Cheskin Added Value continues to gain strong momentum with the addition of leading Hispanic expert Martin Cerda. Cerda, who founded and led the award-winning Hispanic research firm, Encuesta Inc., joins Cheskin Added Value in a senior leadership role where he will bring his extensive experience in U.S. Hispanic markets, business consulting and quantitative research to top multinational companies and leading brands.
Prior to joining Cheskin Added Value, Cerda was the founder and research director of Encuesta Inc., launched in 1989 and considered one of the largest independent Hispanic research companies in the country, specializing in quantitative, online qualitative and ethnographic research for companies such as Burger King Corporation, Ford Motor Company, S.C. Johnson & Son, and Verizon Wireless. Among his many achievements, Cerda is credited with developing in 1999 the first website dedicated to conducting research among U.S. Hispanics. In 2010, his company was recognized by The ARF with a David Ogilvy Award and he received the 2010 HispanSource Award for Achievement in Hispanic Marketing Research given for a lifetime of service, integrity and professionalism.
In his new role as Strategic Director in the Quantitative/Business Consulting hub of Cheskin Added Value, Cerda will bring his profound Hispanic markets expertise to clients’ strategic marketing challenges. In addition to helping lead and grow the intercultural practice, he will also be working with the company’s business consulting and innovation practices groups across all consumer segments, adding his deep methodological skills to Cheskin Added Value’s total market offer. Cerda will be based in Miami.