902
915-799-0307 | 915-317-9264
WWW.MERKACONSULTING.COM
SKYPE: MERKADO.TEKNIA