Mexico

Pearson S.A. de C.V.

Homero 223. 4th floor.
Col. Polanco.
México D.F. 11560.
MEXICO.

Phone.

  • + 52-55-5531.5560 and + 52-55-5531.5324

Fax.

  • + 52-55-5203.8230

E-mail. pearson@pearson-research.com
Web. www.pearson-research.com

BACKGROUND

  • Founded in 1988.
  • Main office in Mexico City.
  • Member of , CASRO, CMOR, AMAI, MRA, AAPOR, WAPOR .
  • Represenation in Mexico of Global Market Research, Envirosell (Category Management), Issues & Answers, TwentySomething.

COMPANY RESOURCES

  • Full service ad-hoc Research Company.
  • 50 full time employees.
  • Face to face, telephone, computer and internet fieldwork.
  • 65 own CATI Stations.
  • Domestic Nationwide and International (Coordination in the Latin American region).
  • Senior Researchers with background in research design.
  • Own quantitative and qualitative field force and facilities.
  • In house data processing, coding and analysis.
  • CAPI capabilities.
  • Internet Capabilities. Own internet panel.
  • Quantime and SPSS software.

COMPANY STRUCTURE

  • President - Manuel Barberena.
  • Quantitative Direcor - Ernesto Roa.
  • Project Leaders
    • Laura Romero
    • Ximena Licona,
    • Yesenia Gonzalez
    • Olalla Mendez
    • Bárbara Rosales (International coordinator)
  • Data Mining - Viterbo Berberena
  • Qualitative Coordinator - Andor Koreni, Orly Markovich
  • B to B coordinators - Sabrina Karam, Teresa Ortega.
  • Category Management - Gilberto Hernandez
  • CATI coordination - Marisa Grandio.
  • Human Ressources - Victor Hugo Leon.

TYPES OF RESEARCH

Pearson has been involved in many market and public opinion studies, and this research experience (qualitative and quantitative) has gained international recognition:

  • Advertising tracking.
  • Business to Business.
  • CAT (Communication Advertising Test).
  • Category Management and Store Planning.
  • Chain Associations.
  • Concept and promise limits.
  • Concept test.
  • Conjoint Analysis.
  • Container Test.
  • Data Mining.
  • Identified/ Blind product test.
  • Image studies.
  • In Depth Interviews.
  • Internet Research.
  • Media Studies (TV, radio magazines, etc.)
  • OMT. Optimization Multiproduct Test.
  • Personality and lifestyles (Psychographic studies).
  • Positioning and Perceptual mappings.
  • Price sensitivity and price elasticity test.
  • Projective Techniques.
  • Scenario simulations.
  • Segmentation studies.
  • Sniff and Flavours Tests
  • Study of consumer habits, uses and attitudes on any kind of products or services.
  • Telephone interviews.

Research Expertise Areas

PRODUCT / SERVICE SEGMENTS

  • Advertising
  • Automotive industry
  • Banking and financial services
  • Beverages and liquor
  • Candies
  • Cigarettes
  • Cleaning products. Home care
  • Education
  • Food Industry
  • Home appliances and electronic devices
  • Medicines
  • Mass media
  • Personal Care
  • Retail
  • Store Planning
  • Technology, computers and the Internet
  • Telecommunications
  • Tourism: Airlines and hotels.

SOCIAL AND PUBLIC OPINION RESEARCH

  • Political/candidate evaluations.
  • Electoral polls/tendencies.
  • Voting simulation.
  • Social Market research:
    • public services
    • birth control programs
    • alcoholism/drug abuse programs
    • social security/medicine.

Some of our main clients.

  • AT&T
  • Bat (British American Tobacco)
  • BBVA Bancomer
  • BDF (Nivea)
  • Cablevision
  • Cerveceria Cuahtemoc Moctezuma
  • Colgate-Palmolive
  • Genoma Lab
  • Grupo Modelo (Corona)
  • Henkel
  • Kentucky Fried Chicken
  • L´Oreal
  • Leap Frog
  • Mattel
  • Mexican Association of Banks
  • Mexican Association of Pharmaceutical Research
  • Nestlé
  • Nissan
  • Nokia
  • P & G
  • Renault
  • Sanofi
  • Televista