Quevedo Joins Pioneer Marketing Research.

Juan Pablo Quevedo has joined Pioneer Marketing Research as director of Hispanic research.

Quevedo comes to PMR from Bogotá, Colombia, where he worked for Image Architecture Inc. and other research companies to develop market intelligence for PepsiCo, Bayer, GlaxoSmithKline, Whitehall Robins and other well-known companies that do business in Central and South America. Quevedo has more than 25 years of experience in marketing and research and is considered a leader in direct-to-consumer advertising for prescription drugs.

PMR President Bill Tyner said Quevedo’s cultural fluency adds qualitative research strength to a firm that already possesses a solid quantitative infrastructure.

“The rise of Hispanic Americans to become the largest minority group in the United States poses a unique marketing challenge,” Tyner said. “In order to remain competitive, companies today have to go beyond translating information. They must have a deep understanding of the Hispanic population’s culture, values and attitudes. Juan’s expertise, coupled with our capabilities, sets us apart in providing that sort of market intelligence.”

Quevedo said the Hispanic surge in the United States is a historical market opportunity, adding that Pioneer is poised to help forward-thinking companies understand how the rise in Hispanic population affects marketing strategy.

“It’s a pleasure to join the Pioneer organization and play a part in researching this cultural phenomenon,” he said. “Companies with a true grasp of Hispanic culture have a competitive advantage in today’s marketplace, and I look forward to helping our clients gain this advantage for themselves.”