Cerda previously founded and led Hispanic market research agency Encuesta where he ran research projects for the likes of Burger King, Ford and Verizon Wireless.

Stephen Palacios, executive director of the intercultural practise in North America, said: “We’re extremely fortunate that Martin has chosen to bring the best of Encuesta to our firm. His accomplishments over the last two decades along with the respect he has garnered from clients and the industry are a testament to his value and the incredible benefit he will bring to our clients’ businesses.”