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Interview with Jim Loretta

He has over 25 years of marketing research experience among clients in the United States, US Hispanic and Latin American market segments. He was
January 6, 2009 Podcasts 0

He has over 25 years of marketing research experience among clients in the United States, US Hispanic and Latin American market segments. He was born and raised in Mexico and is completely bilingual and bicultural. As a strategic planner, he is adept in transferring key insights and hot buttons generated from qualitative research into actionable copy points in the development of creative execution working closely with both clients and advertising agencies. He is interviewed here by QRCA member, Maureen Quinn Olsen.

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There is increasing demand for user experience (UX) research, and qualitative researchers’ unique expertise in understanding human behavior can help bring this type of research to the next level. The author focuses on the use of three frameworks that explain the “whys”—and this understanding is equally significant when consumers are interacting with technology as when they interact with other products and services. The author provides examples that have proven to be very useful in her experience exploring customer journeys within shopping apps and streaming platforms. […]

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