Alex Camacho has more than twenty years of experience developing and implementing strategic marketing plans. 

 

A Quick Overview

     Alex Camacho has more than twenty years of experience developing and implementing multi- and cross-cultural marketing, brand equity building, and market research programs using qualitative and quantitative methodologies.

     In addition to designing qualitative studies, he has moderated hundreds of focus groups, in-depth interviews, and ethnographic research. Furthermore, he has designed, conducted, and analyzed quantitative research studies using multivariate data analysis and structural equation modeling in the the United States, Caribbean, Latin American, Europe and Asian markets.

     In the last seventeen years, he has managed, developed, implemented, and supervised market research studies for several multinational companies including the Coca-Cola Company, A-B InBev, Maritz, America Online, 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.

     Finally and in addition to managing HSM Inc., Alex is currently an Associate Professor of Marketing at the School of Business Administration at Cedarville University in Cedarville, Ohio/USA., where he teaches Principles of Marketing, Consumer Behavior, International Marketing, Brand Management (Branding), Non-profit Marketing, Entrepreneurship Marketing and International Business.

Education

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

Professional Associations

  • Member, American Marketing Association, Chicago, Illinois. 
  • Business Book Reviewer, Principles of Marketing by Kotler and Armstrong, Prentice-Hall, College Publishing, Upper Saddle River, New Jersey. 
  • Fellow, The Academy of Marketing Science, Coral Gables, Florida. 
  • Member, ESOMAR, European Society for Opinion and Marketing Research, Amsterdam, the Netherlands. 
  • Member, League of United Latin American Citizens - LULAC. Cincinnati Chapter. 
  • Member, national Society of Hispanic MBAs - NSHMBA. Cincinnati chapter. 

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

  • "Implications of Hispanic Values in Multicultural Marketing: Market Research and Market Strategy Issues."  ECRM - EPPS Hispanic Marketing, Houston, August 23, 2006
  • "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.

Additional Background

Alex Camacho is a Colombian-born U.S. Citizen, fluent in Spanish and conversational Portuguese, and has lived and worked overseas.  Alex has designed and conducted hundred of Anglo and Multicultural research studies in every Designated Market Area (DMA) that has a middle to large multicultural population in the U.S.  In addition, he has designed and conducted multi-country, cross-cultural market research and target market assessments in Latin America, The Caribbean, Europe, and Asia providing value-added marketing strategy and Brand positioning growing Brand market share.