Market Intelligence

What Market Intelligence does

Market Intelligence (legal name: PASION POR LA INVESTIGACION DE MERCADOS, S.C.) is a Mexico-based, privately held market research and commercial intelligence firm founded in 2002 and headquartered in the Álvaro Obregón borough of Mexico City. The company serves business clients — primarily enterprises and organizations in Mexico and Central America — that need consumer insight, competitive intelligence, customer-experience measurement, and product/pricing research. Over 23 years it has completed more than 4,000 projects for "successful brands" and accumulated 800,000+ data points, 140,000 mystery shopper evaluations, and 300,000 product tests, according to its own materials.

The firm operates a hybrid research stack combining qualitative and quantitative methodologies. Its proprietary in-house techniques — TAPI (Taxi Assisted Personal Interviewing), FSU (Full Shopper Understanding), Behavior Competition, and Toilet Promotor Score — layer anthropological, psycholinguistic, and semiotic tools on top of traditional research. Data collection runs on an owned infrastructure: 80-seat CATI (Computer Assisted Telephone Interviewing) and WEBCATI stations, CAPI (Computer Assisted Personal Interviewing) mobile/tablet field surveys with real-time staff and survey tracking, online survey platforms, and App-SMS mobile data capture. A field force of roughly 120+ interviewers and supervisors covers the Mexico City metropolitan area, Guadalajara, Monterrey, and additional cities including Mérida, Villahermosa, León, Puebla, and Veracruz, with extension into Central America. Service lines span statistical analysis, NPS, customer satisfaction, market segmentation, public opinion, touch point analysis, price elasticity, organizational climate, business intelligence, brand loyalty, and product/concept testing.

The business model is project-based professional services sold through direct sales engagement; pricing is customized and quote-based with no publicly disclosed rates. Marketing runs through a Spanish/English corporate website (marketintelligencee.com.mx), a content library called Digitalteca, and direct phone/email contact. The company is privately held with no disclosed institutional investors, parent company, or subsidiaries. There are no publicly disclosed financial figures, funding rounds, or named customer logos in the available data.

Name

Market Intelligence

Legal name

PASION POR LA INVESTIGACION DE MERCADOS, S.C.

Website

https://marketintelligencee.com.mx

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

Market Intelligence is a privately held Mexican market research and commercial intelligence firm founded in 2002, serving enterprise clients in Mexico and Central America with proprietary qualitative-quantitative methodologies, an 80-seat CATI operation, a 120+ field interviewer network, and services spanning NPS, segmentation, product testing, and competitive monitoring.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI), Competitive Intelligence & Benchmarking (BPAHALAB)

Keywords

• Market research services
• Commercial intelligence
• Mystery shopping
• Consumer behavior research
• Data collection fieldwork

Headquarters

HQ city

Alvaro Obregón

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Professional services revenue from conducting market research studies, including qualitative and quantitative analysis, mystery shopping, NPS evaluations, product testing, and other market intelligence services for business clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Market Intelligence is a market research and commercial intelligence company that conducts qualitative and quantitative research studies for business clients using its own data collection infrastructure (CATI telephone interviews, WEBCATI online surveys, CAPI field surveys via tablets and mobile devices, and App-SMS). It delivers custom engagements including mystery shopping, NPS evaluations, customer satisfaction studies, market segmentation, public opinion polling, touch point analysis, price elasticity studies, organizational climate assessments, business intelligence, brand loyalty analysis, and product and concept testing. The firm also deploys proprietary methodologies such as Taxi Assisted Personal Interviewing (TAPI), Full Shopper Understanding (FSU), Behavior Competition, and Toilet Promotor Score to help enterprise clients understand consumer behavior and make strategic decisions.

Product overview

Market Intelligence is a market research and commercial intelligence company offering a comprehensive portfolio of research methodologies and data collection services. Their core offerings include proprietary research techniques (TAPI, FSU, Behavior Competition, Toilet Promotor Score) combined with traditional research services (Statistical Analysis, NPS, Satisfaction Studies, Segmentation, Public Opinion, Touch Point Analysis, Price Elasticity, Organizational Climate, Business Intelligence, Brand Loyalty, Product Testing). They operate multiple data collection platforms including CATI (80 telephone interviewers), Online/Web surveys, and CAPI field surveys with mobile devices and real-time tracking. The company has conducted over 4,000 successful brand projects across 23 years, serving clients throughout Mexico and Central America with their cross-functional team of specialists.

