Hispanic Focus Unlimited is owned and managed by Ruben and Elda Cuellar, both of whom are 1976 graduates of the University of Texas Rio Grande Valley or UTRGV. Prior to Hispanic Focus Unlimited,
Ruben had over 12 years of management experience with a major oil company in Houston and in the Permian Basin. Instrumental in the development of the firm, he has been primarily involved in the supervision and execution of numerous studies conducted throughout South Texas and Mexico.
Elda has over eight years experience as an executive administrative assistant and twenty-five years as an educator. She is responsible for editing, training interviewers, office management and coordinating focus groups.
Both Ruben and Elda are capable
bilingual moderators for focus groups in a wide range of
subjects and have been recruiting and conducting focus
groups for over 16 years. Ruben has completed the MTS II
Advanced Moderator Training Course and the Qualitative
Analysis and Reporting (MTS IV) course offered by Riva
Training Institute. Elda completed her Business and
Business Management degree from UTRGV.
The staff is also trained to perform store and mall intercept interviews and is well versed in mock trials, focus groups recruiting, mystery shopping, taste tests, store audits, product sampling and testing, as well as interviewing methodology and procedures.
Focus Group Facilty,
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