About Us

We're an experienced yet nimble team that's passionate about achieving your business goals. Preference Analytics applies world-class listening skills and deep expertise principles to directly impact client success.

Our leadership team, extended research team, and business partners are subject matter experts, meticulous and highly skilled, collaborative, and always consummate professionals.

Alvaro (Al) Barraza

FOUNDER

Al is a leading consultant in global insights, strategy, and multicultural marketing. His extensive expertise spans multiple industries including payments, ecommerce, insurance and financial services, software, consumer packaged goods, and transportation.

Prior to founding Preference Analytics, Al was the Director of Market Research at Allstate and a Director of Research at PayPal. He has a master's degree in Economics, and bachelor's degrees in Economics and International Relations from San Francisco State University.

Felice Stahl

CO-FOUNDER

Felice is a Market Research professional who helps design, manage, and execute comprehensive, creative, and enlightening qualitative research projects. She is a R.I.V.A. trained moderator and has interviewed several hundred small business owners across North America.

Her broad experience includes working with high-tech brands, Fortune 500s, and nonprofit organizations. She has a master's degree in Organizational Development from the University of San Francisco and a bachelor's in Psychology from the University of California Santa Cruz.

Ray Celaya

PARTNER

Ray is a senior consultant and respected leader in multicultural marketing and executive leadership development, with 30+ years of experience across insurance, financial services, and corporate advisory work. He has advised or collaborated with organizations including Allstate, Travelers of Florida, Wells Fargo, Northwestern Mutual, Cash App, Herff Jones, Meridian Insurance, and Century 21.

He also served as President of the National Hispanic Corporate Council and retired as a U.S. Army Major after 24 years of global service, giving him deep perspective on how culture shapes leadership and business success.

Our Business Partners

Preference Analytics also draws from a network of industry experts, with expertise in go-to-market, product marketing, and multicultural marketing to enrich the unique insights we provide.