Alejandro Garnica



For over thirty years, Alejandro has worked in applications of research and planning for business in areas such as: mass communication, media, advertising, markets, branding.

Besides being an independent consultant, Alejandro currently directs ARIA (Americas Research Industry Alliance), a joint effort by eleven National Research Associations from North and South America. He is also co-director of GRBN (Global Research Business Network), the global entity created by EFAMRO (Europe), APRC (Asia Pacific) and ARIA (Americas)

He received a B.A. in Communication Theory and Research (UIA, Mexico), a Diploma in Political Marketing (ITAM, Mexico) and a Master’s Degree in Marketing and Communication (UOC, Barcelona)

Frequent writer for printed media, Alejandro has co-authored three books as well. Medición de audiencias de televisión en México (2009) the first analytic volume about Mexican audiences. Telenovelas en México: nuestras íntimas extrañas (2011), about soap operas. And Audiencias saturadas, comunicación fallida (2013), a printed and digital publication on a “mediagraphy” of the 2012 presidential campaign.


Alejandro is happily married to Martha Lobo, also a consultant and business researcher. They live in Queretaro, Mexico.