Jen Mayuga – Cruz
Director for Qualitative Research

immediately immersed herself in market research via ACNielsen Philippines following her graduation from the University of the Philippines-Diliman armed with a Bachelor of Arts in Communication Research degree in 1997.

At ACNielsen, Jen received the Arthur C. Nielsen award and an Art Award both for exemplary client servicing. She was the Product Champion for the Hair Care Category of Unilever Philippines and was in-charge of the Philippine leg of HSBC’s regional ad tracking study. Jen also ably managed other key accounts such as Ayala Land, Bank of the Philippines Islands, British American Tobacco, Avon, Asia Brewery, Kraft Philippines, Inc., among others and was one of the rare few who was able to work on a full-blown market simulation project : ACNielsen-BASES for Unilever Detergents.

Although thoroughly trained and exposed to both qualitative and quantitative studies, Jen discovered a passion and expertise for qualitative research in ACNielsen, given her natural ability to moderate respondents and write a story rather than relay facts.

From 1998-1999, Jen was cross-posted to ACNielsen International Research in New York where she headed international projects for Amway, Ericsson, Ford, Kodak, Russell Athletic and was trained in the coordination, facilitation & analysis of multi-country omnibus studies.

In 2000, Jen joined MTV Philippines as Research, Planning and Strategy Manager. Jen provided indispensable facts on media research and youth trends for marketing & business planning, branding to the Creative & Content, Marketing and Sales Teams and was responsible for programming content analysis. She likewise created the strategic framework for channel content, program timing, music selection, VJ characterization and activations.

In 2003, Jen joined the pioneering team of GoodThinking Research as Qualitative Research Manager. At GoodThinking, Jen had the opportunity to head a qualitative business unit responsible for running own projects, covering both local and regional accounts (Unilever, Unilab, GSk, McDonald’s, Jollibee, BPI, Citibank, SunLife, AXA Life, Coca-cola, Nestle, San Miguel, Selecta, Sun Communications, Meralco, Nokia).

Jen’s expertise in qualitative research has also made her one of the very few most-requested moderator and analyst for highly strategic projects.