Juan Pablo Quevedo
Director, Market Intelligence

What got you into this business in the first place? I went from clinical to normal behavior thanks to consumer psychology.
Who was a big influence in your career? David Ogilvy, his work with George Gallup, and his clarity around research as the very foundation of advertising effectiveness.
What was "your finest moment," the thing you're most proud of? Being able to transform research results into creative nourishment – where advertising veterans work in synergy with young people.
What was your most embarrassing moment in business?
Calling my drink a Coke while speaking at a Pepsico research summit in Latin America; the audience roared.
Is there a great client story you'd care to share? Doing ethnographic research in the Andes Mountains for an American herbicide and discovering that coffee growers have been nursing and pampering their topsoil organically for generations.
What attracted you to IMAGES? To be part of a mean marketing think tank in the Southeast at a time when the sheer numbers make calling minorities “emerging markets” something obsolete.
Do you have a method for coming up with ideas and solutions for clients? One: Use unstructured open ends to coax long answers. And then, really listen. I believe in undivided attention Two: Test stimuli material and observe reactions. Pretest everything.
What makes a great brand? Great brands always have an interesting story to tell; being interesting played a huge part in their becoming great.
What driving career goals do you still have? Researching consumer behavior and public opinion trends will always move me.
What talent do you wish you had? To be a gifted piano man.
If you had to live on a desert island, what would you miss most? Whistling on the way to the bank.
Is there any food that helps you think more creatively? Chile poblano, serrano, habanero and chile de árbol.
What's your favorite sports team? Chip Ganassi’s Felix SabatesTeam, car No. 42
What frustrates you the most? Ignorance.
Tell us about your pets? My college age daughters are still my babies.
What was growing up like for you? Magical realism on the neurotransmitter dopamine.
What's your favorite TV program? And your least favorite? Anything co-produced by BBC and the Discovery Channel. … B movies.
What do you do for a good time...when you're not working? I love to get together with family and friends, grill and share, and grill and share.
What was college like for you? Unforgettable, a time when your sole responsibility is discovery.
What are your favorite internet sites? Google is my locksmith.