Since 1986, Martha has helped hundreds of clients better understand the Hispanic Market.



Martha Garma Zipper is the founder of MGZ Research. She has over 25 years of experience in market research and as a qualitative moderator conducting research in United States, Mexico, and Puerto Rico. She grew up in Chicago, IL and graduated from Instituto Tecnológico Regional de Celaya in Mexico.

Martha is Mexican-American and has lived in the United States, Mexico, and Europe. Her work experience includes uniform standards promulgation for the European Union in Brussels, work with Hispanic and General Market advertising agencies, and work with other market research firms before starting her own business. Her Spanish language knowledge includes familiarity with Spanish idioms and local vocabulary used by other Hispanic groups (such as Puerto Ricans, Cubans, Central Americans and South Americans). Martha is not only fluent in Spanish but understands the Hispanic culture.

Martha showed me the difference between being bi-lingual and bi-cultural. She probed winners and losers.. each session included Hispanics with different acculturation levels. Martha was great at adjusting her questions based on the consumers’ different backgrounds.
— David Glenn, Connected Inc.


  • Illinois Institute of Technology
  • Sensory evaluations 
  • RIVA Market Research Training Institute.
  • American Marketing Association
  • Qualitative Research Consultants Association