Insightful Marketing President

Angela de la Peña
Founded the Company in 2005. Angela brings more than 15 years of strategic consulting, marketing, and marketing research experience to Insightful Marketing clients.

Angela’s knowledge has helped her bring unique insight to clients exploring new product introductions, brand re-positionings, strategy and product development assessment. Angela is adept at conducting research in a variety of settings and languages. Angela’s versatility and adeptness ensure that the proper window to consumers’ thinking process is the one utilized.

Angela worked across various industries for the premier global marketers. She started her career at Procter & Gamble Mexico, where she played a key role in numerous successful product introductions, including Pampers and Always. During her time at P&G, she was also responsible for coordinating all market research activities throughout Central America.

After her experience in consumer packaged 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.

In 1998 when Visa International was seeking to upgrade its internal research capabilities, the company approached Angela to head up its Research Department. As Assistant Vice President, she initiated major breakthrough studies, including Bank Customers Key Drivers and Satisfaction studies and Consumer End Game. As a key member of the Marketing team, Angela was also very involved in the company’s advertising agency selection process.

As President of Insightful Marketing, Angela has continued to support Visa International in conducting several key major studies, maintaining a trend of continuous improvement, and has played a leading role in the development of the Visa Small Business Monitor study that received important press coverage in 2007.

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. Angela also enhanced her moderator’s skills by taking a course at the well known Riva Institute. Angela is bilingual in English and Spanish and has skills in Portuguese that allow conducting studies and presenting results to Brazilian clients in their own language.