Who we are

Market Focus has formed a team of senior-level marketing executives who have experienced first-hand many of the issues that their clients are facing. These strong backgrounds allow clients to work with consultants who are results-oriented and have successful, proven track records.

Albert Sanchez


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Albert Sanchez, President of Market Focus Corporation, founded the qualitative research company in 1996 and brings extensive marketing and marketing research expertise to his clients. He has developed innovative marketing research programs for clients in the consumer packaged goods, financial services, healthcare, pharmaceutical, and communication industries. Clients have trusted Albert to work on their most high-profile of projects including Super Bowl and Olympics advertising, major product launches, and global package redesigns. In addition, many clients have capitalized on Albert’s fully bilingual capabilities and have hired him to conduct research with the General Market, as well as the Hispanic market.

Prior to founding Market Focus, Albert held senior-level marketing positions with Unilever in the United States and Mexico. In various positions with the company, Albert managed billion dollar brands and developed long-term market entry strategies. He has worked with the foremost global advertising agencies and helped develop award-winning advertising campaigns.

Albert is a member of the Qualitative Research Consultants Association and was Co-Chair of the Florida Chapter for five years. He holds a Bachelor of Science in Marketing from Georgetown University and an MBA from the Fuqua School of Business at Duke University.

Angela de la Peña

Senior Consultant

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Angela de la Peña, Senior Consultant, brings more than 15 years of strategic consulting, marketing, and marketing research experience to Market Focus’ clients. Her varied knowledge has helped her bring unique insight to clients exploring new product introductions, brand re-positionings, strategy development, and packaging assessment. Angela is adept at conducting research in a variety of settings and languages. Whether it be traditional focus groups vs. on-site ethnographies; or the U.S. general market vs. Hispanic market, Angela’s versatility and adeptness ensure that the proper window to consumers’ thinking process is the one utilized.

Prior to joining Market Focus, Angela worked across various industries for the premier global marketers. She started her career at Procter & Gamble. After her experience in consumer package goods, Angela went to the financial services industry, where she served as Market Research Director for American Express. From that position in Miami, she managed all qualitative and quantitative research projects for the company’s Latin American and Caribbean region. And finally, when Visa International was seeking to upgrade its internal research capabilities, the company approached Angela to lead its Research Department.

Angela holds a Bachelor of Science in Anthropology from the National School of Anthropology in Mexico City and conducted her postgraduate work at the Instituto Tecnologico de Monterrey (ITESM) in Mexico City. Angela is bilingual in English and Spanish.

Amy Sundet

Senior Consultant

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Amy Sundet, Senior Consultant at Market Focus, brings the company’s clients a unique combination of advertising agency experience and packaged goods experience. This background helps her understand the clients’ objectives and work towards delivering meaningful consumer insight and actionable implications. Some of Amy’s projects have included exploring brand and category imagery, optimizing brand communication plans, assessing new package designs, and evaluating new product and line extension concepts. Many of Amy’s projects are concentrated in the digital space, where she has become a recognized expert.

Prior to joining Market Focus, Amy was a Senior Research Manager at Nestle Purina, where she directed research for brands like Purina One, Dog Chow, and Puppy Chow. In addition, she managed the company’s advertising tracking research across all categories. Amy went to Purina after working at Leo Burnett and J. Walter Thompson as an Account Planner. During her agency career, she worked on the Kraft, Nintendo, and Tropicana accounts.

Amy received her Masters in Marketing Research from the University of Georgia and a B.S. in Business Management from Cornell University.

Patty Fernandez

Project Manager

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As Project Manager for Market Focus, Patty Fernandez is responsible for managing all of the company’s qualitative projects throughout the United States and Latin America. Her attention to detail minimizes the time that clients have to spend on issues such as screener development, recruitment status, and facility logistics. Her superb communication skills and strong customer service philosophy have produced extremely satisfied clients. Patty keeps Market Focus clients abreast on all facets of their projects, so there are no last-minute surprises and the focus remains on the project’s objectives – obtaining consumer insight.

Play video and listen to Albert Sanchez explain why Market Focus is hired by the biggest brands time and again.