About us... // Learn more about who we are.

We are a qualitative research agency focused on studying human needs, motivations and behavior, for their application in marketing.

Let’s make it clear: we do not study consumers, shoppers or citizens. We study human beings in flesh and blood, that incidentally also happen to be consumers, shoppers and citizens.

To study human motivations, it is necessary to explore perceptions, emotions and internal forces inside human beings.

Our qualitative analyses necessarily involve an exercise of creativity. The challenge consists in understanding and interpreting our discoveries, so that we can translate what we have found into actionable information that can generate RESULTS for your business.

What we do// This and more is what we do.

  • Strategic studies: development of concepts, brands and products
  • Innovation studies: to find new paths and needs
  • Branding studies: image, positioning and brand architecture
  • Segmentation studies
  • Competitive strategies
  • Communication analysis and evaluation
  • Shopper insights

How we do it// With experience, dedication and putting our heart into every project.

It is impossible to achieve absolute perfection, but we never stop trying to reach it. This is why we put attention into even the slightest detail in each of our studies.

  • We design creative researches, because we know that only creative researches lead to creative solutions.
  • We try to give our clients more than they expect from our researches. We like to surprise them with our marketing recommendations.
  • We work with the highest sense of honesty and transparency.
  • We handle every research with professionalism, dedication and a great sense of marketing.
  • We understand that the future of our clients depends on the results of our researches. And therefore, so does ours...

Where we do it// Get to know our installations.

  • Excellent location and unlimited parking space.

  • Break room for our clients, with closed circuit transmission of the session in turn.

  • Gessel room with the capacity to transmit sessions through Focus Vision, videostreaming or videoconference.

  • Observation room with comfortable seating space for eight people. Simultaneous translation available in any language.

Methodologies // Our working tools.

  • Focus Groups
  • Open Groups
  • Workshops
  • Consumer Labs
  • Mini-groups (4-5 participants)
  • Dyads and Triads (2 and 3 participants)
  • Individual In-Depth Interviews
  • Ethnography
  • Online groups and interviews

Our Clients // Who we have worked with.

Our Team // Each of our contributors.

Alfonso Rodríguez

General Manager and founding parter of Informaccion Accionable S.C.

Graduate from the UNAM with a degree on Psychology, Alfonso has more than 30 years of experience as a qualitative market and a public opinion researcher.

His extensive path in the research medium has allowed for him to cover a broad amount of categories, that include: foods, snacks, alcoholic beverages, cigarettes, refreshments, bottled drinks, corporate image, vehicles, multi-level sales, laboratories and pharmaceutical products, political marketing, media, telecommunication services and financial products and services.

Throughout his career as a researcher, Alfonso has directed projects for some of the most important companies in the country, such as: Banamex, Bancomer, Santander, Scotiabank, American Express, Gamesa, Pepsi, Sabritas, Cadbury Adams, Avon, Bacardí, Cervecería Cuauhtémoc-Moctezuma, Ford, Nissan, Volkswagen, Astra Zeneca, Baxter, Telmex, Televisa, as well as government and social organizations.

In his free time, Alfonso loves to read, listen to classical music as well as playing tennis.

Gloria María Elena

  • Degree on Psychology - Universidad Iberoamericana
  • Degree on Philosophy - Universidad Nacional Autónoma de México
  • Master’s on Psychoanalytical Theory - Centro de Investigaciones y Estudios Psicoanalíticos
  • PHD in Philosophy - Universidad Iberoamericana

Eleven years of experience doing qualitative market research.

Categories in which she has worked: pharmaceutical industry, massive consumption products, self-service stores, beauty and personal care products, laundry and home care products, telecommunication companies, electrical appliances, financial companies and educational institutions.

Hobbies: Reading, watching television series and playing board/computer games.


  • Degree on Psychology - Universidad Iberoamericana
  • Master’s on Psychoanalytic Research

Seven years of experience doing qualitative market research.

Categories in which she has worked: massive consumption products, electrical appliance clinics, medical studies, food products and fashion industry.

Hobbies: Reading, listening to music and watching films.


  • Degree on Psychology - Universidad Intercontinental

Nine years of experience doing qualitative market research.

Categories in which she has worked: advertising companies: evaluation of concepts and shoppers, house care, beauty and personal care products, foods and drinks, education, communication and entertainment media, financial services and technology.

Hobbies: going to the movies or the theatre, reading suspense novels, doing yoga and playing board games.


  • Degree on Psychology - Universidad Iberoamericana
  • Course on Psychoanalytic Psychotherapy - Asociación Psicoanalítica Mexicana

Eleven years of experience doing qualitative market research

Categories in which she has worked: pharmaceutics industry, processed foods, candies and snacks, alcoholic and non-alcoholic beverages, cosmetic products, banks, pet foods, telecommunication industry, car industry, insurance companies, technology, fashion and web site evaluation.

Hobbies: running, spinning and doing exercise in general. Reading novels, having new culinary experiences / scouting restaurants, traveling, shopping, and going out with friends.

Luis Enrique

  • Degree on Psychology - Universidad Iberoamericana
  • Studies on Psychoanalysis - Círculo Psicoanalítico Mexicano

Eight years of experience doing qualitative market research.

Categories in which he has worked: soft drinks, laboratories, laundry detergents, dairy products, candies, cookies, dental products, insurance companies, juices, bottled water, alcoholic beverages, salty snacks, soaps, body lotion, shoes and beauty products.

Hobbies: Buddhist meditation, chi kung, kung fu, reading (mainly novels) and travelling.


  • Degree on Communication Studies - Universidad Iberoamericana
  • Research and technology coordinator

Seven years of experience as a specialist in strategic communication for different brands in ATL and BTL mediums.

Categories in which he has worked: car industry, department stores, fashion, laundry detergents, dairy products, cookies, juices, bottle water, alcoholic beverages, optician’s shops, candies, pharmaceutics, cosmetic products, mobile industry and journalism.

Hobbies: listening to music, going to the movies, watching TV series, going to concerts, and going out with friends.


  • Logistic Coordinator

More than 10 years of experience in similar job positions.

With ample experience in recruiting, logistics and applying screeners.

Categories in which she has worked: Pharmaceutics, entertainment industry, massive consumption products, alcoholic and non-alcoholic beverages, natural foods, fashion, threads and fabrics and multi-level sales.

Hobbies: going to the movies, watching TV, listening to music, going to museums and spending time with her son.

Contact // Call us or come visit...

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Insurgentes Sur #1020 Int. 602, Col. del Valle, Del. Benito Juárez,
C.P. 03100, Ciudad de México, Distrito Federal

Office: (55) 5559-2023 // (55) 5559-4289