Mobimetrics

What Mobimetrics does

Mobimetrics is a Colombian market research company founded in 2016 and headquartered in Bogotá, operating a mobile-first market intelligence platform positioned for the LATAM region. The company sells consumer behavior studies, brand awareness reports (Top of Mind), sector statistics, and custom research services to enterprise clients in financial services, telecommunications, cosmetics, and FMCG sectors, with named clients including Banco Popular, Grupo Bolívar, Belcorp, Movistar, Alianza Team, and PMI. Data collection is powered by Mobijob, a sibling/parent mobile application that recruits a consumer panel and enables direct-to-consumer survey responses in multimedia formats (image, audio, video) with GPS location verification, eliminating interviewer bias common in traditional face-to-face or phone research.

The core product portfolio consists of three pillars: (1) Ecat category-specific consumer habit and purchase studies sold individually through a self-serve WooCommerce storefront, (2) Top of Mind brand awareness studies tracking brand recall and positioning, and (3) Suscripción Premium, a recurring monthly subscription at COP $30,990 that offers 20% discounts on studies and free monthly content. Additional offerings include bundle packs (e.g., PACK Café 2023, PACK 6 cleaning products), Estadísticas Sectoriales real-time sector statistics, and bespoke research services covering household studies, trade/channel audits, mystery shopping, and GPS-based outlet mapping. The company claims its mobile methodology is 30-50% faster and more economical than traditional market research channels.

The business operates a hybrid GTM model combining a product-led self-serve e-commerce channel with enterprise project sales. Mobimetrics is privately held with no disclosed institutional funding, no management team beyond CEO Santiago Velez listed, and operates exclusively from a Colombian corporate umbrella under Mobijob. The technology infrastructure is WooCommerce/WordPress with no public APIs, SDKs, or AI capabilities disclosed, indicating a lean operational footprint focused on study production and distribution rather than platform extensibility.

Name

Mobimetrics

Legal name

Mobimetrics

Website

https://mobimetrics.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Mobimetrics is a Bogotá-based mobile-first market research platform founded in 2016, selling consumer habit studies, Top of Mind brand research, and sector statistics to Colombian enterprises across FMCG, financial services, telecom, and cosmetics, with data collected via the Mobijob mobile app.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Syndicated Market Research (Panels, Omnibus, Tracker Studies) (MPAAALAB)

akta.pro secondary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Mobile market research
• Consumer insights
• Brand awareness studies
• Retail audit services
• Market intelligence platform

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Studies Sales: Individual purchase of market research studies on various consumer categories such as food, beverages, cleaning products, and personal care. Studies include Top of Mind reports and Habit Consumption studies.
2. Premium Subscription: Premium membership offering 20% discount on all studies, free monthly studies and infographics, and preferred access to daily statistics.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Mobimetrics sells mobile-sourced consumer market research studies and intelligence subscriptions to enterprise clients in Colombia and LATAM. Its portfolio includes per-category consumer habit and purchase studies (Ecat), Top of Mind brand awareness studies, a recurring Premium Subscription, sector statistics, and custom household and trade channel research services, all delivered through a proprietary Mobijob-powered mobile data collection platform with GPS, multimedia, and real-time dashboard capabilities.

