MIGUEL FERRÁEZ – Managing Director
Miguel joined the Latin Field team (formerly Improdir) in 2006 and he has over twenty five years of experience in global and Latin American marketing research and consumer insights. Throughout his successful career he has launched, designed, and managed hundreds of products worldwide, deployed new research capabilities at the companies he has been part of, and has been a Director of worldwide research quality programs. He was in charge of Consumer Research for Latin America at Procter & Gamble. His passion for uncovering critical consumer insights coupled with his strategic thinking led him to direct successful research programs for several product categories throughout Latin America. His commitment for research quality led him to become a Group Manager for P&G research quality at a worldwide level. One of his core strengths is creating added value for clients. At Latin Field Miguel has been responsible for analyzing and delivering insights for extremely high-profile research studies involving: opinion leaders for the energy reform in Mexico, opinion leaders in Mexico and Brazil regarding medical innovation, monitoring habits and use of mobile phones throughout Latin America, and managing multiple competitive intelligence studies in Latin America with difficult targets in all types of industries. Miguel brings a unique vision as well as a lifetime of proven results to our team. He is a strong asset to all of our clients.