The Cocktail Analysis

What The Cocktail Analysis does

The Cocktail Analysis is a Spain-headquartered consumer research and strategic consulting firm founded in 2006 that specializes in understanding the emotional, cognitive, and behavioral dimensions of consumer decision-making. The firm delivers custom research engagements for enterprise clients across telecommunications (Telefónica), energy (Enel), real estate (Fotocasa/Schibsted), media and publishing (Condé Nast, RTVE, Atresmedia), consumer electronics (Samsung), payments (Minsait, Idilia), and other sectors, combining qualitative methods (ethnography, mental mapping, immersion sessions) with quantitative approaches (large-scale surveys, passive measurement). Underlying methodology includes proprietary instruments such as the Q-Factor Index for advertising impact quality, audio-matching passive measurement technology that matches audio content against a database of creative assets, custom-built ad hoc online research communities operated on multi-purpose sprint cycles, and a monthly behavioral economics research panel of 500 interviews testing cognitive biases such as anchoring, attribute priming, and loss aversion.

The business model is B2B professional services on a project-based, quote-driven pricing structure with no publicly disclosed fees. Revenue is generated through two principal streams: custom consumer research consulting engagements (ranging from one-off strategic studies to annual research partnerships, with deliverables including reports, presentations, video content, and ongoing community management) and recurring research publications (Trends Review, Televidente Now!, Tendencias en Medios de Pago, and the Observatorio de Consumo consumer trends observatory). Go-to-market is direct enterprise sales supported by content-driven thought leadership marketing across the firm's website, newsletter, LinkedIn, Twitter, YouTube, and SlideShare channels, plus presentations at industry events such as IIeX Latam.

The firm operates as a privately held Spanish S.L. (The Cocktail Analysis S.L.) and functions as a subsidiary within VML, the global marketing and communications brand of WPP, as evidenced by the website footer "© 2026 – The Cocktail, a VML Company." Operations span three countries with offices in Madrid (headquarters), Mexico City, and Bogotá, and the firm reports an annual throughput of 160+ projects translating into 150,000+ interviews, 200+ discussion groups, and 600+ in-depth interviews. The company holds ISO/IEC 27001 (2021) and ENS medium-level (2022) information security certifications and received the FIPP Gold Insight Award in 2018 for the Condé Nast Q-Factor project.

Name

The Cocktail Analysis

Legal name

The Cocktail Analysis S.L.

Website

https://tcanalysis.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The Cocktail Analysis is a Spain-based consumer research and consulting firm specializing in emotional, cognitive, and behavioral insights for enterprise clients across telecommunications, energy, media, real estate, and consumer electronics, operating from Madrid, Mexico City, and Bogotá as a VML/WPP subsidiary.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel

Revenue model

1. Consumer Research Consulting: Custom research projects for enterprise clients including emotional segmentation, customer experience studies, market analysis, and behavioral insights. Projects range from annual research partnerships to one-off strategic studies with deliverables including reports, presentations, video content, and ongoing community management.
2. Research Publications and Reports: Annual trend reports and public studies published by the company, including Trends Review series, Televidente Now! reports, and specialized research publications that serve both as thought leadership and commercial products.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

The Cocktail Analysis is a research and strategic consulting agency that designs and executes custom consumer research projects for large enterprises. It combines qualitative and quantitative methodologies (ethnographic, mental mapping, surveys, passive measurement) with behavioral economics expertise to help clients understand consumer emotion, cognition, and decision-making and translate those insights into business actions. The firm also publishes recurring trend reports and operates a consumer observatory covering Spain and Latin America.

Product overview

The Cocktail Analysis is a consumer research and consulting firm offering a portfolio of research services including ad-hoc consumer studies, recurring publications (Trends Review, Televidente Now!, Payment Trends Reports), and specialized methodologies like emotional segmentation. Their core offering centers on understanding consumer emotion, behavior, and cognition to drive business decisions. They publish their research through SlideShare and operate the Observatorio de Consumo (Consumer Trends Observatory) tracking Spanish and Latin American consumer patterns. The company serves major clients including Telefónica, Samsung, Condé Nast, Enel, Fotocasa, and Schibsted across sectors including banking, insurance, automotive, consumer goods, and energy.

Differentiator

Problem solved

Functional benefit

Brands

• Observatorio de Consumo: Consumer trends observatory conducting recurring studies on Spanish consumer behavior, values, and purchasing patterns.
• Trends Review

Products and services

• Consumer Research and Insights Consulting

Quantifiable outcome

• Gold Insight Award from FIPP for demonstrating magazine advertising impact quality
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• VML (Parent Company)coreOthersThe Cocktail is a VML Company, part of the WPP global communications services group. The company operates as a subsidiary within the VML portfolio of marketing and communications companies.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• GfK: International consumer insights firm with consumer panels and CX research; strong in retail, tech, and media verticals in Europe and LATAM. Competes with TCA on emotional segmentation and consumer journey studies for enterprise clients.
• Ipsos: Global market research giant with substantial presence in Spain and LATAM offering consumer research, segmentation, and brand tracking. Overlaps with The Cocktail Analysis in B2B consumer insights work but operates at a much larger scale across many verticals.
• Nielsen: Global consumer and media measurement company offering audience analytics, advertising effectiveness, and consumer research. Comparable in media consumption studies (e.g., Televidente Now! type work) and large-sample survey operations.
• Kantar: Worldwide insights consultancy covering consumer behavior, brand, and media research with strong Iberian and LATAM teams. Directly comparable in serving enterprise clients on emotional segmentation, advertising effectiveness, and CX studies.

Direct peers

• Toluna: Global digital consumer insights platform combining panels, DIY surveys, and community research. Comparable technology approach to TCA's online community methodology (Enel customer community) and B2B survey-based research delivery.
• Netquest: Iberian and LATAM online panel provider for market research with proprietary consumer panels across Spanish-speaking markets. Direct competitor in supplying large-sample survey infrastructure used by enterprise insights teams in the same geographies as TCA.
• System1 (formerly BrainJuicer): Behavioral economics-led advertising and brand research firm specializing in emotional and intuitive decision-making measurement. Closely matches TCA's behavioral economics positioning, Q-Factor-style frameworks, and enterprise ad-effectiveness work.
• Prodege: Consumer insights and reward-based panel company operating Swagbucks, InboxDollars and PissedConsumer panels with strong LATAM reach. Competes with TCA in providing large-scale online consumer panel infrastructure and syndicated research in Spanish-speaking markets.

Others

• The Cocktail Experience: Sister entity within the same WPP/VML corporate group, focused on customer experience design and technology services. Related through shared Grupo The Cocktail corporate parent, overlapping client base, and shared ISO 27001/ENS certifications referenced in the data.

Emerging players

• Appinio: Mobile-first consumer insights platform running rapid self-service brand and campaign research across European markets. Overlaps with TCA in agile consumer insights for enterprise brand tracking but uses automated self-serve versus TCA's bespoke consulting approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/tcanalysis
• YouTubeyoutube.com/user/thecocktailvideo/videos
• Facebookfacebook.com/tcanalysis
• LinkedInlinkedin.com/company/the-cocktail-analysis
• Instagraminstagram.com/the.cocktail

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 The Cocktail Analysis