What Estudio Contar does

Estudio Contar is a Mexico-based market research and intelligence agency operating under the legal entity GML Servicios Empresariales S. de R.L. de C.V., headquartered in Zapopan, Jalisco, and serving clients since 2014. The firm offers a comprehensive research portfolio organized around three core pillars: qualitative research (focus groups, in-depth interviews, ethnographies, AI-assisted sessions, and a physical Gesell chamber), quantitative research (statistical modeling and surveys), and digital research (social listening, geosocial segmentation, and usability testing). Supporting services include benchmarking, mystery shopping, desk research, customer journey mapping, NPS surveys, and field work (maquila), targeted at both B2B and B2C clients across Mexico, Latin America, the United States, and other markets, with named enterprise customers including Grupo Salinas, Levi's, Caterpillar, Nielsen, Banco Base, Megacable, and Tecnolite.

The firm's technology stack integrates IBM Cognos Analytics for data visualization, IBM Watson AI for machine learning-powered insights, and Morphcast-based computer vision for emotional face recognition (seven Ekman-model emotions) during focus groups and in-depth interviews. NLP-driven social listening, AI-assisted focus groups, geosocial intelligence, and predictive analytics are applied across the workflow, with documented product launches in 2023. The company also maintains a content and community presence through a blog, monthly newsletter, webinars, downloadable case studies, and sponsorship of the Social Listening México Community.

Estudio Contar operates a project-based professional services revenue model, with custom quote-based pricing tied to methodology, sample size, geographic scope, and deliverables, and billing on multi-year contracts. The go-to-market is consultative and sales-led, targeting enterprise and mid-market clients across more than a dozen industry verticals. The firm appears to be founder- or independently owned, with no disclosed institutional investors, PE/VC backing, or public revenue figures, and was recognized by Clutch with a 4.9/5 rating and a 2022 Top B2B Market Research Provider award for Mexico.

Name

Estudio Contar

Legal name

GML Servicios Empresariales S. de R.L. de C.V.

Website

https://estudiocontar.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Estudio Contar is a Mexico-based market research agency delivering qualitative, quantitative, and digital research services enhanced by AI (emotion face recognition, social listening, geosocial analytics) to B2B and B2C clients across Mexico, Latam, and the United States.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

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

SIC

Services-Advertising (7310)

akta.pro primary industry

Market Research, Analytics & Consumer Insights (BPAFAAAM)

akta.pro secondary industries

Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL), Competitive Intelligence & Benchmarking (BPAHALAB)

Keywords

• Market research services
• Qualitative research
• Quantitative research
• Social listening analytics
• Consumer insights

Headquarters

HQ city

Zapopan

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Custom Market Research Projects: Project-based consulting fees for customized market research studies including qualitative, quantitative, digital research, mystery shopper, benchmarking, and strategic consulting services. Pricing varies by project scope, methodology mix, and deliverable requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Estudio Contar is a market research agency that provides customized qualitative, quantitative, and digital research services to B2B and B2C clients in Mexico, Latam, and the United States. Core offerings include focus groups (including AI-assisted online groups with emotional face recognition), in-depth interviews, ethnographies, social listening, geosocial segmentation, benchmarking, mystery shopping, customer journey mapping, and brand positioning studies. The firm combines traditional research methodologies with AI/ML tools (NLP, computer vision, IBM Watson/Cognos) to deliver consumer insights, market opportunity identification, and strategic recommendations.

