Gonzalo Perez is owner and principal of Motivo Insights, LLC. In this role, he partners with marketers and advertisers who seek to connect with today’s youth, urban and Hispanic consumers. Motivo Insights leverages meaningful consumer understanding to provide brands with strategic insights that will help ensure their relevance to these increasingly influential consumers. Gonzalo provides services such as focus group moderating, strategic planning, brand strategy ideation, qualitative and quantitative research management and new business pitch development.
On behalf of Motivo Insights, Gonzalo most recently applied his understanding of strategy and consumer insights to brands such as Pepsi, MTV, Nike, A&E, Ford, Time Warner, Kraft Foods, and ESPN. Gonzalo also co-directed The Intelligence Group’s 2008 Latino Intelligence Report and The 2009 Cassandra Multicultural Report, which provide marketers and advertisers with an in-depth look at today’s multicultural youth consumers. In 2009, David Morse quoted Gonzalo on his perspective on Hispanic youth in his highly regarded book, Multicultural Intelligence. And this year he has been tapped as an urban youth consultant for marketing communications for the Office of National Drug Policy (ONDCP) business.
Previous speaking engagements at various industry events include: The ANA Multicultural Conference, NATPE, ARF Re:think, Latin Billboard’s Voz Latina, and the NGLC Media, Marketing and Entertainment Conference.
Prior to launching Motivo Insights, Gonzalo was Senior Director, Consumer Insights for MTV Tr3́s, MTV’s destination for today’s bi-cultural Latino youth. Here he oversaw all brand, qualitative and trend research and interpreted consumer insights into relevant applications for the MTV Tr3́s brand, programming development, and Ad Sales and Marketing. In the years leading to his appointment at MTV Tr3́s, Gonzalo oversaw various MTV brand research efforts and provided youth culture insights in support of several MTV Networks businesses including MTV2, Vh1 Soul, MTV World, MTV Program Enterprises and mtvU.
Gonzalo began his work in branding and consumer research over 14 years ago at The Bravo Group, a Young and Rubicam subsidiary specializing in advertising to the US Hispanic Market. He gained his business acumen as a Senior Account Executive working on accounts like AT&T, Citibank, United States Army and H&R Block.
Gonzalo holds a BA in Psychology from Syracuse University, where his focus was on the psychology of consumer behavior.