Norma A. Mendoza, PHD

President & CEO


Dr. Mendoza has over 20 years of marketing and research experience, leading numerous projects from inception to strategic execution.

She has expertise in consumer credit/debt, consumer credit counseling and financial decisions – focusing on Hispanics and millennial consumers.

She has conducted research in the categories of bottled water, beer, and wine; OTC allergy and pain relievers; salty snacks, and other consumer packaged goods.

She has extensive experience in retail marketing strategy, having conducted research in the categories of casual dining restaurants, as well as supermarkets and large discount stores with apparel merchandise buyers.

Most of the above experience has been accumulated in the study of the U.S. Hispanic market space.

healthcare research experience

Dr. Mendoza has conducted qualitative and quantitative research for the American Stroke Association/American Heart Association,Texas Tech Health Science Center, Janssen Pharmaceuticals, and Genentech.

She has extensive experience in the study of diabetes among Hispanics, with emphasis on the decision making process related to selecting treatment options. She also has experience in the study of rheumatoid arthritis treatment choice among Hispanics.

Dr. Mendoza has knowledge of terminology related to medical insurance, risk factors for various diseases –treatments and medications; and has conducted in-depth assessment of the patient-doctor relationship when seeking treatment information.

relevant industry experience

Dr. Mendoza was Research Director at Lopez Negrete Communications in Houston, where she directed marketing research projects for clients such as Wal-Mart, MASECA, Bank of America, Tyson Foods, VISA, Microsoft, and Shell Oil, among others.

She has provided executive training and coaching to Wal-Mart Merchandise Buyers, senior managers of LG Korea –Television Home Shopping division, and marketing executives of SK Group- a South Korean energy conglomerate.

qualifications and background

Dr. Mendoza has a rich educational background, she possesses:

–A Bachelor’s in Psychology and Mass Communications/Advertising at the University of Texas at El Paso (UTEP).

–A Master’s in psychological testing and assessment – including projective techniques and survey design.

–A Doctorate in Marketing from the University of Florida in 2000 where her specialization was Consumer Psychology.

Dr. Mendoza has also received training in qualitative techniques such as ethnographic research, in-depth interviewing, and cognitive decision mapping. Among her areas of expertise are mapping of the consumer decision process -from information search to attitude formation and change, and identifying the cultural factors that impact decision making in Hispanics. She is also experienced in quantitative research, experimental design, and advanced statistical analysis. Dr. Mendoza is 100% English-Spanish bilingual.