AGP Pesquisas

What AGP Pesquisas does

AGP Pesquisas is a São Paulo–based, founder-owned market research firm founded in 2009 that delivers bespoke quantitative and qualitative research to enterprise clients across Brazil. The company combines traditional methodologies (structured surveys, focus groups, tracking studies, pricing research via PSM and Gabor Granger, MaxDiff, and conjoint analysis) with specialized offerings including Neuro Insights (eye-tracking and heatmap packaging analysis), WhatsApp-based qualitative fieldwork running since 2018, and an AI-enhanced point-of-sale (PDV) auditing service that uses computer vision to detect retail execution deviations.

The firm's technology stack centers on three proprietary or differentiated components: AI-powered image recognition for in-store audits (used at scale with AmBev and Seara), eye-tracking and heatmap tooling for packaging and advertising research, and a WhatsApp-based qualitative research platform. The founders are UNICAMP statistics graduates with 20+ years of industry experience, and the company is structured around a commercial director (Antonio Perina), intelligence director (Gustavo Okuyama), service director (Raul Porto), and operations/intelligence management — operating as an integrated operations + data intelligence team without outsourced project management.

AGP generates revenue primarily through quote-based, custom-scoped professional services engagements, supplemented by recurring annual research contracts (e.g., SAP) and large-scale project retainers (PDV audits). Its go-to-market is sales-led direct engagement with enterprise customers in CPG/food/beverage (Ajinomoto, AmBev, Seara), enterprise software (SAP), franchising (ABF), and retail (Varejo180, SBVC, Casa do Construtor). Customers initiate engagement via website forms, email, phone, or WhatsApp, and projects are scoped and priced per engagement. Distribution is exclusively direct with no channel partners or self-serve platform.

Name

AGP Pesquisas

Legal name

AGP Pesquisas

Website

https://agppesquisas.com.br

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

AGP Pesquisas is a São Paulo–based market research firm founded in 2009 that delivers bespoke quantitative, qualitative, neuro, and AI-enhanced retail audit research to enterprise clients in Brazilian CPG, food, beverage, software, and retail.

Ownership category

akta.pro rank

Headquarters

HQ city

Pinheiros

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Research Projects: AGP designs bespoke market research projects tailored to each client's specific needs, combining multiple methodologies (quantitative, qualitative, tracking, pricing, neuro, etc.). Projects are scoped per engagement, likely custom-quoted based on methodology complexity, sample size, and deliverables. The company has a dedicated multifunctional team for project delivery.
2. Annual Research Contracts: The company holds annual service contracts for ongoing research, such as the SAP satisfaction survey contract. This provides recurring revenue through retainer-style arrangements with enterprise clients requiring continuous monitoring.
3. PDV Audit Services: Point-of-sale auditing services for trade marketing, combining physical audits with AI-powered image analysis. Clients include AmBev and Seara, with national-scale audit coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

AGP Pesquisas is a Brazilian market research firm that designs and executes custom quantitative and qualitative research projects for enterprise clients. Its portfolio spans brand health tracking, product testing (HUT, CLT, concept), NPS/customer satisfaction, neuro insights with eye-tracking, pricing research (PSM, Gabor Granger), ad recall, tracking studies, shopper journey mapping, AI-powered PDV auditing, desk research, and WhatsApp-based qualitative research. Projects are scoped per engagement and delivered end-to-end by AGP's in-house team.

Product overview

AGP Pesquisas is a Brazilian market research company offering a comprehensive portfolio of research methodologies and services. The core offerings include quantitative and qualitative research methodologies as foundational approaches, supported by specialized services such as Brand Health, Product Insights (including Home User Test and Central Location Test), NPS Satisfaction Research, Neuro Insights, Pricing Insights (PSM and Gabor Granger), and Ad Recall. Additional analytical techniques include MaxDiff, Conjoint Analysis, Tracking Studies, Shopper Journey Mapping, PDV Auditing, Desk Research, and Real Estate Research. The company operates from São Paulo with facilities for focus groups and maintains partnerships with technology platforms for survey execution.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Health Comprehensive brand monitoring and health assessment research to track brand perception, equity, and performance over time. Targeted at enterprise marketing and brand teams that need longitudinal brand health indicators.
• Product Insights Product testing and evaluation service including Home Use Test, Central Location Test, and concept testing to assess consumer acceptance and product viability for CPG and food companies preparing launches or reformulations.
• NPS Satisfaction Research Customer satisfaction research using NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) methodologies to measure client loyalty and experience, often delivered as annual recurring engagements.
• Neuro Insights Neuroscience-based research using eye-tracking, sensation capture equipment, and behavioral analysis to access consumer unconscious responses to products, packaging, and campaigns.
• Pricing Insights Price sensitivity research using PSM (Price Sensitivity Measurement) and Gabor Granger methodologies to identify optimal pricing and price elasticity for products.
• Ad Recall Campaign evaluation and communication testing including pre-test and post-test to measure advertising impact, message retention, and brand association for marketing teams.
• Tracking Research Continuous wave-based research monitoring brand image, competitor activity, consumer behavior, and campaign effectiveness over time for enterprise clients.
• Shopper Journey (Jornada do Consumidor) Consumer journey mapping service analyzing discovery, recognition, consideration, and decision stages of the purchase process across physical and digital channels.
• PDV Auditing (Auditoria de PDV) Point-of-sale auditing using AI-powered image recognition and analytics to evaluate shelf execution, pricing, and product availability in retail stores at national scale for CPG and beverage clients.
• Desk Research Secondary market research consolidating publicly available information, news, and market data into comprehensive industry reports, with AI-assisted knowledge retrieval.
• Real Estate Market Research Real estate market research including property mapping, mystery shopping at competitor developments, and potential buyer surveys for property developers and real estate enterprises.
• Experimental Kitchen Product Testing Product testing in experimental kitchen facilities with consumer panels and focus groups for food and culinary products, conducted at a partner facility in Pinheiros, São Paulo.
• Packaging Heatmap Testing Packaging evaluation using click tracking and heatmap visualization to identify consumer attention points and preferences on packaging designs and shelf layouts.
• WhatsApp Qualitative Research Qualitative research conducted via WhatsApp, allowing participants to share photos, audio, and video responses in group or individual formats. The methodology has been in operation since 2018 and supports asynchronous remote fieldwork.

