DATOS GROUP
DATOS GROUP is a private, family-owned Latin American market research firm (founded 1958, Saade family owned since 2006) offering custom consumer insights, public opinion polling, and human capital consulting to enterprise and government clients across Miami, Colombia, Venezuela, and Guatemala via traditional and AI-assisted research methodologies.
- Company typePrivate
- Founded1958
- HeadquartersKey Biscayne, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What DATOS GROUP does
DATOS GROUP is a private, family-owned market research and opinion research firm headquartered in Key Biscayne, Florida (Miami office), with regional operations in Bogotá, Caracas, and Guatemala City. Founded in 1958 and 100% owned by the Saade family since 2006, the firm serves enterprise and government clients across Latin America with custom qualitative and quantitative research spanning three solution areas: Human Capital/Talent (InScore, InPulse, OnBoard, Jump), Marketing/Brand (Consumer Targeting, Brand Bonds, Pulso de Confianza, Brand Exposure, TuVoz), and Public Opinion (Pulso Nacional, Pulso Regional).
The company's technology stack combines traditional research methodologies — face-to-face interviews (Voces Cara a Cara), focus groups (Insight Circle), in-depth interviews (Diálogos en Profundidad), ethnographic observation (Inmersión Humana), phone interviews, and digital surveys — with an AI-powered NLP text analysis capability for sentiment, pattern, theme, and keyword extraction from unstructured textual data. The proprietary InScore methodology maps influence networks beyond formal organizational charts, supporting the firm's HR consulting work. Delivery occurs through a private client portal (Perfil Clientes) and direct enterprise engagement.
Commercially, DATOS GROUP operates as a B2B professional services and research firm on a custom enterprise subscription model with quote-based pricing, no publicly disclosed rates, and annual billing cadence. GTM is sales-led via regional offices, with field/enterprise sales motion, personalized advisory ("Te asesoramos"), and post-sale client portal access. The firm employs 51–100 staff, has no venture capital or institutional investment, and has not disclosed revenue figures publicly.
DATOS GROUP firmographics
Firmographics- Name
- DATOS GROUP
- Legal name
- Datos Group
- Website
- https://datosgroup.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- DATOS GROUP is a private, family-owned Latin American market research firm (founded 1958, Saade family owned since 2006) offering custom consumer insights, public opinion polling, and human capital consulting to enterprise and government clients across Miami, Colombia, Venezuela, and Guatemala via traditional and AI-assisted research methodologies.
- Ownership category
- akta.pro rank
DATOS GROUP industry classification
Industry- Product category
- Market Research Services
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL)
Keywords
Where DATOS GROUP is headquartered
LocationHeadquarters
- HQ city
- Key Biscayne
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
DATOS GROUP business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Market Research Services: DATOS GROUP generates revenue through providing comprehensive market research and consumer behavior analysis services to enterprises and organizations across Latin America. The company offers customized studies, ongoing monitoring solutions, and strategic consulting engagements, indicating a professional services and subscription-based revenue model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
DATOS GROUP product offering
Product offeringCore offering
DATOS GROUP is a Latin American market research and consulting firm that delivers consumer behavior analysis, brand and marketing research, public opinion polling, and human capital management solutions to enterprises and government organizations. The company offers a portfolio of proprietary research products (InScore, InPulse, Pulso Nacional, Pulso Regional, Pulso de Confianza, Brand Bonds, Consumer Targeting, Brand Exposure, TuVoz, OnBoard, Jump) and a suite of qualitative and quantitative research methodologies including face-to-face interviews, focus groups, digital surveys, and AI-powered text analysis.
Product overview
DATOS GROUP operates as a market research and opinion research company with a multi-product platform organized into three main areas: Human Resources (InScore, InPulse, OnBoard, Jump), Marketing/Brand (Pulso de Confianza, Brand Bonds, Consumer Targeting, Brand Exposure, TuVoz), and Public Opinion (Pulso Nacional, Pulso Regional). The company also provides a suite of research methodologies and tools including face-to-face interviews, digital surveys, qualitative research techniques, and AI-powered text analysis. Founded over 70 years ago, the company serves clients across Latin America and the United States from offices in Miami, Colombia, Venezuela, and Guatemala.
Differentiator
Problem solved
Functional benefit
Products and services
- InScore Human Resources solution that identifies strategic influencers within an organization to accelerate change from within, using a 15-minute online questionnaire to map the real influence network beyond the formal org chart.
