Iñaki Crujeiras

I have participated in more than 120 market research projects in different categories and brands in Mexico and Latin America, from planning to analysis, always delivering strategic recommendations that supported more accurate business decisions.

I developed and structured the regional insights area, establishing protocols and guidelines for the 16 countries in the region, leading a team of 24 people.

I managed the data of all retail and household panel providers in the region, generating dashboards and actionable reports.

I built a solid base of understanding of the Latin American consumer and shopper, helping the team operate with a more efficient and strategic regional approach.

I collaborated with research and strategy agencies in different roles throughout the research process, mainly in Mexico.

I specialized in trend analysis, desk research, data analysis, moderation and strategy.

Facilitator and consultant in various strategic workshops.

Industries: home and personal care, food, alcoholic and non-alcoholic beverages, telecommunications, entertainment, media, among others.