26 years of experience, innovation and confidence.


This year is Factum’s 26th anniversary of attending and responding to client’s needs throughout Mexico and in different continents.

Applying the best methodological alternatives for each study and supported by a solid group of professionals.

Main Partners.

Alberto Martínez de Velasco A.

General Director Factum.
  • College Degree in Communication specialized in Applied Market Research (Boston College).
  • 36 years of experience in marketing and market research.
  • Presidential Communication Office: Chief of department.
  • Banco Nacional de México (Banamex): Strategic planning, Marketing, and Market Research Manager.
  • Leo Burnett: Market Research Director.
  • Operadora de Bolsa: Marketing Director.
  • Co-writer “Practical Organizational Communication”.
  • Co-writer of “Communication in Organizations”.
  • Main Teacher at the MBA  of  ITAM and Marketing at Universidad La Salle.
  • College and Masters Profesor in Communication at Universidad Iberoamericana.
  • Several seminars, courses, and publications in magazines and newspapers.

Marco Antonio Zepeda Molina

Specialized advisor for advanced statistics.
  • College degree on applied mathematics (ITAM).
  • Since 2005 has collaborated as specialized advisor for FACTUM in multiple tasks on analysis and conjoint developments (ACA, CBC), and has worked as instructor of our executive body in statistical analysis.
  • Manager for the development, promotion and technical support of a broad scope of systems.
  • Has been a collaborator in different areas of the market research industry, achieving experience in different types of research projects, especially in data mining and multiple statistical analyses.
  • Has collaborated at ITAM and UNAM (National University) in the development of sites and support of networks.
  • In depth knowledge in specialty programs such as VISUAL, SQL, BASIC, C++, SAWTOOTH and SPSS.

Alejandra Martínez de Velasco Prieto

Senior Account executive.
  • 8 years of experience in marketing and marketing research.
  • Manager for marketing strategies at Avnet Partner Solutions.
  • Since 2002 has collaborated in Factum as account executive, coordinating either quantitative or qualitative projects
  • College degree in Marketing at ITESM in Mexico city.
  • Currently studying an MBA from Kaplan University.
  • Has attended several specialized marketing seminars & workshops with ITESM, AMAI, AMA and written several papers related to market research for specialized magazines and clients.

Patricia Hernández Leonardo

Junior Account executive.
  • College degree in communication form the National University (UNAM).
  • Since 2007 has collaborated with Factum in different quantitative studies.
  • Worked in specialized research projects such as "Evaluation of the impact of housing projects for low income families" for the ONG Innovations for Poverty Action.
  • "Pedagogical usage of educative printed materials for elementary education" directed by UNAM and the Mexican ministry of education (SEP).
  • Collaborator in the development of the consulting system "Census statistics of geoelectoral scales" for the Federal Electoral Institute (IFE) published and available in the INEGI internet site.
  • Worked for the project "UNAM at your community" (community development program) which was published by UNAM and the Social Development Ministry.
  • Assistant professor at the Political and Social Sciences faculty UNAM.

Carlos F. González Martínez de Velasco

Specialized advisor for technology and Information systems.
  • Masters degree in electronic commerce (ITESM).
  • College degree in Marketing (ITESO).
  • Director of Continua (Interactive Marketing Agency).
  • Director of GraphicMail in México.
  • Specialist in information technologies and new research & data gathering systems.

Nayeli Figueroa Esquivel

Quality Control Manager.
  • College Degree in Sociology from the National University (UNAM).
  • College Degree in International Marketing (in process).
  • Specialist in quality for several organizations such as Field Research & Rolling Personel in the last 11 years (Ipsos affiliates).
  • Detailed knowledge of ESIMM (our current norms) & ISO 20252 (specialized norms for market research) which she will be in charge of applying in Factum.
  • She have collaborated in several organizations specialized in social research and citizen participation.
  • Co-author of several oral memories of neighborhoods in Mexico city.

In touch

Email Twitter
+52 (55) 5286 6400
+52 (55) 5286 5118



Some of our prestigious clients

International Associations