Victoria Aramayo

Victoria joined Bonamy Finch in September 2009, after working on the client-side for Electrolux in Sweden where she worked on a sizeable global trend report.

Her specific areas of interest are consumer centric innovation processes, brand research and global segmentations. In addition, she enjoys keeping up to date with the latest consumer and marketing trends to attain a contextual understanding, combining insight with foresight.

Victoria embarked on her career in market research during her Master's year in the Marketing Academy of Stockholm University. Throughout the years she has acquired advanced skills in project management and analysis of primary as well as secondary data, synthesizing qualitative and quantitative findings. She is also experienced in delivering presentations and consultancy services to end clients.

With her multi-cultural background, she is a passionate, inquisitive traveller. When she is not flying to exotic destinations you will usually find her in running shoes, on her bike or behind the piano or the guitar.

Why did you become a market researcher?

An infinite thirst for exploration and understanding of consumer cultures, combined with a wish to work between the two spheres of research and strategic marketing practitioners.

What are the biggest challenges for future consumer researchers?

To find improved methods for measuring the intangibles, which are of growing importance in an experience economy. Secondly, to provide meaningful insights that can promptly be translated into actionable measures. Finally, to develop more customised solutions which are better suited for conspicuous consumers and changing client needs.

What signifies a ground breaking innovation in today’s market place?

It re-defines the category through the use of market changing insights. These innovations are born where creative, lateral thinking meets an understanding of implicit consumer desires.  

What are your favourite quotes?

“Be the change you want to see in the world.”

“Not everything that can be counted counts and not everything that counts can be counted.”

Name three non-professional life goals…

     1) To establish a school start-up project for the unprivileged in East Asia

     2) To publish a scientific article or book

     3) To release my own music record