Encuesta Founder Joins Cheskin Added Value

US-based innovation consulting firm Cheskin Added Value has appointed Martin Cerda, the founder of Hispanic research firm Encuesta, as Strategic Director in its Quantitative/Business Consulting division.

Cheskin Added Value - created when Cheskin was acquired by WPP's brand development business Added Value in 2007 - focuses on consumer insight-based innovation consulting for product development, branding and marketing.

Cerda founded Hispanic MR and opinion polling company Encuesta in 1989, and built a team specialising in quant, online qual and ethnographic research. Last year, Cerda received the HispanSource Award for Achievement in Hispanic Marketing Research, recognising a 'lifetime of service, integrity and professionalism'.

In his new Miami-based role, Cerda will bring his knowledge of Hispanic markets to help lead and grow Cheskin Added Value's intercultural practice, while also working with its business consulting and innovation practice groups across all consumer segments.

Stephen Palacios, Executive Director of the Intercultural Practice, states: 'We're extremely fortunate that Martin has chosen to bring the best of Encuesta to our firm. His accomplishments over the last two decades along with the respect he has garnered from clients and the industry are a testament to his value and the incredible benefit he will bring to our clients' businesses.'

Web site: www.cheskin.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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