Rosana Rodriguez

Account Director, Spain

Rosana is responsible for Euroqual and managing international projects at Firefly Madrid’s office. She has also held qualitative leadership roles in Argentina and China. A 17-year veteran, she is an expert in conducting international qualitative market research who strategically utilizes a variety of methodologies, including ethnography and online research. Rosana has extensive experience working on several categories including luxury brands, telecommunications, FMCG, media, cosmetics, B2B, pharmaceutical and technology.  Through the years, however, she has developed expertise in market research pertaining to children, tweens and teens.  Her specialization in this category has led to several published articles and participation in many sociological studies, including Conec-Teen: How to Engage with Teens, The Power of the Brands for Children, 100 Spanish FamiliesThe Youth in SpainChildren and Leisure and The European Dinkies.

Rosana holds a degree in Psychopedagogy from Universidad Complutense in Madrid, Spain.

Quick Facts: 

  • Clients Rosana has worked with include: Coca-Cola, Johnson & Johnson, Vodafone, Kellogg’s, Deoleo, Telepizza, BBVA and Endesa.
  • She has worked at Millward Brown (now Firefly Millward Brown) since 2002
  • She leads market research seminars for clients. She also teaches market research courses at universities.
  • She has presented the paper Online Research With Kids at the Spanish Marketing Association.  She also presented, “Online research with kids” and “Think mobile” at the BBVA innovation week event.