PMR Recruits Director of Hispanic Research

Juan Pablo Quevedo, a senior market researcher from South America who has analyzed the buying habits of Hispanics for some of the world's largest companies, has joined Atlanta-based Pioneer Marketing Research (PMR) as Director of Hispanic Research.

Quevedo, 51, comes to PMR from Bogotá, Colombia, where he worked for Image Architecture Inc. and other research companies to develop market intelligence for PepsiCo, Bayer, GlaxoSmithKline, Whitehall Robins and others. He has more than 25 years of experience in marketing and research and has particular expertise in direct-to-consumer advertising for prescription drugs.

PMR President Bill Tyner said Quevedo's cultural fluency adds qualitative research strength to the firm's already solid quant skills base: 'The rise of Hispanic Americans to become the largest minority group in the United States poses a unique marketing challenge ... companies must have a deep understanding of the Hispanic population's culture, values and attitudes. Juan's expertise, coupled with our capabilities, sets us apart in providing that sort of market intelligence'.

Quevedo says the Hispanic surge in the United States is a historical market opportunity, and relishes the chance to 'play a part in researching this cultural phenomenon'. More information about PMR is available from its Web site, www.pioneermarketing.com

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

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