Design research questionnaires and coordinate survey implementation to gather quantitative and qualitative data. Design focus groups and in-depth interviews, moderating sessions to collect relevant qualitative insights. Conduct statistical analysis on collected data, utilizing techniques such as descriptive analysis, regression analysis, hypothesis testing, or other relevant techniques to derive meaningful insights. Interpret quantitative analysis results and translate them into practical and actionable information for clients, providing recommendations based on findings.

Responsible for planning, defining strategy, and implementing payroll placement actions for the bank. Monitored goal compliance metrics and proposed adjustments based on results. Presented results to committee members. Achievements• During the COVID-19 pandemic, successfully increased payroll product positioning by 6% through close collaboration with the banking team and market research on new companies. Managed exclusions for sectors affected by the pandemic, such as casinos.

Responsible for market research and financial consumer knowledge at BBVA Colombia. Constant communication with different bank areas and participation in committees to identify information needs. Evaluation of information needs and identification of appropriate methodologies for data collection. Designed research studies, evaluated proposals, supervised and monitored market research projects, and developed research strategies, providing conceptual recommendations for potential clients. Selected research vendors and managed the budget for various studies. Planned, defined, and executed market research studies for BBVA and its Corporate Areas based on their needs, objectives, and marketing plans, considering market segmentation, consumers, channels, and customers. Achievements• Successfully secured a research budget of COP 128 million in the first year, which increased to COP 500 million in the second year, with annual increments based on banking growth until 2020.• Drove the development of customer-focused products and services through research and effective communication with branch networks, supporting the successful creation of banking products and services.• Created and positioned the payroll offering from scratch, establishing the concept and the Payroll Club. Result: BBVA became the second preferred bank for the Government and Armed Forces and the third for Corporate Banking

Assisted clients in understanding their information needs, both qualitatively and quantitatively, to develop their research studies. Conducted evaluations for various product categories. Designed research studies showed content analysis, and prepared reports for clients such as Codensa, Movistar, Merck Colombia, ETB, and BBVA.