About Us

Carlos E. Garcia is an accomplished professional in both qualitative and quantitative research. After ten years of experience in Hispanic research, he founded and ran Garcia Research Associates, Inc. In 2011 Carlos became an SVP for Multicultural Research with Knowledge Networks and then with GfK. After five years with GfK, Mr. Garcia re-launched an independent Garcia Research.

Mr. Garcia was a cum laude graduate in Foreign Languages from Pomona College in Claremont, California. He received a Ford Foundation Fellowship toward a Masters Degree in Comparative Literature from UC Berkeley, an MBA from National University in San Diego, and also did graduate work at the Université de Paris III (La Sorbonne Nouvelle).

Carlos, the child of Mexican immigrant parents, is fluent in Spanish and French. He is a past president of the Pomona College Alumni Association. He is the recipient of the Meritorious Service Award from the Marketing Research Association, the Latin Business Association Business of the Year award, and the ARF Ogilvy Award for a multicultural project for Walmart. He now serves on the Board of Trustees of Pomona College.

Hermine Fuerst Garcia has served as Chief Financial Officer of Garcia Research Associates for over three decades, bringing financial leadership and a deeply international perspective to the firm. She holds a Bachelor of Arts from Case Western Reserve University and an MA from San Diego State University.

A serial entrepreneur, Hermine co-founded Language Unlimited — producing Continuing Education courses in Spanish for the healthcare profession — and co-created La Tourelle du Beffroi, a ten-room hotel in Bourbon Lancy, France, recognized with two Michelin stars.

Hermine speaks five languages: English, French, Spanish, Italian, and German.

Mayra Molina is a market research professional with a proven track record of delivering actionable insights that drive client results. With more than 20 years of experience in qualitative, innovation, and UX research — and a focus on the U.S. Hispanic market — she leads research at Garcia Research, Inc. across industries including technology, healthcare, automotive, consumer goods, and retail, in both U.S. and international markets.

Mayra is skilled in diverse qualitative methods, from traditional techniques and ethnography to in-situ and online approaches, and brings a bilingual, bicultural perspective that deepens every project. Known for her collaborative style, she is deeply committed to each client she serves.

Based in Los Angeles, CA.

Cesar Núñez is a native of Tijuana, Baja California, a border city that shaped his bicultural perspective and deep understanding of two cultures and two markets from an early age. He holds a Bachelor's degree in Business Administration from the Universidad Autónoma de Baja California.

In 2005, he joined Garcia Research de México when the firm was first opening its offices in the country, starting as a supervisor. Over the course of two decades, he has grown alongside the operation and today serves as General Manager of the Mexico offices, leading a team committed to excellence in market research.

His bicultural perspective and deep knowledge of the border region allow him to connect authentically with audiences on both sides of the border, bringing a unique vision to every project.

Francisco has more than 10 years of experience as a market researcher, working across a variety of industries. He is a driven and highly collaborative leader with strong people and program management experience. As a quantitative research director, Francisco oversees all aspects of project execution and data collection.

At Garcia Research, he has led positions such as coder, translator, programmer, field coordinator, project director, and reporting specialist. Being able to work in all these different areas is key in understanding each one and their importance. His goal is to always provide quality in his work, paying the necessary attention to each area that he covers.

Prior to joining Garcia Research in 2010, he held a customer service representative position with one of the largest cell phone companies in the U.S. Francisco has a BA in Psychology and Information Technologies — a combination that gives him a unique perspective of the human side and the technological side of market research.

Francisco was born in Tijuana, Mexico, one of the most visited border city in the world. Located just 15 miles from San Diego, CA, this unique living experience has contributed to him becoming completely bilingual and bicultural.

José Luna is a Systems Engineer from the Universidad Autónoma de Baja California (UABC) with over 25 years of experience in the technology sector. Since joining García Research, he has built deep expertise in market research analysis and strategic decision-making, supporting teams with methodology design and evidence-based results interpretation.

José brings a strong technical background spanning Linux server administration, database management, ITIL frameworks, and software development in PHP, MySQL, JavaScript, and Java. He is also an expert in applied Artificial Intelligence, integrating generative AI and large language models into real-world workflows — from process automation to AI-powered data analysis solutions. He is passionate about combining technology with business strategy to deliver practical, scalable results.