Product overview

Estudio Contar is a market research and intelligence agency offering a comprehensive suite of research services organized around three core pillars: Qualitative Research (Investigación Cualitativa), Quantitative Research (Investigación Cuantitativa), and Digital Research (Investigación Digital). The Qualitative Research service includes focus groups (in-person and AI-assisted online with emotional face recognition), in-depth interviews (including AI-assisted), ethnographies, and Gesell chamber facilities. Quantitative Research encompasses surveys, statistical modeling, and representative market analysis. Digital Research covers social listening with AI-powered text and visual analysis, geosocial segmentation, usability testing, and digital audience profiling. Supporting services include benchmarking, mystery shopping, desk research, customer journey mapping, buyer persona development, and field work (maquila). The agency differentiates through AI/ML integration (IBM Cognos analytics, machine learning insights, computer vision for emotion recognition) applied across all studies, combined with a multidisciplinary team approach and strategic suggestions delivered with each research engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• Investigación Cualitativa (Qualitative Research) Qualitative market research services including ethnographies, digital ethnographies, micro sessions, focus groups in Gesell chamber, AI-assisted focus groups, in-depth interviews, AI-assisted interviews, triads, and anthropological observation to decode consumer culture and reveal insights for B2B and B2C clients.
• Investigación Cuantitativa (Quantitative Research) Statistical model-based market research to identify trends, averages, predictions, hypothesis testing, and statistically representative results for target markets through surveys and numerical data analysis.
• Social Listening Systematic analysis of digital conversations using AI (visual and text recognition) to understand consumer thinking, feelings, and decisions regarding brands, categories, or key topics across X/Twitter, Instagram, Facebook, TikTok, Reddit, YouTube, forums, reviews, blogs, and podcasts.
• Investigación Digital (Digital Research) Digital market research leveraging advanced social technology to analyze target market digital habits, social media behavior, geosocial patterns, and digital audience profiles.
• Geosocial | Perfilamiento y Segmentación AI-powered geosocial intelligence for geographic market analysis, zone segmentation, and identifying potential locations for branches based on customer characteristics, socio-demographic data, and NSE counts.
• Benchmarking Competitive analysis service comparing product performance in marketplaces like Amazon and Mercado Libre, monitoring categories and products in real-time for product, price, and distribution decisions.
• Mystery Shopper (Grader Service) Mystery shopping technique where individuals act as undercover customers to evaluate service quality and customer experience at commercial establishments, with evaluation of sales process and attention quality.
• Estudios de Gabinete (Desk Research) Secondary source research consulting and analysis of existing data, industry reports, and internal databases to understand context of brands, categories, geography, environment, and trends.
• Maquila (Field Work Services) Field work support services including in-person surveys, telephone surveys, and online surveys with quality management systems and supervision standards, enhanced with AI and machine learning insights.
• Encuesta de Satisfacción del Cliente (NPS) Customer satisfaction and Net Promoter Score (NPS) survey services for ongoing customer satisfaction monitoring, retention improvement, and marketing metrics development.
• Test de Usabilidad (Usability Testing) Digital product usability testing evaluating interfaces, interaction flows, customer journey, and product iconography to generate more intuitive and user-friendly experiences for apps, websites, or products.
• Factibilidad de Proyecto Inmobiliario (Real Estate Feasibility) Real estate project feasibility analysis including market offer analysis, benchmarking, market needs for product design, purchase intention studies, and geographic market analysis powered by AI.
• Customer Journey Mapping B2B and B2C customer journey mapping to understand needs and behaviors, improve buying experience, and identify improvement opportunities at each stage of the purchase process.
• Emotional Face Recognition (AI-Assisted Focus Groups Online) AI-powered facial emotion recognition technology using computer vision and deep learning to detect emotions during focus groups and in-depth interviews, providing complementary emotional insights beyond verbal responses. Launched as AI Focus Groups Online in 2023.

Quantifiable outcome

• 46% of housing demand concentrated in Zapopan municipality, 26% in Guadalajara according to Estudio Contar real estate research
• +5 more outcomes

Named customers28 records

Segments13 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Cámara de Comercio de Guadalajara (Canaco)coreStrategic or Co-development PartnerStrategic collaboration with Cámara de Comercio de Guadalajara for the Radar Regulatorio 2023 study, evaluating municipal regulatory efficiency across 14 Jalisco municipalities. Study involved surveying 1,540 citizens and business owners on municipal services and administrative processes.
• IBMcoreTechnology or IntegrationTechnology integration partner using IBM Cognos Analytics and IBM Watson AI for data analysis and machine learning-powered insights in market research studies. IBM Watson used for AI capabilities and IBM Cognos for analytics visualization.
• Social Listening México CommunityminorGTM or Marketing PartnerProud sponsors of technology community for Social Listening professionals in Mexico, supporting learning spaces, tool testing, and open collaboration initiatives.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Toluna: Digital consumer insights and survey technology company offering online panels, programmatic research, and community-based qualitative tools. Comparable in digital research methodology and AI-augmented consumer insights delivery.
• QuestionPro: Survey and research platform with strong presence in Mexico and Latin America, offering DIY survey tools plus full-service research. Overlaps with Estudio Contar on quantitative research, NPS, and customer satisfaction methodologies.
• Netquest: Latin American online panel and market research specialist headquartered in Mexico/Spain. Operates in the same regional niche as Estudio Contar with consumer panels, digital research, and insights services for Latam markets.

Broad incumbents

• Ipsos: Global market research firm with strong presence in Latin America, offering survey-based research, social listening, and brand tracking. Comparable in service mix (qual/quant/digital) and geographic ambition (Latam/US).
• Kantar: World's largest market research and insights company offering brand tracking, consumer panels, and analytics. Overlaps with Estudio Contar across qualitative/quantitative research and brand positioning, with stronger global reach and proprietary datasets.
• GfK (now NIQ): Global consumer intelligence and market research firm (recently merged with NielsenIQ). Competes in consumer behavior, brand performance, and retail measurement — overlapping with Estudio Contar's benchmarking and brand positioning services.
• Nielsen: Global market research and consumer intelligence incumbent offering syndicated panels, audience measurement, and consumer insights at scale. Directly comparable to Estudio Contar's consumer research core, but operates at vastly larger scale with proprietary data assets.

Emerging players

• Conveo: AI-moderated qualitative research platform conducting video interviews at scale with synthetic analysis. Comparable AI-driven approach to qualitative insights, representing a potential disruptor to traditional focus group methodology.
• Suzy: AI-powered consumer insights platform enabling on-demand quantitative research from a panel of consumers. Comparable in tech-enabled approach to consumer insights, though delivers via self-serve platform rather than bespoke consulting.

Regional players

• BrandNew: Mexican branding and strategic research consultancy focused on brand strategy, consumer insights, and naming. Comparable in Mexican-market depth and brand positioning specialization, though narrower in methodology mix.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCuTk_L_xd9q17d6WUkgRhuA
• Facebookfacebook.com/estu10contar
• LinkedInlinkedin.com/company/estudio-contar-investigacion-de-mercados
• Xx.com/EstudioContar

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Estudio Contar