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Sebastián Maldonado

@sebastinmaldonado

Market research analyst at NielsenIQ who analyzed FMCG market KPIs and uncovered a dry dog food distribution growth opportunity.

Mexico

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At NielsenIQ, I generated insights across five FMCG categories, analyzing sales, price, distribution, and market share in NIQ Discover. I also used household panel data to identify brand-switching patterns and quantified a distribution growth opportunity for a dry dog food client.

At Psyma Latina, I moderated more than 30 focus groups and interviews, and designed discussion guides for qualitative studies. I synthesized consumer research into insights and recommendations, including findings on Gen Z brand relationships for a confectionery client.

Experience

Work history, roles, and key accomplishments

Industry Insights Analyst

NielsenIQ

Aug 2024 - May 2026 (1 year 9 months)

Generated market insights across 5 FMCG categories, producing ~20 market trend reports analyzing KPIs in NIQ Discover. Enhanced reports with household panel analysis and contributed to syndicated reports for beverage clients.

NIQ Discover KPI Analysis Market Research Household Panel Retail Audits Excel FMCG Category Management

Qualitative Market Research Intern

Psyma Latina

Nov 2022 - Dec 2023 (1 year 1 month)

Gathered qualitative consumer insights across 4 industries, moderating 30+ focus groups and in-depth interviews. Coded and synthesized qualitative data into strategic recommendations for clients.

Qualitative Research Focus Group Moderation In Depth Interviews Discussion Guide Development consumer behavior Thematic Analysis

Education

Degrees, certifications, and relevant coursework

Universidad Nacional Autónoma de México

Diploma, Business Administration

2025 -

Business Administration Diploma in English covering Strategic Planning, Human Resources, Marketing, Organizational Behavior, and Negotiation.

Universidad Nacional Autónoma de México

B.A. in Psychology, Psychology

2019 - 2023

B.A. in Psychology with concentration in Organizational and Social Psychology, focused on Consumer Behavior, Marketing, and Market Research. Trained in research design, survey methods, and basic statistical analysis.