A Hispanic Brand-Equity Marketing services helping companies to understand
the Hispanic consumer based on their consumer perceptions, attitudes,
behaviors, and cultural nuances that will help developing actionable
Brand marketing executions enhancing Brand consumer trust,
loyalty and endorsement to others


Managing Partner Experience and Education:  

Alex has more than 20 years of experience developing and implementing Hispanic Marketing, Brand Equity Building, and Market Research programs using qualitative and quantitative methodologies. He has moderated hundreds of focus groups, in-depth interviews, and ethnographic research. He has designed and conducted and analyzed quantitative research studies in The United States, the Caribbean, Spain, and Latin American markets.

In the last 17 years, he has managed, developed, implemented, and supervised market research studies for several companies including The Coca-Cola Company, Anheuser-Busch, Maritz, AOL Time Warner, and SPSS among others. Alex has worked as a marketing consultant for several years while completing his Ph.D. coursework in Business Administration (Marketing) at the University of Georgia before moving to St. Louis, Missouri, and subsequently to Cincinnati, Ohio.

Research Categories

  

HSM Inc., has designed and conducted studies previously in the following categories:

  • Alcoholic and Non-alcoholic beverages
  • Consumer package goods
  • Retail Industry
  • Banking and Financial Services
  • Personal Care
  • Beauty Care
  • Medical and Pharmaceutical
  • Technology Products
  • Internet Service Providers
  • Web Content
  • Automobile
  • Hospitality and Restaurant Services
Education  

  • Completed PhD coursework in Business Administration-Subject: Marketing & Brand Equity-at the University of Georgia, Athens, Georgia (1996)
  • M.S. Agricultural Economics-Subject: Market Research and Econometrics-at the University of Georgia, Athens, Georgia (1991)
  • B.A. in Marketing and Economics (1986), Cali, Colombia

Professional Associations:

  

  • Member, American Marketing Association, Chicago, Illinois. 02/94 - Present
  • Business Book Reviewer, Principles of Marketing by Kotler and Armstrong, Prentice-Hall, College Publishing, Upper Saddle River, New Jersey. 06/94 - Present
  • Fellow, The Academy of Marketing Science, Coral Gables, Florida. 01/95 - Present
  • Member, ESOMAR, European Society for Opinion and Marketing Research, Amsterdam, the Netherlands. 01/00 - Present
  • Member, Hispanic Marketing & Communications Association, Miami, Florida. 07/05 - Present

Publications and Conference Presentations:

  

Publications:

  • "Best Practices in Global Testing and Multi-Cultural Consumer Research." Chapter 11.4. from Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, First Edition, May 2012, Publisher John Wiley & Sons, Inc.. Edited by Jacqueline H. Beckley, Dulce Paredes, and Kannapon Lopetcharat. Author: Alejandro Camacho.
  • "Tying Hispanic Cultural Values to Marketing Research." A White Paper from Ipsos Insight, Consumer Products Division, October 2005. Author: Alejandro "Alex" Camacho
  • "Opportunities for Involvement Research: A Scale Development Approach." Journal of Advertising. Fall 1995, Vol. 24, No. 3, pp. 69-75. Authors: Ellen Day, Marla Royne Stafford, and Alejandro Camacho.
  • "Economic Feasibility of Shrimp Farming on the Georgia Coast." The Georgia Agricultural Experiment Stations. May 1995, No. 420. Authors: Alejandro Camacho, Jack E. Houston, and George W. Lewis.
Magazine Articles:
  • "Implications of Hispanic Values on Shopper's Experiences." Guest Editorial for Today's Grocer-The Most Highly Honored Food Trade Publication, August, 2005, pp 7A.
  • "Core Values and Common Traits in the Heterogeneous Hispanic American Market." Ipsos Ideas, Vol. 3, No. 3 summer 2005, pp. 5-8.
  • "Self Selection of Online Panel is OK-DMS Rejects European Skepticism About Online Research." ESOMAR Research World, Volume 9, Number 7, pp. 20-22. July/August 2001.
Conference Presentation:
  • "A U.S. Hispanic Consumer Opportunity: Getting Direction of New Trends Through Segmentation." 10th Annual Future Trends Conference, Institute for International Research, Miami, November 15, 2005
  • "What Are The Implications of Hispanic Values on Market Research?" The Advertising Research Foundation (The ARF) Webcast, October 4, 2005.
  • "Things I Meant to Ask But Never Did: The Hispanic Segmentation Process." 5th Annual Shopper Insights in Action, Institute for International Research, Chicago, July 2005.
  • "And You Though Gaudi Was Out of this World." ESOMAR Net Effects, Barcelona, Spain. February 2001.

Other Background

  

He is a Colombian-born U.S. Citizen, fluent in Spanish and conversational Portuguese, and has lived and worked overseas. Alex has designed and conducted hundreds of Hispanic research studies in every DMA that has a middle to large Hispanic population in the U.S., as well as other Latin America countries and Spain.

 

 
 
Alex Camacho
MS, PhD Candidate
Managing Partner