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 Millennial, Hispanic and cross-cultural 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 recently applied his understanding of strategy and consumer insights to brands such as Disney, Pepsi, MTV Tr3s, Nike, Discovery En Español, and ESPN/ESPN Deportes.

 

In 2011 & 2012 Motivo Insights partnered with the NGLC (New Generation Latino Consortium) to create a groundbreaking look at today’s influential New Generation Latino, The Máximo Report. This syndicated study delivers unprecedented access to 14-34 year old Latinos, with a focus on both U.S. born and foreign-born Latinos who have lived in the U.S. for 15 years or more.

 

Speaking engagements include: The ANA Multicultural Conference, NATPE, ARF Re:think, Latin Billboard’s Voz Latina, Y Pulse Youth Mashup, NAMIC, 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 was Senior Manager of MTV Research and Planning. In this position, he 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.

 

During his time at MTV Networks Gonzalo also sat on the MTV Networks Diversity Council, charged with creating a more inclusive work environment, while helping to build the business case for diversity throughout the organization.

 

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.