Quantifiable outcome

• 59% of Brazilian households have at least one person consuming dietary supplements, with Brazil being the 3rd largest supplements market globally (250+ brands)
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Varejo180coreStrategic or Co-development Partner · 1 March 2026Research partnership for the 'O Consumidor no Comando' (Consumer in Command) study on omnichannel behavior and multichannel retail trends in Brazil. Conducted in March 2026 with 1,400 consumers via online panel and in-person interviews. Varejo180 is a retail innovation consultancy with over 30 years of experience founded in 2019. The study was presented at Café com Varejo 180 events.
• SearacoreStrategic or Co-development Partner · 1 January 2024Partnership in 2024 for nationwide PDV auditing across Brazil with high technical rigor and complexity. Required additional investments in AI technology and team expansion to sustain service excellence and data quality standards.
• AmBevcoreStrategic or Co-development Partner · 1 January 2022Partnership consolidated in 2022 for PDV (point-of-sale) auditing evaluating product quality at retail locations nationwide. Project utilized AI-enhanced image recognition technology and grew significantly over time, becoming a major operational engagement.
• SBVC (Sociedade Brasileira de Varejo e Consumo)coreStrategic or Co-development PartnerPartnership with SBVC on tracking studies, including 'Tracking de hábitos de compra da população acima de 60 anos'. Also collaborated on a sports betting market study. SBVC is a Brazilian retail and consumption society providing industry expertise.
• Casa do ConstrutorminorStrategic or Co-development PartnerPartnership study on home renovation habits and intentions in Brazil, with surveys conducted in 2020 and 2023 (600 respondents across all regions). Casa do Construtor is a franchise network for construction equipment rental founded in 1993 with 600+ units in Brazil.

Scale indicators6 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Qualtrics: Experience management platform with survey, brand tracking, and customer experience research capabilities. Increasingly used by enterprises for in-house brand and CX research, posing a long-term platform risk to traditional custom research firms like AGP.
• Dynata: One of the world's largest first-party data and online sample providers for market research. Adjacent to AGP as a research infrastructure provider used by enterprises for consumer insights, with growing Brazil reach.
• Toluna: Online consumer insights platform combining panels, survey technology, and a research community. Competes with AGP on online quantitative research, brand tracking, and concept testing, particularly for clients seeking faster, tech-enabled delivery.

Direct peers

• MMR Research Worldwide: Consumer products research specialist focused on sensory, packaging, and product testing globally. Highly comparable to AGP's Product Insights (HUT, CLT), Neuro Insights, and packaging heatmap offerings for CPG/F&B clients.
• IBOPE Inteligência: Historic Brazilian market research leader (now part of the Kantar group). Offers consumer, media, and opinion research directly competing with AGP across most of its service lines in the Brazilian enterprise market.
• Datafolha: Brazilian market research and public opinion polling firm affiliated with Folha de S. Paulo. Competes with AGP in quantitative research, electoral polling, and consumer behavior studies for large Brazilian enterprises and media clients.

Broad incumbents

• GfK (now part of NIQ): Consumer goods research specialist with deep roots in CPG, technology, and durables — overlapping with AGP's large CPG/F&B client base. Provides syndicated consumer panels and ad-hoc research similar to AGP's product testing and tracking services.
• NielsenIQ: Global measurement and consumer intelligence company with retail measurement panels and consumer research capabilities in Brazil. Directly competes with AGP's PDV auditing and shopper insights offerings through syndicated retail panels at large scale.
• Ipsos: Global research firm with established Brazil operations. Offers brand health, advertising research, product testing, pricing, and public opinion polling — a portfolio closely aligned with AGP's service mix, but backed by global panels and infrastructure AGP cannot match.
• Kantar: Global market research leader with a significant Brazil presence (including the former Kantar IBOPE Media operation). Offers brand tracking, consumer insights, shopper research, and syndicated panels that overlap directly with AGP's core services but at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/agppesquisas
• LinkedInlinkedin.com/company/agppesquisas
• Instagraminstagram.com/agppesquisas
• Xx.com/agppesquisas

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 AGP Pesquisas