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ESOMAR Elections 2017-18


ESOMAR LATAM Conference 2016, Bogotá (Colombia)

Dear colleague,

It is my pleasure to run again for the Esomar Council after my first two-year term. While preparing my candidacy, I must admit I have experienced a little joy. The joy of looking at two years back and get aware of Esomar’s and my own evolution.

During this period I have had the great experience of working with outstanding colleagues at the Council and the Esomar staff. This strong team has been capable of drawing a new strategy that has impacted on many layers; being the principal one the redefinition of the Code. A new Code that undoubtedly adapts Esomar to the current time.

In the Council, I have personally focused my attention and efforts on two main aspects: Communication and strengthening the link with National Representatives. Both have given me a much broader view of Esomar, its needs, challenges and diversity of members.

As a result of combining these “on the ground” experiences along with the Council and Esomar staff’s interaction, I have been able to draw the proposal that you can find below.

Hoping to renew your trust on this new election, I thank you in advance for your interest in my candidacy and I wish to count with your support. All the best,



 It should be agreed that we are not living an era of change but a change of era; a new era driven by digitization. Still at its initial phase, digitization has already transformed our societies and, therefore, our industry.

The need of understanding people’s opinions, desires and behaviours in their different roles is higher than ever. At the same time, it’s becoming more and more complex.  The consumer/citizen comprehension requires a more holistic approach and the good command of new sets of data.  Likewise, the means to collect this data evolve at a very fast pace propelled by technology evolution.

This context sets many challenges to our industry, consequently to ESOMAR as one of its key players. The core one, from my perspective, is to show the value and self-worth of Market Research.  And more concretely, we need to:

-  Help our current members to successfully adapt to this new context by delivering the most appropriate information and education programs, providing the most useful tools and creating excellent networking opportunities.

Get bigger, get more members from the broad MR landscape, becoming relevant to everyone involved with data-driven marketing strategies. The new ICC/ESOMAR International Code opens our scope and allows us to embrace all related activities.

- Keep being the advocate of the Industry in front of the international and national legislators helping the other worldwide associations in all the industry’s auto-regulation initiatives.

- Support the Youth; promote the attractiveness of our sector.

- We are global and diverse. It is important to seize the different stages of the industry’s according to the different countries’ evolution. I believe that one of the main roles of ESOMAR is to facilitate the convenient spread of best practices and help the least developed countries upgrade their status.

- We are local. The real activity takes place at a local level. A relevant presence in each and every country is key as it is the role of our National Representatives.

These are, in brief, my main beliefs of the role of ESOMAR and the direction we should keep taking. In fact, these are the essential guidelines the current Council has undertaken in the last 2 years. I totally embrace them and would love to continue promoting them in the next term. On this occasion, I bring my international experience reinforced with a much better knowledge of the association and its members.

PS. I want to thank the public support of:

- Julia Helena Carrillo. Country Manager Ipsos Ecuador.

- Jérôme Sopocko. Founder Askia. United Kingdom.

- Jean Michel Lelievre. CEO and Founder Interlink. France.

- Macarena Estévez. CEO and Founder Conento. Spain.

- Susana Marquis. Directora Susana Marquis. La investigación que inspira.

- Joachim Ritter. Head of Market Analytics Roche. Germany.

- Shinichi Hosokawa. CEO GMO Research. Japan.

- Martin Oxley. Managing Director Buzzback Europe. United Kingdom.

Interview before ESOMAR Congress 2015 in Dublin (in Spanish)

This interview was recorded before our Congress 2015 in Dublin. Some reflections about ESOMAR, the role of the Council, my experiences in Regional Congresses (LATAM, APAC), the evolution of our industry, the importance of ESOMAR Congress, the benefits of participating … (still valid)


Yes, I have been elected member of the Esomar Council 2015-2016 

I want to thank all Esomar members for having taken part at this Council elections and, more particularly, to those that have given me their trust. I am very honoured and excited to start this period, giving my best to the association for the next 2 years. I am looking forward to join the elected team and work with the Esomar excellent staff.

I also want to thank Netquest for its support. A nice bunch of colleagues have helped me achieve this result. Not only with their particular collaboration but also with their enthusiasm and positive spirit. I have always felt backed up by them. All I can say is that it has been a very nice team experience.

Thank you

Celebrating the Council nomination at the Research & Results Show (Munich) with Dani, Borja and Juan, 3 key members of my Netquest team


What are the reasons for my Candidacy?


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Català              日本語 (Japanese)

First of all, I want to thank you for visiting this blog and showing your interest in my candidacy. It is a pleasure for me being able to share with you the reasons why I have decided to become a member of the Esomar’s Council.

The Consumer understanding has been the engine of my 19 years of working experience. The consumer has been the focus in all the different roles I have developed all along the Value Chain in the MR Industry: End Client, Agency and Service Provider.

I strongly believe that ESOMAR has to properly represent all the Market Research Value Chain. Indeed, in the current period in which the technology brings new players on the stage. We all have to be aware of the importance of building a strong community, formed by a huge diversity of actors, with solid principles and consistent methodologies that ensure the optimal adoption of the technological (r)evolution.

On top of that, we do need to make sure that the end client, the one that pays the whole value chain, is well included, understands and appraises our approaches and deliveries. We must bet for a clear display and defense of the value that the Market Research contribution has to the set of the market and to society.

I am an Economist by the Universitat Autònoma de Barcelona and Postgraduate by the IESE Business School. In Spain, my positions as “End Client” have been: Marketing Director at Auchan Supermarkets, Merchandising Director in Carrefour Supermarkets. In the MR Agency side, I have served for six years as the Retail Director in TNS Worldpanel and Synovate. As a Service Provider of online Data Collection, I am currently leading the international business of Netquest in Europe and Asia.

For the last 4 years I have been very active at Esomar, participating in many Seminars and Conferences in Europe, America and Asia. This continuous exposure allows me to capture the differences among countries, understand the global and local challenges and threats within our Industry and be aware of the latest trends and technologies.

I would like to summarize my motivations to present my candidacy in the following points:

  1. The sector lives moments of the most interesting convulsion. The technology is allowing us to give a spectacular jump in the data collection, which opens new dimensions in the knowledge of the consumer, the base of our profession. I believe that it is important that technological data collection companies can contribute with their vision to the government of Esomar.
  2. I comprehend the different problems and interests of the different gears of the Value Chain and I am willing to promote and support those measures that bring better efficiency to the whole Industry.
  3. Bridge across Continents. I have the perspective of several countries and markets (Spain, Portugal, Latin America and a bit of Asia), that are in the second tier of the evolution of the sector. Understanding their condition, I want to be their interpreter at the Council.
  4. And finally, at a personal level. To take part in the government of the global association of my sector would be a great opportunity to give an exciting step forward, which would definitely improve my professional career, extending the area of vision and interaction. It would be a very rewarding experience from which I would try to revert to the Industry.

I would be delighted to discuss in-depth the ins and outs of our sector, considering factors, I believe key, for the improvement of our industry. If you are interested in establishing an open dialogue, feel free to use this blog.

These are my main motivations and beliefs with which I take part in these elections. I hope they are of your interest and serve to gain your trust and, hopefully, your vote.

Thank you very much.

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