Focus Latino

What Focus Latino does

Focus Latino is a privately-held qualitative consumer research and strategic planning firm headquartered in Austin, Texas, founded in 1996 by Guy C. Antonioli and Beatriz Noriega. The firm specializes in serving the US Hispanic market, with additional work in Multicultural and General Market consumer research (project split of 60% / 20% / 20%). It offers six core services spanning communications research, consumer behavior research, new product development and packaging research, consulting and research planning, qualitative research methodologies (focus groups, IDIs, ethnographies, shop-alongs, automotive clinics), and quantitative research delivered in partnership with specialized firms. The firm operates a 65% qualitative / 35% quantitative work mix and has conducted more than 8,000 qualitative sessions since inception, with co-founders personally involved in every project.

The firm's technology base is fundamentally human-expertise-driven rather than software-driven — its proprietary capabilities are bilingual and bicultural moderation, cross-cultural consumer insight methodology, and a dual-expertise team combining advertising/marketing (Antonioli, Wharton-trained, 40+ years) with psychology/ethnography (Noriega, Universidad Iberoamericana). It does not operate a software platform, API, or AI-driven analytics layer. Geographic reach spans major US Hispanic population centers plus Mexico, the Caribbean, and Central & South America.

The business model is project-based professional services consulting, with fees determined by scope of work and offered on either a turn-key or à la carte basis. The go-to-market is consultant-led, relying on direct client relationships and a referral network of advertising agencies, PR firms, and consulting companies. Revenue is generated through enterprise client engagements across 17 verticals (automotive, beverages, financial services, healthcare, retail, telecom, CPG, and others), with HUB certification in Texas providing incremental access to state-level contracts.

Name

Focus Latino

Legal name

Focus Latino

Website

https://focuslatino.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Focus Latino is a privately-held Austin-based qualitative consumer research and strategic planning firm, founded in 1996, specializing in US Hispanic market insights and serving enterprise clients across 17 industries through bilingual, bicultural moderator expertise.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE)

akta.pro secondary industry

Cultural Consulting & Market Suitability Review (MPAAANAF)

Keywords

• Hispanic market research
• Qualitative consumer research
• Multicultural market insights
• Consumer behavior research
• Bilingual research services

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Research Project Fees: Fees determined by scope of project assignments. Provides turn-key or à la carte Qualitative research services. For Quantitative projects, partners with specialized research firms.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Focus Latino provides qualitative and quantitative consumer research and strategic planning consulting services for the US Hispanic, multicultural, and general market segments. The firm delivers turn-key or à la carte research services across categories including advertising evaluation, brand and packaging testing, product development, consumer behavior studies, and strategic planning, supported by focus groups, in-depth interviews, ethnographies, and quantitative surveys. The co-founders personally lead every project, bringing bilingual and bicultural moderation expertise to clients across the Americas.

Product overview

Focus Latino provides Qualitative and Quantitative Consumer Research and Strategic Planning consulting services specifically for the US Hispanic market. The company operates as a single integrated consulting service offering rather than a modular software platform. Their portfolio consists of four main service categories (Communications Research, Consumer Behavior Research, New Product Development & Packaging Research, and Consulting Services) supported by two research methodology approaches (Qualitative In-Person & Online and Quantitative methods). They offer both turn-key and à la carte service options, with approximately 65% of work being qualitative and 35% quantitative, and project distribution of 60% Hispanic, 20% Multicultural, and 20% General Market.

Differentiator

Problem solved

Functional benefit

Products and services

• Communications Research Research services covering advertising evaluations, branding (name and logo development), communication checks, copy testing, concept development and positioning, and pre/post advertising awareness studies, for enterprise clients targeting the US Hispanic, multicultural, and general markets.
• Consumer Behavior Research Studies examining attitude, awareness, and usage patterns, brand equity and image, customer segmentation, and tracking studies for ongoing market monitoring, primarily for US Hispanic and multicultural consumer segments.
• New Product Development & Packaging Research Research services for name generation and testing, product concepts and line extensions, packaging design and graphics evaluation, product evaluations, and taste tests, supporting enterprise clients developing offerings for Hispanic and multicultural consumers.
• Consulting & Research Planning Services Advisory services including marketing and advertising consultation, research planning and design, and facilitation of brainstorming sessions, for enterprise clients seeking strategic guidance on US Hispanic and multicultural marketing programs.
• Qualitative Research (In-Person & Online) Qualitative research methods including focus groups and mini-groups, in-depth interviews (IDIs), dyads and triads, in-person and mobile ethnographies (in-homes, shop-alongs), automotive clinics, consumer and trade on-the-street interviews, telephone IDIs, and quant-qual sessions, delivered in bilingual and bicultural formats for US Hispanic, multicultural, and general market clients.
• Quantitative Research Quantitative data collection methods including mall and retail intercepts, online surveys, on-premise exit interviews, telephone surveys, and fieldwork coordination, supporting US Hispanic, multicultural, and general market research engagements.

Quantifiable outcome

• 8,000+ qualitative sessions conducted since 1996

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Peers

• Geoscape:

Direct peers

• Think Now: Think Now is a Hispanic consumer research and strategic planning firm focused on cultural insights and market segmentation for the US Latino market. It directly competes with Focus Latino in the qualitative research and strategic planning space, targeting the same brand and agency clients seeking culturally-grounded consumer insights.
• Culture One World: Culture One World is a multicultural market research agency providing qualitative and quantitative insights into Hispanic, African American, and Asian American consumers. It is a direct competitor to Focus Latino in cross-cultural qualitative research and serves a similar client base in CPG, financial services, and healthcare.
• Horowitz Research: Horowitz Research is a boutique research firm specializing in multicultural, African American, Asian American, and Hispanic consumer insights across media, entertainment, and CPG. It is one of the closest direct competitors to Focus Latino in qualitative multicultural research, serving the same enterprise client base with a similar niche specialization.

Broad incumbents

• Nielsen: Nielsen operates large-scale consumer and audience research with a specific focus on Hispanic consumer behavior and multicultural audience measurement. It is a frequent incumbent on the same client roster (CPG, retail, media) that Focus Latino serves, but competes through syndicated quantitative panels rather than custom qualitative moderation.
• StrategyOne (Ipsos): StrategyOne, now part of Ipsos, is a strategic communications and qualitative research consultancy that has historically competed for Hispanic market research and communications planning engagements. It represents a larger-scale alternative to Focus Latino for clients seeking integrated strategy and research.
• Ipsos: Ipsos is a global market research giant with a dedicated Hispanic and multicultural research practice. It competes with Focus Latino for enterprise-level qualitative mandates in the US Hispanic market, but as a full-service firm with technology platforms and a global quant infrastructure, it represents a much broader and more capitalized alternative.

Emerging players

• C+R Research: C+R Research is a mid-sized full-service market research firm with a dedicated Hispanic and multicultural practice offering qualitative and quantitative research. It competes with Focus Latino on custom qualitative work while also offering quant capabilities, design, and technology-enabled research platforms.
• The Bantam Group: The Bantam Group is a Hispanic marketing and research firm providing cultural insights, communications research, and strategic planning to brands targeting US Latino consumers. It is a smaller-scale direct competitor to Focus Latino with a similar founder-led boutique model and Hispanic specialization.
• BIGinsight (now part of NetBase Quid): BIGinsight was a multicultural market research firm providing insights into Hispanic, African American, and Asian American consumer segments. As a former direct competitor to Focus Latino, it illustrates the kind of consolidation path boutique multicultural research firms often take, with technology and social analytics integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/focus-latino

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Focus Latino