The San Jose Group Names Martha Rivera Director of Consumer Insights

CHICAGO (July 9, 2010) — Martha Rivera has joined the San Jose Group as director of consumer insights. In her role, Rivera will lead qualitative and quantitative research initiatives for the agency’s clients to discover breakthrough insights in the marketplace. She brings an extensive knowledge of research methodologies and best practices, specifically for multicultural consumers. 

“As the Hispanic segment becomes increasingly fragmented, and marketers are forced to look at converging consumer lifestyles, research and insights are more important than ever,” said Jim Legg, EVP of leadership and innovation at SJG. “Marketing strategies have to be based on a solid understanding of the target consumer.”
Rivera brings an in-depth knowledge of the pharmaceutical industry, having conducted primary research and strategic consulting for global companies across 18 categories and 27 brands within the industry, including Viox, Lipitor, Claritin, Robitussin, Lotrimin, Fosamax and Caltrate. Most recently, she worked on the client side at Transitions Optical, a global manufacturer of photo-chromic lenses. There she developed multicultural segment strategies for the brand, achieving unprecedented business growth within the U.S. Hispanic market.
Prior to her time at Transitions, Rivera was a senior associate at Doyle Research Associates, where she served as the primary researcher on a number of consumer insight studies for Fortune 100 brands. This included authoring several white papers on research methodologies for the multicultural market.
Rivera formerly led her own consumer insights firm in Colombia, where she gained a key understanding of various Latin American cultures and values by working with clients across seven countries in South and Central America, as well as in the U.S.
In addition to her experience with pharmaceutical clients, Rivera has also worked across numerous other categories. Her client roster includes Procter & Gamble, MasterCard, Whirlpool, Unilever, Wal-Mart, State Farm, Coca-Cola, Chrysler, Colgate-Palmolive, Nokia and Nestle.
Established in 1981, the San Jose Group is a traditional/digital persuasive content agency that specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency’s Convergent Marketing Solutions model is supported by best-in-class business units that embrace today’s converging consumers, markets and channels. The San Jose Group and San Jose Public Relations are members of The San Jose Network Ltd., the largest independent advertising agency network servicing the U.S. and Latin America.

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