Director, North America
Yilda Olabarrieta, Director with Firefly Millward Brown in Norwalk, USA, approaches research with empathy, mindfulness, and a keen eye for unveiling the underlying truths and connections within any topic. Trained as a journalist, certified as a communications and marketing coach and recognized for her deep experience across advertising and public relations agencies, Yilda brings her straightforward style to every project.
Prior to Firefly, Yilda consulted with multiple research companies to execute high profile multicultural qualitative research projects for Culturati Research & Consulting, CulturalEdge, TNS, IPSOS, and GFK. Her former career experience includes nearly four years as a writer for The Washington Times International Reports Division, where she traveled through many Latin American and Caribbean countries to develop, write and produce country profiles that featured in-depth reports of each country’s government, economic and social panorama.
Her expertise – as a bilingual and bicultural moderator– includes the design, execution, analysis, and management of multicultural qualitative research projects, particularly in the U.S. Hispanic, Latin American and Spanish markets. She has specialized in a wide variety of fields including travel and tourism, entertainment, hospitality, healthcare, financial services, telecommunications and consumer goods for clients like Amway, Quaker Oats, Quaker State, Kelloggs, MasterCard Advisors, Barneys New York, and VisitOrlando.
- Born and raised in Puerto Rico and educated in the U.S. with a bachelor’s degree in Science of Mass Communication and minor in French from Boston University, Yilda knows first hand what it is to truly be bilingual, bicultural and to always view things from more than one perspective.
- Yilda believes that everything is part of a balancing act where we have a fascinating opportunity to partake in meaningful experiences, relationships and impact, as well as to witness these with intuitive discernment. Knowing how to be part of this with fluidity and consciousness is a key ingredient that she brings to market research.
- Yoga, meditation, observation, and curiosity, all with a bit of humor and lightheartedness, guide her everyday. Finding stillness in every moment helps unveil great opportunities, she says.