- InPulse Human Resources tool designed to understand what organization members truly value and measure their level of loyalty toward the organization.
- Pulso de Confianza (Trust Pulse)
Quantifiable outcome
- 70+ years helping enterprises understand human dynamics and decision factors
Companies that use DATOS GROUP
Customer profileNamed customers2 records
Segments3 records
DATOS GROUP technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature10 records
DATOS GROUP partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Information Resources (IRI)coreIn 1994, DATOS GROUP partnered with Information Resources (IRI), bringing technological improvements that optimized their platforms for obtaining and processing data related to human motivations and behaviors. This partnership enhanced the company's data processing capabilities.
Scale indicators3 records
Recent moves9 records
Expansion highlights4 records
DATOS GROUP competitors and assessment
Company assessmentDirect peers
- Ipsos: Global market research and public opinion firm with a strong Latin America presence across consumer, brand, and public opinion research — directly comparable to DATOS GROUP's three-pillar offering.
- Cifras & Conceptos: Colombian market research and public opinion firm offering similar custom studies, polling, and brand research to DATOS GROUP's Colombia operations.
- Datanalisis: Venezuelan market research and public opinion firm — directly competes with DATOS GROUP's Caracas office in local polling and consumer studies.
Broad incumbents
- NielsenIQ: Global measurement and data analytics firm that acquired DATOS GROUP's Retail Tracking Services unit in 2006; competes in consumer and brand research in the same LatAm markets.
- Kantar: Large global research and insights group operating across brand, consumer, and public opinion — overlapping with DATOS GROUP's marketing/brand and human capital solutions but at much greater scale.
- GfK (now part of NIQ): Global consumer and market research firm with deep LatAm coverage; comparable on consumer targeting, brand tracking, and consumer panel methodologies.
Others
- Edelman (Latin America): Global communications and research-adjacent firm with strong LatAm operations; competes for corporate reputation and trust-measurement budgets alongside DATOS GROUP's Pulso Confianza.
Emerging players
- Toluna: Digital-first consumer insights platform with online panels and DIY research tools — represents the technology-led model that competes against DATOS GROUP's traditional interview-based stack.
Regional players
- Datum Internacional: Peruvian market research and public opinion firm; comparable offering in opinion polling, brand research, and consumer insights across Andean LatAm markets.
- Multitarget: Mexican market research firm focused on consumer insights and brand strategy — comparable to DATOS GROUP's brand research and consumer targeting solutions.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
DATOS GROUP social profiles
Digital presenceDATOS GROUP financial estimates
Financial estimateRevenue estimate
Valuation estimate
DATOS GROUP leadership team
Management profileNumber of profiles
DATOS GROUP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DATOS GROUP M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DATOS GROUP
What does DATOS GROUP do?
DATOS GROUP is a Latin American market research and consulting firm that delivers consumer behavior analysis, brand and marketing research, public opinion polling, and human capital management solutions to enterprises and government organizations. The company offers a portfolio of proprietary research products (InScore, InPulse, Pulso Nacional, Pulso Regional, Pulso de Confianza, Brand Bonds, Consumer Targeting, Brand Exposure, TuVoz, OnBoard, Jump) and a suite of qualitative and quantitative research methodologies including face-to-face interviews, focus groups, digital surveys, and AI-powered text analysis.
Is DATOS GROUP a public or private company?
DATOS GROUP is a private company. It is currently operating.
When was DATOS GROUP founded?
DATOS GROUP was founded in 1958. It employs 51 to 100 people.
Where is DATOS GROUP based?
DATOS GROUP is headquartered in Key Biscayne, United States, in the North America region.
How does DATOS GROUP make money?
One revenue line is on record: market Research Services.
Who are DATOS GROUP's main competitors?
Direct peers on record are Ipsos, Cifras & Conceptos and Datanalisis. Broad incumbents are NielsenIQ, Kantar and GfK (now part of NIQ). Edelman (Latin America) is listed as an others. Toluna is listed as an emerging player. Regional players are Datum Internacional and Multitarget.
Does DATOS GROUP have an API?
No public API is recorded for DATOS GROUP.
What industry is DATOS GROUP in?
DATOS GROUP's product category is Market Research Services. Its primary akta.pro industry code is MPAAALAL, Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM). Its NAICS code is 541910 and its SIC code is 7311.