Brief Bio

Cynthia is a seasoned qualitative researcher with broad experience in marketing and advertising, spanning the client and agency sides. Cynthia’s 25 years of experience, both international and domestic, includes brand management responsibilities at Procter & Gamble and Beiersdorf, Account Supervision at ad agency Bromley Communications/Publicis for the P&G and Nestle accounts, as well as qualitative research with Culturati. After 5 years as a moderator and marketing consultant, Cynthia founded Smarketing Consulting and Research in 2012, a boutique market research agency serving audiences of different profiles and with a sweet spot for the U.S. Hispanic market. Due to her professional background and strong business orientation, Cynthia is particularly skilled at gleaning actionable insights to elevate marketing and business strategy.

Cynthia serves at the Qualitative Researcher Consultant’s Association (QRCA) Board of Directors; she co-chaired the QRCA Texas Chapter from 2017 to 2021 and served as a board member for the American Marketing Association (AMA) San Antonio from 2013-2016.  She holds an MBA in International Business from the University of Bristol, UK and a Bachelor’s degree in International Relations from Universidad Iberoamericana, Mexico. Cynthia is fully bilingual (English and Spanish) and fluent in French.

Category Experience

Cynthia has solid experience in CPG, Food & Beverages, Beauty & Personal Care, Travel & Tourism, Healthcare, Pharmaceutical, Advertising, Financial services, Technology, Retail and Public Opinion.


Cynthia is experienced in a variety of in-person methodologies, such as focus groups, in-depth & professional interviews, consumer connects, ethnographies and shop-alongs, as well as online methodologies (groups, interviews, boards, and communities). Cynthia has a passion for exploratory research and for conducting workshops guiding teams to incorporate research insights into strategy.


“Making a Splash: How Artistic Swimming’s Reinvention can inspire Qualitative Research.”
Published by QRCA Views on September 2023

Book review for QRCA Views Magazine to be published in Q3, 2024:
“Generations. The Real Differences Between Gen Z, Millennials, Gen X, Boomers, and Silents – and What They Mean for America’s Future,” by Jean M. Twenge, Atria Books, 2023