My passion is to deliver marketing insights based on in-depth qualitative and quantitative research

Over the past 30 years I have conducted almost 5,000 qualitative sessions, mostly with Hispanics in the US, both in Spanish and English. I have done research with women, men, and children of diverse ages and language preferences.Felipe Korzenny

I conduct focus groups, ethnographies, and in-depth one-on-one interviewing anywhere in the United States, Mexico and other Latin American countries. My background as a marketing research practitioner, researcher, and social scientist allows me to deliver actionable insights that help build brands and solve marketing problems.

I have worked on most product and service categories including consumer packaged goods, soft drinks, alcoholic drinks, travel, insurance products and services, telecommunications, technology, health, beauty, and many others. Most of my clients have been Fortune 1000 companies.

My signature benefit is that I know how to obtain insights from consumers that others seldom can. The book we published in 2012 “Hispanic Marketing: Connecting with the New Latino Consumer” serves as a testimonial to the skills and knowledge I bring to the qualitative research context.

In the research I carry out I utilize varied approaches, including:

  • Metaphor elicitation
  • Guided imagery
  • Laddering
  • Role playing
  • Scenario building
  • Games and simulations
  • Story telling

Please contact me to discuss your qualitative Hispanic research needs.


or call me at 850 583 0378