The Core Team
Florinda Guzman
President and Founder
Armed with a foreign service degree, Flor’s field research experience is undoubtedly one of the longest Being one of the pioneers of the field force of then Consumer Pulse (now The Nielsen Company Philippines) under the tutelage of several research gurus including that of the late Rosie Chew, she was able to hone her skills and build expertise in the various facets of data gathering.
Her yearning to apply her business acumen and her intense desire to further grow in the field of market research prompted her to put up her own agency, Fully Guaranteed ( Research, some 30 years back after Nielsen decided to adopt a sub contracting policy To date, FG Research is one of the preferred suppliers of various agencies and companies to conduct their consumer research studies.
Ma. Marilet "Tetet" Ricaflanca
Research Director
Tetet started her career in market research as Research Executive at I View, Inc where she quickly rose from the ranks to become the youngest member of the company’s management team In 2009 she was hired by Expressions Stationery Shop Inc the retail arm of Sterling Paper Philippines to spearhead all market research activities of the company from study design up to data analysis.
Prior to joining FG, Tetet served as Field Project Lead at The Nielsen Company Philippines where she was overall in charge of field implementation for most of Nielsen’s key clients including Philip Morris, Globe Telecom, and Del Monte During her term at Nielsen, she led the field implementation of the company’s first live project via computer assisted personal interviews (CAPI) and piloted conversion of tracking studies from pen and paper to CAPI She was also a Simply Excellent awardee for excellence in project implementation, and was participant in multiple Kaizen sessions for the Consumer Insights business.
Lorie Lomboy
Field Director
Lorie, as she is amiably called, started her career with Consumer Pulse (now The Nielsen Company Philippines) in 1984 as a Field Interviewer She rose from the ranks until she assumed the post of Editor/Trainer in 1985 Given her analytical talent, she was hired by the National Census Statistics Office in 1986 as Field Enumerator Coordinator.
With over 30 years of marketing research experience up her sleeves, Lorie is adept in all types of market research studies In her capacity as Field Director, Lorie is overall in charge of field implementation and data gathering.
Lorie is armed with a Commerce Degree from St Louis College.
Regina Coeli Tagumpay
Research Manager
Coeli started her market research career when she joined the operations team of The Nielsen Company in 2009 She has lead various studies including product tests, customer satisfaction, UAI, etc She has also led one of the first Nielsen initiatives to migrate data collection from paper and pen to computer assisted.
She gained client servicing experience upon joining the accounts team of PSRC as a Research Executive handling a big FMCG brand among other clients She then transferred to Ipsos, Inc as a Senior Executive for their Path to Purchase team In Ipsos, she handled shopper studies, eye tracking studies, shelf tests, mystery shopping, brand health studies, and car clinics among others.
Philip Guzman
General Manager and Head of Datamix Research Inc.
Philip, like most of the management team, has had extensive market research experience being mentored by the Group’s President, Ms Flor Guzman.
His experience in market research dates back since 2001 when he joined Fully Guaranteed Research in a field supervisory capacity His stint with FG Research enabled him to handle and learn the intricacies of various data gathering methodologies for consumer research studies He later on joined the Datamix Research team as General Manager.
In his capacity as the General Manager, he takes charge of overseeing the daily operations of Datamix Research and ensures that all pertinent needs of both Clients and personnel are addressed for smooth sailing of projects undertaken.