Maria Fernanda Díaz

Senior Research Executive, Colombia

María Fernanda Jurado, a sociologist with over eight years of experience in market and consumer behavior studies, is an outgoing person by nature and an innovative executive of Firefly Millward Brown’s team.

Maria’s expertise, based in holistic management of projects with local and global clients, is rooted in the design and implementation of qualitative research. She’s well versed in using varying techniques as the situation requires from in-depth interviews, focus groups and ethnographies to research using digital platforms and more. She has also participated on quantitative projects, offering strategic information to her clients about product development, advertising campaigns and political analysis through public opinion research.

Brands like Coca Cola, Nestle, Mondelez, Kelloggs, Pepsico, Pfizer, Roche, Samsung, Telefónica/Movistar have benefitted from her desire to discover, innovate and build consensus and shared interests among her co-workers and client teams alike. Maria channels her work in executing and analyzing the qualitative phase of segmentation projects to find the most relevant differences within the category’s consumers.


  • She has a degree in Sociology from the Universidad Central de Venezuela (Caracas, Venezuela).
  • Maria’s a movie buff who’s really into independent films.
  • She loves dogs, but she may not have fully realized that she’s not an animal rescue center.
  • Just how do you get the esteemed title of Regional Long Jump Champion in Venezuela? Ask her, she can tell you firsthand.