What Arellano does

Arellano Investigación de Marketing S.A. is a privately held Peruvian market research and strategic consulting firm founded in 1996 and headquartered in Miraflores, Lima. The firm specializes in understanding Latin American consumers — particularly the emerging middle class and popular sectors — and translates that knowledge into growth strategies for enterprise clients across Peru and at least eight additional Latin American countries. Over 25+ years it has completed more than 4,600 projects for over 650 clients across 20+ sectors, with a self-reported customer satisfaction score of 4.74/5 and an NPS of 82.1%.

The company's core technology stack is built around proprietary consumer segmentation frameworks rather than software. The flagship is LATIR® (Estilos de Vida Latinoamericanos), a registered trademark classifying consumers by Attitudes, Trends, Interests and Resources. Supporting models include Las Nuevas Limas (a four-zone Lima segmentation), El Rombo Social (Peru's evolving socioeconomic structure), and the 5 Macrorregiones del Perú framework. These taxonomies underpin a service portfolio spanning strategic consulting, strategic planning, syndicated multi-client studies, market research ("Investigación con valor"), data collection and processing, revenue growth management (Price Pro), the Weeare digital loyalty platform (operated with technology partner Trading Tech Lab S.A.C.), and academic training delivered jointly with Centrum PUCP.

Arellano operates as a B2B professional services firm, monetizing primarily through customized consulting engagements and project-based market research with enterprise clients reached via direct field sales and account executives. The syndicated multi-client studies and Weeare loyalty platform introduce recurring/managed-services revenue dynamics, while the Master's program with Centrum PUCP creates an adjacent talent-development revenue stream. Distribution combines direct enterprise sales with an online storefront (tienda.arellano.pe) for certain products, and the firm is privately held with no disclosed parent company, institutional investors, or external funding rounds.

Name

Arellano

Legal name

ARELLANO INVESTIGACIÓN DE MARKETING S.A.

Website

https://arellano.pe

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Arellano is a privately held Peruvian market research and strategic consulting firm, founded in 1996, that helps enterprises across Latin America understand emerging middle-class and popular-sector consumers using proprietary segmentation frameworks, syndicated studies, and a digital loyalty platform.

Ownership category

akta.pro rank

Product category

Market Research and Strategic Consulting Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

Keywords

• Market research services
• Strategic consulting
• Consumer segmentation
• Syndicated research studies
• Revenue growth management

Headquarters

HQ city

Miraflores

HQ country

Peru

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Strategic Consulting: Custom strategic consulting engagements helping companies resolve problems and make effective decisions through strategic analysis, market insights, and tailored solutions.
2. Strategic Planning: Strategic planning services allowing senior leadership to make decisions with clarity and focus, identifying organizational capabilities to develop.
3. Price Pro: Revenue Growth Management (RGM) and intelligent pricing strategy services helping companies maximize profitability.
4. Research with Value: Market information, trends, and recommendations providing strategic insights and actionable recommendations impacting business outcomes.
5. Syndicated Studies (Multi-client): Integral vision of key sectors, combining comparative and strategic analysis to understand markets, competition, and detect opportunities.
6. Data Processing and Collection: Qualitative, quantitative, and secondary data market studies providing reliable and actionable information using traditional and advanced techniques.
7. Weeare Loyalty Programs: Digital loyalty, incentives, and engagement platforms and solutions for businesses, combining technology, automation, and creativity.
8. Training and Development: Master's degree in Marketing Management in partnership with Centrum PUCP, forming leaders with deep knowledge of Peru and emerging markets.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Arellano provides market research, strategic consulting, syndicated multi-client studies, and data collection services to enterprises across Peru and Latin America, with deep specialization in emerging middle-class and popular-sector consumer markets. Its portfolio also includes Price Pro revenue growth management, Weeare digital loyalty programs, and a Master's in Marketing Management program delivered in partnership with Centrum PUCP. The firm applies proprietary consumer segmentation models, most notably LATIR®, to translate consumer knowledge into growth strategies.

Product overview

Arellano offers a comprehensive portfolio of market research and strategic consulting services in Peru and Latin America, specializing in emerging middle-class markets and popular sectors. The core offering includes strategic consulting, strategic planning, and syndicated research studies. Add-on analytical tools include Price Pro for pricing optimization. The company also provides data collection and processing services, loyalty programs through its Weeare sub-brand, and professional training programs including a Master's degree in partnership with Centrum PUCP. Arellano's proprietary LATIR lifestyle segmentation model underpins much of its research methodology.

Differentiator

Problem solved

Functional benefit

Brands

• LATIR: Estilos de Vida Latinoamericanos (Latin American Lifestyles) - a proprietary consumer segmentation methodology classifying consumers by Attitudes, Trends, Interests and Resources.
• Weeare
• Price Pro
• Maestría en Dirección de Marketing

Products and services

• Consultoría estratégica (Strategic Consulting) Custom strategic consulting engagements that help companies and organizations solve problems and make effective decisions through strategic analysis, market insights, and tailored solutions, targeted at enterprise clients across Peru and Latin America.
• Planeamiento estratégico (Strategic Planning) Strategic planning service that enables senior leadership to make decisions with clarity and focus by identifying organizational capabilities to develop and charting a growth roadmap.
• Price Pro Revenue Growth Management (RGM) and intelligent pricing strategy service that helps companies maximize profitability through pricing optimization.
• Investigación con valor (Research with Value) Market research service that provides market information, trends, and recommendations with strategic insights and actionable advice to impact business outcomes for enterprise clients.
• Estudios sindicados (Multiclientes) - Syndicated Multi-client Studies Multi-client syndicated studies providing comprehensive vision of key sectors, combining comparative and strategic analysis to understand markets, competition, and detect opportunities; available on a recurring/subscription basis to multiple clients.
• Procesamiento y colecta de datos (Data Collection and Processing) Qualitative, quantitative, and secondary data market research studies providing reliable and actionable information using traditional and advanced techniques.
• Programas de lealtad Weeare (Weeare Loyalty Programs) Digital loyalty, incentives, and engagement platforms and solutions for businesses, combining technology, automation, and creativity to build experiences that reward customer loyalty, delivered via the Weeare sub-brand and Trading Tech Lab S.A.C.
• Formación y desarrollo (Training and Development) Training and development programs for professionals, including a Master's in Marketing Management offered jointly with Centrum PUCP, specialized courses, and workshops focused on Peru and emerging markets.

Quantifiable outcome

• Customer satisfaction index of 4.74 out of 5
• +1 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Centrum PUCPcoreStrategic or Co-development PartnerPartnership with Centrum PUCP (Catholic University of Peru's business school) for the Master's in Marketing Management program, forming leaders with deep knowledge of Peru and emerging markets.
• Weeare (Trading Tech Lab S.A.C.)coreTechnology or IntegrationTechnology provider and data processor for Arellano's digital loyalty platform and e-commerce operations. Trading Tech Lab S.A.C. provides the technological infrastructure for the Weeare loyalty solution.
• APEIM (Asociación Peruana de Empresas de Investigación de Mercados)minorOthersIndustry association membership in Peruvian Market Research Companies Association.
• SPM (Sociedad Peruana de Marketing)minorOthersIndustry association membership in Peruvian Marketing Society.
• ESOMARminorOthersGlobal industry association membership for market research professionals worldwide.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@araboratorio
• Facebookfacebook.com/ArellanoConsultora
• LinkedInlinkedin.com/company/arellano
• Instagraminstagram.com/araboratorio
• Xx.com/ArellanoConsul

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Arellano