Geraldine Trufil is an MRS Research Hero of 2024

Geraldine Trufil, COO & Co-Founder of Split Second Research is one of the Market Research Society’s Research Heroes.

We are delighted to announce that Geraldine Trufil has been recognised as one of the MRS Research Heroes for 2024. Geraldine was nominated for her exceptional work across numerous projects with a particular focus on her client-first approach.

With 20 years of experience in project delivery, Geraldine has successfully managed a multitude of projects across various market categories. Her passion for problem-solving, deeply rooted in her engineering background, has been a driving force behind SSR’s success. 

In an interview with the Market Research Society, Geraldine spoke on her inspirations in the sector. She outlined her forecast for the future and some of the biggest challenges she’s faced in her 20-year career.

Overcoming Challenges

Geraldine Trufil shared the challenges she faced transitioning from a project director to founding Split Second Research. Managing all aspects of the business independently was daunting and required quick-thinking and strategy.

“Based on client feedback, SSR is the “fastest agency in town”. Our company in the Philippines has made this possible and it has also allowed us to be very competitive with our pricing.“

The Future of Market Research

Geraldine explained the importance of objective research in predicting consumer behaviour, advocating for implicit reaction time testing and neurocognitive techniques. 

“Only around 15% to 20% of people can articulate their thoughts effectively. Relying on what people say or their subjective views can be risky. Using objective methodologies based on robust science is the way forward.”

Read the full interview with Geraldine Trufil to gain deeper insights into her journey and vision for the future of market research.

Read full article.