Karima Abchir

Karima Abchir currently serves as the Sr. Research Excellence and Quality Director at Ipsos en México, where she plays a pivotal role in elevating the company's research standards and ensuring the delivery of high-quality insights to clients across diverse industries. In her leadership position within Ipsos Connect Brand Expression Mexico, Karima oversees the implementation and continuous improvement of the Ipsos Group Quality Management System, aligning local guidelines with global best practices and business strategies. Her expertise in strategic planning, quality systems, and continuous improvement drives initiatives that enhance operational efficiency and reinforce Ipsos’ reputation for research excellence.

A key focus of her role involves fostering seamless collaboration between Client Service, Service Lines, Operations, and Support Functions to meet compliance requirements, adhere to local laws and regulations, and deliver innovative solutions tailored to client needs. Karima’s extensive experience in market research and product management across LATAM and EMEA markets enables her to leverage competitive intelligence and market insights to inform strategic decision-making. Her background in fast-moving consumer goods (FMCG), product innovation, and copy testing positions her as a trusted leader in delivering actionable insights that support brand expression and marketing management strategies.

Throughout her career, Karima has successfully managed complex projects and resources in multicultural environments, building strong, lasting relationships with clients, partners, and suppliers. Her focus on continuous improvement and her ability to navigate diverse markets make her an invaluable asset to Ipsos, where she champions research excellence, quality assurance, and innovative methodologies to meet the evolving needs of her clients in Mexico and beyond.