José María San Segundo

Merco CEO

José María San Segundo Encinar is the Founder and President of the Análisis e Investigación Group and the Co-Founder and President of Merco, the leading corporate reputation monitor operating in more than 20 countries.

He holds a PhD in Business Organization from Rey Juan Carlos University and a Bachelor’s Degree in Economics and Business Administration (with specializations in Marketing and International Finance) from the Autonomous University of Madrid. He also earned a Diploma in Technical and Commercial Consulting from the Spanish Ministry of Economy and Trade.

Throughout his professional career, José María has dedicated himself to market research and reputation assessment. Recognized for his contribution to the development and measurement of corporate reputation, he has positioned Merco as an international benchmark in methodology, transparency, rigor, and independence, placing reputation at the core of business management and leadership.