Differentiator

Problem solved

Functional benefit

Products and services

• Taxi Assisted Personal Interviewing (TAPI) A proprietary qualitative/quantitative study technique that combines anthropological, psycholinguistic, and semiotic tools to deeply understand consumer behavior, conducted in taxi settings for in-context research. Designed for brand and marketing teams seeking deeper behavioral insight than standard surveys provide.
• Full Shopper Understanding (FSU) A mixed application technique that combines quantitative and qualitative measurement instruments to understand shopper behavior and in-store decision-making. Built for retail, brand, and shopper marketing teams that need both numerical and behavioral insight.
• Behavior Competition A methodology combining five market research techniques to monitor and analyze the competitive landscape and competitor behavior. Targets brand, strategy, and competitive intelligence teams.
• Toilet Promotor Score An in-store evaluation service in which researchers assess bathroom facilities to identify areas of opportunity and surface actionable insights for operators and brand teams.
• Mystery Shopper / Monitoring Service A pseudopurchase methodology where researchers visit points of sale or contact as ordinary customers, capturing details via video/audio and reporting evaluations online through mobile devices in real time. Used by retail, hospitality, and brand operations teams.
• Statistical Analysis Data analysis service that collects, explores, and presents large volumes of data to discover patterns and trends, including statistical modeling and survey design. For teams needing rigorous quantitative interpretation of survey or behavioral data.
• Net Promoter Score (NPS) Evaluations Customer loyalty metric measurement that emphasizes qualitative feedback to analyze and improve customer experience and surface customer voice. Used by customer experience and brand health teams.
• Customer Satisfaction Studies Research service that measures general satisfaction with products or services to understand and meet consumer expectations and improve customer engagement.
• Market Segmentation Segmentation research that enables focused communication, merchandising, and sales efforts, optimizing time, resources, and market positioning for client brands.
• Public Opinion Research Survey-based methodology collecting primary information from representative population samples to measure preferences and analyze decision-making across various domains. Used by government, communications, and brand teams.
• Touch Point Analysis Service that maps all customer contact points from brand awareness through purchase and post-purchase to identify improvement opportunities across the customer journey.
• Price Elasticity and Sensitivity Studies Research that determines consumer sensitivity to price changes and defines appropriate pricing strategies for maximum profitability. Used by pricing, revenue management, and brand strategy teams.
• Organizational Climate Assessment Evaluation of workplace environment including management relationships, staff interactions, and supplier/customer relations to assess positive and negative organizational impacts. Used by HR and internal communications teams.
• Business Intelligence / Commercial Intelligence Process of gathering and transforming relevant company information into actionable knowledge for sales decisions, including cost analysis and market expansion assessments. Used by commercial and strategy leadership.
• Brand Loyalty Analysis Analysis of repeat purchase behavior driven by perceived value, trust, and customer-company bonds, enabling characterization of products and services for competitive advantage.
• Product and Concept Testing Pre- and post-launch testing from idea stage through prototype to finished product to determine feasibility and market acceptance, supporting innovation and product development teams.
• CATI (Computer Assisted Telephone Interviewing) Service Proprietary telephone interviewing platform with 80 in-house interviewers providing national and international coverage, using household and business sample frames for survey data collection. Available to research buyers needing large-sample telephone studies.
• Online Survey (WEBCATI) Service Internet-based survey system with WEBCATI stations for online survey administration and data collection, supporting both consumer and B2B online research projects.
• CAPI (Computer Assisted Personal Interviewing) Field Service Mobile-based field interviewing system using tablets and high-tech mobile phones with real-time tracking and wall mapping for sampling, supporting in-person intercept and household studies across Mexico and Central America.

Quantifiable outcome

• 4,000+ successful brand projects completed over 23 years
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research leader with a significant Mexican presence offering consumer insights, brand tracking, and public opinion research. Directly comparable as a full-service research provider to enterprise clients, but with much broader geographic and methodological reach.
• Kantar: Global research and insights firm operating in Mexico across brand, retail, and consumer research. Comparable in offering NPS, segmentation, brand tracking, and shopper studies, but with global technology platforms and scale Market Intelligence lacks.
• NielsenIQ: Consumer intelligence and measurement company with operations in Mexico, covering retail measurement, shopper insights, and consumer research. Comparable on commercial intelligence and market research offerings, but at much larger scale and with global data assets.
• GfK (now part of NIQ): Consumer and market research firm with established Latin American operations, offering consumer panels, brand tracking, and segmentation. Directly comparable on research services, though substantially larger and technology-platform-driven.

Direct peers

• Toluna: Global digital consumer insights platform operating online panels and survey infrastructure, including in Latin America. Comparable as a market research provider, but competing via a technology-led, self-serve model rather than owned CATI/field operations.
• Dynata: One of the world's largest first-party data and research operations companies, with online panel and data collection capabilities serving Latin American clients. Comparable in market research services, but competes on global panel scale rather than owned field staff.

Emerging players

• QuestionPro: Survey and research platform with strong presence in Mexico and Latin America, offering DIY and full-service research. Comparable as a Mexican/LatAm research provider, but positioned as a lower-cost, technology-led alternative to traditional fieldwork.
• Conecta Research: Emerging market research firm focused on Latin America, offering qualitative and quantitative consumer insights. Comparable as a LatAm-focused competitor with similar service breadth, though smaller scale.

Regional players

• ProInvestigación: Mexican market research firm providing consumer insights, mystery shopping, and field services primarily within Mexico. Directly comparable as a domestic Mexican competitor offering similar CATI/CAPI and qualitative methodologies.
• Mercados y Tendencias: Mexican market research consultancy offering consumer insights, brand research, and shopper studies. Comparable as a domestic peer in the Mexican market research industry with overlapping qualitative and quantitative offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/marketintelligence.com.mx
• LinkedInlinkedin.com/company/market-intelligence

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 Market Intelligence