Pedro’s has held senior roles both as a provider and end user of market research. His research experience extends across a wide range of industry sectors in private, state and local governments, utilities, education, finance and in Not For Profit. He has designed, developed and managed small and large scale research projects in both qualitative and quantitative methodologies, and across all phases of the market research cycle - from new product concept evaluation, consumer insights, service quality, advertising tracking and in social and community research. Pedro also brings a wealth of experience from his time on the client side where he has held senior marketing roles in private, state and local government. He has lead marketing teams of various size and formats and been responsible for all facets of the marketing process - from new product development, price setting, sales, brand management, above and below the line communications including digital, public relations, sponsorship and events.This mix of first hand experiences on both sides means Pedro understands the business imperatives that underlie the need for pragmatic, reliable, timely and insightful research.His philosophy on market research and understanding the community is simple – It helps make better decisions.