Why do they choose you, and why do they leave?
Motivations, barriers, purchase and usage rituals, and the language your customers use to describe the category and your brand.
Market research · Customer experience
Qualitative research: what is behind the data.
In-person and online focus groups, in-depth interviews, in-home and in-store ethnography, and online communities, with rigorous recruiting, expert moderation and analysis with a commercial lens. To understand motivations, language and barriers before you decide.
Reach in Mexico32 states, nationwide
International coverageMexico, Central America, South America and the United States
Track record20+ years
What it answers
The questions it answers.
How do they react to something new?
Concepts, products, packaging, campaigns and experiences evaluated with real consumers before you invest in the launch.
What happens at the moment of truth?
Observation at home, at the point of sale and along the shopping journey, to see what people do and not only what they say.
How we work
How we do it.
We start from the decision you need to make and design the study backwards from it.
We turn the business question into research objectives
Objectives by section, discussion guide, stimuli and participant profile defined with your team; projective techniques when the subject calls for them.
Rigorous recruiting and expert moderation
Verified participants with clear screeners; in-person sessions in viewing facilities or by video, interviews where the decision happens, and ethnography with video and photo documentation.
Analysis with a commercial lens
Synthesis by theme and segment, meaning maps, illustrative verbatims, and a report that connects what we heard to the decision in front of you.
Deliverables
What you get.
- A qualitative report with findings by objective and segment, and their implications for the decision.
- Selected verbatims and audiovisual material, with the context that explains them.
- Meaning maps and maps of barriers and drivers.
- An assessment of the concepts, products or campaigns tested: what resonates and what does not.
- Presentation with your team, in person or by video call; live observation of sessions when you want it.
- Integration with a quantitative study when you need to size what we discovered.
Want to hear from your customers before you decide?
Tell us the decision and the profile you need to hear from; we build the guide, the recruitment plan and the schedule.
Frequently asked questions
What clients usually ask.
Which qualitative techniques do you use?
In-person and online focus groups and mini-groups, in-depth interviews, in-home and in-store ethnography, shop-alongs, online communities and diaries, and projective techniques within each of them.
How do you recruit participants?
With screeners agreed with you, profile verification, a check on recent research participation, and confirmation before the session. We recruit consumers, users, professionals and business decision makers.
Can I observe the sessions?
Yes, from a viewing room or live by video, with simultaneous interpretation when the observing team does not speak Spanish.
Do you work in other countries?
Yes: Guatemala, El Salvador, Honduras, Costa Rica, Panama, Colombia, Ecuador, Peru, Chile, Argentina and the United States, with local moderators and coordination from Mexico.
Do you combine qualitative and quantitative research?
Often: qualitative explains the why and quantitative measures the how much. We design the sequence according to the decision you want to make.
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