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Welcome to Market Segment Research
Our mission is to understand.
Your product.
Your business problem.
Your customer.
And to design strategically sound, intelligent research solutions around those three pillars.
Our team is made up of senior multilingual professionals, all with advanced degrees in the social and marketing sciences, and depth of experience in the US multicultural arena. When you work with us, we follow detailed research protocols that take into account the multicultural overlay. At the design stage, we ask questions and challenge your assumptions, until we arrive at the optimal approach to getting your questions answered.
We shepherd you through the engagement whether you are a veteran multicultural marketer or a newcomer to the field, so that your research is conducted in cultural context. We are flexible and understand the need to re-evaluate as research unfolds and new hypotheses need to be tested. Ours is a learning organization, always looking for ways to raise the level of quality in the industry. And we are collaborative, working with marketing teams, advertising agencies and other stakeholders to maximize value and execute smoothly.
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PEOPLE
Gary Berman is co-founder and CEO of Market Segment Research. A nationally-recognized expert and speaker on multiculturalism, Gary's passion for the Hispanic and multicultural markets has indelibly influenced corporate America's understanding of and appreciation for these consumer segments--not just as consumers, but as active participants in our country's growth and success. Gary is directly involved with all of MSR's endeavors, from research design and execution, to designing corporate benchmarking sessions or delivering presentations and speeches for US corporations, government entities, and non-profits.
Valerie Shalom Berman, M.A., is a native born "Colombiana" with 18 years of experience in Hispanic qualitative, and one of the pioneers, along with husband Gary, in the field of multicultural research. She handles every facet of your project, from design and project coordination, to moderating and analysis, presentations, and strategy sessions. Her rapport with the consumer--regardless of national origin--is one of the skills her clients appreciate most. She brings warmth, empathy and flavor to the moderator-consumer interaction. Her ability to tease out and contextualize insights are hallmarks of her analytical skills. Valerie and her team take pride in the overall experience they provide, and go above and beyond to ensure satisfaction.
Member, QRCA, MRA
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