De las Heras Demotecnia

What De las Heras Demotecnia does

De las Heras Demotecnia (legal entity Demotecnia 2.0., S.A. de C.V.) is a privately held Mexican public opinion research and market research firm founded in 1991 by María de las Heras. The firm positions itself as a pioneer of political-electoral polling in Mexico and conducts national surveys, state-level surveys across approximately 18 Mexican states plus CDMX municipalities, exit polls, post-debate studies, government approval evaluations, market research studies, digital sentiment studies, and post-electoral analysis. Its service portfolio is delivered through a single integrated opinion-research platform rather than discrete software products.

The firm's underlying methodology centers on directly controlled, non-subcontracted field work supported by internally modified quality-control, information-collection, and supervision processes that have been enhanced with technology over the past decade. It explicitly avoids outsourcing field operations, treating that control as the basis of its accuracy and brand reputation. Research output (over 165 blog entries and continuous monthly publications through 2026) is distributed through its own website and via reciprocal media partnerships with major Mexican outlets including Expansión, Forbes México, Imagen TV, ADN40, Aristegui Noticias, MVS Noticias, W Radio, and SAGA Radio.

The business model is professional services: commissioned, project-based survey and research engagements sold to political parties, candidates, electoral authorities, private-sector market research buyers, and media organizations. Pricing is quote-based and not publicly disclosed. The firm operates with approximately 47 employees from a single headquarters in Álvaro Obregón, CDMX, has no disclosed funding rounds, no parent company, and no patents or technology certifications. Following the 2012 death of founder María de las Heras, research leadership transitioned to Violeta Sánchez as Director of Research.

Name

De las Heras Demotecnia

Legal name

Demotecnia 2.0., S.A. de C.V.

Website

https://demotecnia.com.mx

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

De las Heras Demotecnia is a Mexico City-based public opinion polling and market research firm founded in 1991, serving political parties, electoral authorities, private-sector clients, and media organizations through directly controlled, non-outsourced field surveys across national and state-level Mexican geographies.

Ownership category

akta.pro rank

Product category

Public Opinion and Market Research

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)

akta.pro primary industry

Survey, Panel & Fieldwork Services (BPAHALAJ)

akta.pro secondary industry

Electoral Support & Election Observation (BPADAGAA)

Keywords

• Public opinion polling
• Electoral research services
• Market research surveys
• Voter intention studies
• Government approval tracking

Headquarters

HQ city

Ciudad de México

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Public Opinion Research Services: Conducting surveys and studies on public opinion for political-electoral decision-making, generating revenue through commissioned polling and research studies.
2. Market Research Services: Market studies for commercial and business decision-making purposes, providing research services to private sector clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

De las Heras Demotecnia is a Mexican public opinion research firm that designs and conducts surveys on political-electoral preferences, government performance, and commercial/consumer topics. The firm executes fieldwork directly without subcontracting, producing national and state-level polls, exit polls, post-debate studies, government approval evaluations, market studies, digital sentiment studies, and social situation studies, with results distributed through media partnerships across Mexico.

Product overview

De las Heras Demotecnia is a pioneering Mexican public opinion and market research firm founded in 1991, operating as a single integrated service offering centered on opinion polling and market studies. The company delivers a unified portfolio of survey-based products including national and state-level electoral polls, exit polls, post-debate studies, government approval evaluations, market research studies, digital studies, and social situation tracking. The firm controls its field work directly without subcontracting, emphasizing artisanal and reliable processes, and publishes monthly surveys covering political-electoral preferences across Mexican states and national topics. Results are shared through collaborations with major Mexican media outlets including Expansión, Forbes México, Imagen TV, ADN40, Uno TV, and Aristegui Noticias.

Differentiator

Problem solved

Functional benefit

Products and services

• Encuestas Nacionales (National Surveys) Monthly national public opinion surveys covering political-electoral preferences, government approval ratings, and other topics of national interest in Mexico. Intended for political-electoral, media, and commercial clients seeking decision-ready national-level sentiment data.

Quantifiable outcome

• Consistently accurate electoral predictions contrary to dominant party forecasts in various territories

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ExpansióncoreGTM or Marketing PartnerMedia partnership for survey collaboration. Expansión publishes and references De las Heras Demotecnia surveys as part of their editorial content on business and politics in Mexico.
• Forbes MéxicocoreGTM or Marketing PartnerMedia partnership where Forbes México features De las Heras Demotecnia survey results, providing credibility and wide reach for the polling firm's findings.
• Imagen TV / ADN40 / Enfoque / Uno TVcoreGTM or Marketing PartnerTelevision network partnerships for broadcasting survey results. These outlets air and discuss De las Heras Demotecnia polls as part of their news programming.
• Aristegui (CNN en Español)coreGTM or Marketing PartnerCollaboration with Carmen Aristegui's news platform for publishing and discussing survey findings with wide audience reach.
• MVS NoticiascoreGTM or Marketing PartnerRadio news partnership for survey result coverage and analysis, expanding reach to radio audiences.
• W Radio / SAGA RadiominorGTM or Marketing PartnerRadio partnerships for disseminating survey data and analysis to listeners interested in politics and current events.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Consulta Mitofsky: One of the most recognized Mexican polling houses, founded by Roy Campos, publishing monthly national tracking polls and election forecasts. Directly comparable in product, methodology, and Mexican media footprint.
• Oraculus: Mexican election forecasting and political analysis platform using aggregated polling data and statistical modeling. Comparable focus on Mexican electoral opinion and prediction.
• Mendoza Blanco & Asociados: Mexican public opinion and electoral research firm providing political and corporate market research. Operates in the same small-tier Mexican polling segment as De las Heras Demotecnia.
• Buendía & Laredo: Mexican polling and electoral research firm publishing influential election forecasts and political opinion studies. Highly comparable in service offering and Mexican political client base.
• Parametría: Mexican polling and market research firm offering national and state-level electoral surveys, consumer research, and political analysis. Direct competitor to De las Heras Demotecnia in the Mexican political polling market.

Broad incumbents

• Kantar Mexico: Global research firm with a Mexican presence focused on brand, consumer, and media research. Comparable in market research services though broader in scope and far larger.
• GfK Mexico: Global market research firm with Latin American operations covering consumer and public opinion research. Comparable in market research methodology, with broader geographic reach.
• Ipsos México: Global market research leader with strong Mexico presence covering consumer, political, and social research. Competes for the same corporate and public-sector research budgets with much broader portfolio.
• NielsenIQ México: Large global consumer research and analytics firm with Mexico operations. Overlaps with De las Heras Demotecnia on commercial market research and consumer behavior studies, though at a much larger scale.

Regional players

• Latinobarómetro: Latin American public opinion research network conducting cross-country surveys across the region. Comparable methodology of public opinion polling, but operates regionally rather than within Mexico alone.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/herasdemotecnia
• YouTubeyoutube.com/channel/UCiXsJsrxjiIknAJMXSU1jyA?view_as=subscriber
• Facebookfacebook.com/delasherasdemotecnia
• TikToktiktok.com/@delasherasdemotecnia
• LinkedInlinkedin.com/company/de-las-heras-demotecnia

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 De las Heras Demotecnia