Helping businesses make smarter decisions through real consumer insights.

Every business, regardless of size or stage, faces important decisions. A startup may need to understand whether an idea has market potential before investing significant resources. An established company may need to determine which product features customers value most, which services to improve, or which opportunities are worth pursuing next.

The challenge is the same: making decisions without truly understanding the customer can lead to unnecessary risk.

Through market research, I help businesses replace assumptions with evidence by gathering insights directly from the consumers they want to reach. By combining quantitative and qualitative research methods, I uncover not only what people think, but why they think and behave the way they do.

Expertise grounded in methodology and human understanding.

I earned a Master of Science in Market Research and Analytics from Michigan State University, where I developed expertise in quantitative and qualitative research, analytics, and consumer insights.

Since then, I've partnered with organizations of all sizes—from startups seeking to validate whether their concept will resonate with customers to leading global companies evaluating whether the timing is right to introduce new products to the market. Whether it's testing a new idea, understanding customer needs, or reducing risk before a major investment, I help organizations uncover the insights they need to move forward with confidence.

Working across a wide range of business challenges has reinforced the value of listening directly to consumers and using research to guide meaningful business decisions. That's why, in 2026, I founded MFC Research in Puerto Rico—the island where I grew up—to bring world-class market research to businesses across Puerto Rico while continuing to partner with organizations throughout the U.S. mainland. Whether serving local companies or national brands, my goal is the same: to help organizations make smarter, more confident decisions through research that is thoughtful, practical, and grounded in the voices of their customers.

- MANUEL CABANILLAS

FOUNDER OF MFC RESEARCH