Guillermina Urriza

Account Director, Argentina

Guillermina's heart belongs to qualitative market research.  She is a passionate and personable moderator who uses her background in clincal psychology and effective communication skills to gain consumer insight and provide her clients with impactful recommendations. Since becoming a full-time researcher, Guillermina has conducted projects in Mexico, Brazil, Chile, Peru and Costa Rica, deep diving into their cultures to gain a regional mindset. She has worked with nearly every category of mass consumption product and service, and has extensive experience in conducting different types of studies including communication, exploratory studies, positioning, segmentation, and more.

Guillermina earned a degree in Psychology from the University of Buenos Aires, Argentina and received a post-graduate degree in Marketing from UCA (Universidad Católica Argentina): Argentine Catholic University.

Quick Facts:

  • Clients Guillermina has worked with include: Unilever, Coca-Cola, CCU, Telefónica/ Movistar, Natura, Falabella, Beiersdorf, McDonald’s, and Telefe
  • Joined Firefly in 2008
  • Received a SAIMO (Argentina Society for Marketing and Opinion Research) award in 2009 for her co-authorship of the 1st prize winning paper (New online methodologies)
  • Loves theatre and has studied it for 4 years (and intends to continue studying!)