Product overview

Mobimetrics is a mobile-based market research platform operating in LATAM, specializing in consumer insights through digital surveys. The product portfolio consists of three core offerings: (1) Ecat market studies that analyze consumer habits and purchasing behavior across specific product categories in Colombia, (2) Top of Mind brand awareness studies that track brand recall and positioning, and (3) a Suscripción Premium subscription providing ongoing discounts and access to new studies. Additional services include household and trade channel research, GPS-based point-of-sale mapping, and a real-time analytics reporting dashboard. The platform uses mobile survey technology to collect responses in image, audio, and video formats, with GPS tracking for location-based insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Ecat (Estudios de Consumo y Compra por Categoría) Market research studies analyzing consumer habits and purchase behavior for specific product categories in Colombia, with quantitative surveys detailing methodology, sample sizes, and brand and price insights for enterprise decision-making.
• Top of Mind Studies Brand awareness and positioning studies that identify which brands consumers recall first, paired with purchasing behavior, loyalty, and media exposure data for brand and marketing teams.
• Suscripción Premium Premium monthly membership providing 20% discount on all studies, free monthly studies and infographics, and preferred access to daily statistics and metrics.
• Estadísticas Sectoriales Sector-specific statistics and metrics for key Colombian economic sectors, delivered to registered users with real-time analytics.
• Estudios en Hogares Custom consumer research services conducted in household settings, including brand image studies, product studies, media tracking, and consumer behavior analysis.
• Estudios en Comercios Trade and channel research services including product and price audits, brand auditing, mystery shopping, and GPS-based point-of-sale mapping for retail and distribution teams.
• Reporting Dashboard Real-time analytics dashboard with interactive graphics and comprehensive reporting on research findings and insights, supporting client-side decision-making.
• PACK Estudios de Café 2023 Bundle package combining studies on instant coffee and ground coffee consumption habits and purchasing patterns in Colombia for the second semester of 2023.
• PACK 6 Estudios: Hábitos de uso y compra productos de limpieza 2023 Bundle of six studies covering cleaning products including detergents, dishwashing liquid, fabric softener, bar soap, multi-surface cleaner, and bleach for the 2023 period.

Named customers6 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MobijobcoreTechnology or IntegrationMobijob is the mobile application platform used by Mobimetrics for respondent recruitment and data collection. It powers the mobile-based survey methodology and serves as the source of consumer panel participants. Mobijob handles the technical infrastructure for mobile data collection while Mobimetrics focuses on market research product development and sales.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Global market research firm operating extensively in Colombia and LATAM with syndicated and custom consumer research offerings. Comparable in targeting the same enterprise brand and marketing buyers with consumer habit, brand awareness, and category studies.
• NielsenIQ: Global leader in syndicated consumer insights and retail measurement with deep LATAM operations including Colombia. Comparable because it sells pre-packaged consumer behavior and category studies to FMCG/CPG enterprises — directly overlapping Mobimetrics' core offering, but at vastly larger scale and category breadth.
• Euromonitor International: Global provider of syndicated market research on consumer industries and economies. Comparable as a seller of country-level and category-level consumer reports purchased by the same enterprise FMCG and brand strategy buyers Mobimetrics serves.
• Kantar: Major global market research and consumer insights firm with strong presence across LATAM. Comparable as a seller of brand tracking (similar to Mobimetrics' Top of Mind studies), consumer panel data, and syndicated category reports to the same FMCG/enterprise buyer base.
• Statista: Global data and statistics platform selling syndicated reports and dashboards via subscription. Comparable in its self-serve, e-commerce-style distribution of pre-packaged market research to enterprise users — the model Mobimetrics aspires to with its Premium subscription.

Direct peers

• Dynata: Large online-first consumer and B2B research panel operator selling programmatic and syndicated research globally. Comparable in combining first-party panel infrastructure with syndicated/custom research products aimed at brand and marketing decision-makers.
• Toluna: Digital consumer insights platform operating an online/mobile respondent panel and selling syndicated and custom research via self-serve tools. Comparable as a tech-enabled, panel-driven research provider targeting brand and marketing teams with faster, cheaper alternatives to traditional firms.

Regional players

• INVAMER: Established Colombian market research firm providing consumer, political, and brand studies domestically. Most directly comparable regional peer — same geography, same buyer set, and overlapping product types (Top of Mind, habit/consumption studies).
• Datum Internacional: Peruvian market research firm with regional LATAM presence offering consumer insights and syndicated studies. Comparable in business model (consumer habit studies, brand tracking, category reports) and regional Spanish-speaking market focus.
• Cifras y Conceptos: Colombian research consultancy producing consumer, political, and social studies for enterprise and public-sector clients. Comparable as a local competitor selling pre-packaged consumer insights in the same Colombian market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mobimetrics

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 Mobimetrics