Patricia Burgos

Senior Research Executive, Tegucigalpa, Honduras

Patricia, Senior Research Executive for Firefly Millward Brown, brings expertise in qualitative projects to help determine brand equity and positioning from the consumer’s perspective. During the past five years, she’s been focusing on defining the consumer’s perception of brands through participation and discussion with peers in a variety of markets through The Qualitative Research Consultants Association.

As a people person who really knows what resonates with consumers, she is very comfortable leading clients like Tigo, Unilever, Central America Beverage Corporation (CBC) and SCA, in efforts from pretesting to concept evaluation. Her forte to date has been using her qualitative market research experience in international initiatives with leading companies in mass consumption and telecommunication arenas.

Patricia understands that the consumer’s brand perception is a target in motion. She skillfully balances her highly analytical approach with creativity and empathy to find a brand’s sweet spot. With a degree in tourism from the Universidad Tecnológica de Honduras and a love of travel, she intuitively factors culture into research and effective solutions for brands.

Quick Facts:

  • Can go from quiet-time novel reader to adrenaline-seeking race car fan in 60 seconds flat.
  • In a group study session, she’s most engaged when moderating the discussion.
  • Empathy comes naturally to Patricia. She channels it often to push boundaries.