Carla Villanueva-Yaptinchay
Research Director
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Almost 30 years experience in various facets of market research and working with multi-functional business teams (regional and global) on marketing initiatives. Three of those years spent leading regional research efforts in Southeast Asia, India and Australia, staying in Singapore for almost two years in such role.
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Has led research consulting services and management of the whole research process, from design to analysis and recommendations, of various research techniques (FGD, UAI, Product Test, Concept Evaluation) for major multinational and top Philippine companies across industries, including Unilever, Ayala Land Inc., L'Oreal, Danone, Samsung, Nestle, Sunlife, Pascual Lab, Asia Brewery, Green Cross, SM, Singapore Tourism Board, and ad agencies like McCann Erickson, Gasso and Campaigns and Grey.
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Instructor, Market Research, Ateneo de Manila University
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Freelance market research consultant for 2+ years - Provided consultancy services to various industries on using market research to answer business questions, such as: Target Market Assessment, Target Market Understanding, Concept/Idea Development, Product Evaluation, and Product In-Market Tracking. Clients included companies in FMCG (manufacturing), telecommunications, food, beauty care, real estate, academe and retail.
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Research Manager of Procter and Gamble Philippines / Singapore (Asia / International) for 6+ years - Led consumer understanding, insight generation, assessment (product, market, copy etc.), portfolio management, and in-market tracking of established brands and upcoming initiatives for the laundry category across the region.
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Paola Valderrama
Research Manager
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Holds an MSc Business Psychology with Commendation, Accredited by the Association of Business Psychologists, from University of Hertfordshire, UK
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As Project Manager, has led both Quantitative and Qualitative Researches for various industries - particularly FMCG, consumer electronics, luxury leather goods, financial products, food and pharmaceutical industries - from preparing research proposals and designing methodology to questionnaire development and overseeing of execution and data processing to data analysis and report writing.
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Interviewer - In-depth interviews - consumers and B2B research respondents, quantitative surveys among upper class respondents.
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Research Executive/Project Manager, Adroit-e Research Ltd. Harpenden, United Kingdom (2010-2011) - Aside from end-to-end project management, including report generation and analysis, was also in charge of devising and trialing online data driven discussion forums for qualitative analysis, and for training field researchers on research best practice - content, context, and interpersonal skills. Research execution, conducted one-on-one intercept interviews. Adept in use of bespoke software to conduct cross-tabs and GAP analysis, use of SPSS and Excel for other basic statistical analysis.