Criteria Research

Name

Criteria Research

Legal name

Criteria Consultoría, estudios de opinión y análisis de datos

Website

https://criteria.cl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Santiago

HQ country

Chile

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, Others

Revenue model

1. Research Services: Custom research projects using multiple methodologies for consumers, citizens and collaborators. Project-based consulting engagements.
2. Syndicated Studies: Pre-packaged research products including Agenda Criteria, consumer insights, brand studies available for purchase or download. Recurring monthly and periodic publications.
3. Integration Services: Data integration and consulting services exploring multiple available data sources to support decision-making
4. Transformation Consulting: Change management consulting facilitating transformation processes and new project installation for clients

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Criteria is a Chilean consulting firm that conducts market research, public opinion polling, and data analysis for corporate, government, and organizational clients. It delivers custom research projects using qualitative and quantitative methodologies across three service lines (Investigación/Research, Integración/Integration, Transformación/Transformation), and produces recurring syndicated studies such as the monthly Agenda Criteria public opinion tracker, the Consumer Confidence Index, and the Total Brands brand study.

Product overview

Criteria Consultoría is a consulting firm specializing in opinion research and data analysis in Chile. The company offers three core services: Investigación (Research) using multiple qualitative and quantitative methodologies for studying consumers, citizens, and collaborators; Integración (Integration) leveraging multiple data sources to support decision-making; and Transformación (Transformation) facilitating change processes for clients. Key research products include Agenda Criteria (monthly public opinion study since 2016), Índice de Confianza del Consumidor (Consumer Confidence Index), and Total Brands. The portfolio also includes syndicated studies such as Marca Empática and Emoción de Marca, analytical techniques like Conjoint Analysis, Cluster Analysis, Decision Trees, and Regression Models, as well as custom research studies on topics including streaming platforms and digital payments.

Differentiator

Problem solved

Functional benefit

Brands

• Agenda Criteria: Monthly public opinion study measuring presidential approval, political projections, economic expectations, and citizen wellbeing in Chile.
• Índice de Confianza del Consumidor
• Total Brands

Products and services

• Investigación (Research) Custom market research service using multiple qualitative and quantitative methodologies to study consumers, citizens, and collaborators for corporate, government, and organizational clients.
• Integración (Integration) Data integration and consulting service that combines multiple open information sources (INE, Central Bank, ministries, internal client transactional data, macroeconomic indicators) to complement, contextualize, and enrich research through analysis, modeling, and projection.
• Transformación (Transformation) Change management consulting service that facilitates transformation processes and supports the installation of new projects at client organizations.
• Agenda Criteria Monthly syndicated public opinion study measuring presidential approval, political figure projections, economic expectations, citizen wellbeing, and emerging social topics in Chile, running continuously since August 2016.
• Índice de Confianza del Consumidor Monthly consumer confidence index measuring economic expectations and sentiment among Chilean consumers.
• Total Brands Brand research study analyzing brand positioning and performance for brands operating in the Chilean market.

Quantifiable outcome

• 70% of Chileans project a cashless future according to Criteria and Mercado Pago study
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Gestión SocialcoreStrategic or Co-development Partner · 1 January 2025Joint development of Marca Empática study identifying brands that embody empathy as a relationship driver with people, society and planet. Combines different perspectives and methodologies from both firms.
• CES UAI (Centro de Estudios Sociológicos Universidad Adolfo Ibáñez)coreStrategic or Co-development Partner · 1 January 2025Co-development of Estudio Emoción de Marca 2025 (Brand Emotion Study) revealing how brands generate emotional connections with consumers. Combines UAI academic research capabilities with Criteria market research expertise.
• Universidad Adolfo Ibáñez and Gestión SocialcoreStrategic or Co-development Partner · 1 January 2025Valor Productivo study conducted by UAI, Gestión Social and Criteria to understand citizen perceptions on major Chilean export industries including copper mining, lithium, fruit growing, forestry and salmon farming. Also examines attitudes toward raw material export development strategy.
• Mercado PagocoreStrategic or Co-development Partner · 1 January 2025Joint study on the future of money in Chile revealing that 70% of Chileans believe cash will disappear, with digital payments becoming the preferred option for speed, security and convenience.
• ParlacoreStrategic or Co-development Partner · 1 January 2025Partner in Marca Empática study combining different perspectives and methodologies to understand how brands genuinely connect with people and build trust through consistency and action.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CADEM: Chilean market research and public opinion polling firm best known for its weekly Plaza Pública survey; directly competes with Criteria in political polling and brand tracking for Chilean enterprises.

Broad incumbents

• Ipsos Chile: Chilean operations of global research group Ipsos, active in consumer, brand, and public opinion research; competes for the same enterprise and government clients while offering global panel reach Criteria cannot match.
• Kantar Chile: Chilean arm of Kantar, a global leader in brand equity, consumer behavior, and media research; competes with Criteria's Total Brands and brand positioning services, especially for multinational clients.
• GfK Chile: Consumer and market research arm operating in Chile; overlaps with Criteria's Investigacion offering for brand and demand studies, and competes for retail and FMCG briefs.
• NielsenIQ Chile: Global market research and analytics firm with Chilean operations covering consumer panels, retail measurement, and brand tracking; competes for the same enterprise data-integration projects.
• YouGov Chile: Online polling and consumer intelligence company with growing Latin American presence; competes in the public opinion and brand tracker space where Criteria's Agenda Criteria operates.

Regional players

• Centro de Estudios Públicos (CEP): Chilean think tank that conducts recurring national opinion surveys (Encuesta CEP) tracking presidential approval and political sentiment; overlaps Criteria's Agenda Criteria methodology and audience.
• Datavoz: Latin American polling and social research firm headquartered in Chile/Colombia; competes for cross-country public opinion and corporate brand studies throughout Spanish-speaking South America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/criteriachile
• LinkedInlinkedin.com/company/criteria-consultora
• Instagraminstagram.com/criteria_cl

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Criteria Research