Director:

Silvina Neder

Silvina received her degree in Statistics in 1989 from the Universidad Nacional de Rosario. Immediately after this, she went on to pursue post graduate work and has a Master’s Degree in Biometrics from UBA-Inta. In 1997, she obtained her second post graduate degree; Master in Business Administration from CEMA.

Her market research career began in 1991 in British American Tobacco (BAT). Throughout her career, she has acquired experience in diverse markets. She was responsible for the market research departments of Clarin Newspaper, Kraft Foods and Danone.

During her tenure in these companies, Silvina oftentimes observed that many agencies lacked the flexibility to experiment with new ways of uncovering the true motivations behind consumer behavior, to address specific research needs or to obtain an in-depth understanding of the business. That is why, in 2005, she founded NEDER, an agency aimed at designing the best study for each client and of implementing it with the highest quality standards.

At present, Neder’s client portfolio includes the most renowned fast moving consumer good and service companies. Silvina’ s objective is that in each of the projects the agency carries out, the Client feels he/she is having a great experience while the work is in the field and that the resulting report will always go beyond the client’s expectations.

Silvina is a marathon runner: She will tirelessly analyze the information until she finds the answer the client is looking for. She also dives with sharks: She will not fear developing new hypotheses nor experimenting new ways of finding consumer insights.

Research teams

Quantitative studies / Statistical analysis:

Each project is supervised by a graduate student in statistics from the Universidad Nacional de Rosario.

Qualitative studies:

Focus groups and in-depth interviews are conducted by psychoanalysts with ample local and international experience, specialized in the matter at hand.