Ana Rockwell


Ana is a highly organized and detail-oriented professional with over 15 years of experience in the U.S. Hispanic market.  A Costa Rican native, Ana is a certified moderator in both Spanish and English.  She has unique expertise in issue advocacy research, having conducted numerous focus groups in the areas of education, immigration and other non-profit causes.

Previously, Ana worked in Client Services at La Opinión, a Spanish language newspaper in Los Angeles, as well as Nuestro Tiempo, a Spanish language publication of the Los Angeles Times.  She received her Bachelor of Science degree in Political Science and Communications from the University of California, Los Angeles.  Ana now resides in Miami with her husband and three children.


  • Spanish- and English-language moderating focus groups and ethnographies
  • Deep expertise into Hispanic consumer behavior by acculturation and country of origin
  • Interpretation and application of research insights to business challenges

Words to live by:

  • “Live as if you were to die tomorrow.  Learn as if you were to live forever.”  Mahatma Gandhi
  • “I cook with wine.  Sometimes I even add it to the food.” W.C. Fields
  • “It is our choices that show what we truly are, far more than our abilities.”  J. K Rowling

Books of Inspiration:

  • The Bible
  • The Voice that Remembers — Ama Adhe
  •  The Alchemist —Paulo Coelho

Outside of VSI:

  • Enjoys eating, cooking and wine tasting
  • Reading, when she is not otherwise engaged by her 3 teenage kids
  • Would like to retire on a beach in Costa Rica, right after she becomes a chef at Le Cordon Bleu in Paris