Objetivo

What Objetivo does

Objetivo is an independent Chilean consulting firm founded in 2000 by Vicente Valjalo and headquartered in the Las Condes district of Santiago. The firm is interdisciplinary and built around three integrated service lines: Insights & Investigación (qualitative and quantitative research using desk research, focus groups, in-depth interviews, metaphorical studies, ethnography, trend studies, household surveys, and online surveys), Estrategia de Marca (brand strategy, communication briefs, brand architecture, implementation support, and identity work), and Consultoría & Acompa\u00f1amiento (psychology- and philosophy-based advisory and ongoing implementation support). Its core proprietary asset is the trademarked Modelo de Estrategia de Marca Objetivo\u00ae brand strategy framework.

The firm operates as a professional services consultancy serving large enterprise clients across multiple verticals in Chile and Latin America, including consumer goods (CCU, Danone, Agrosuper, Ambrosoli), financial services (Santander, Banco Chile, Banchile, Credichile), telecommunications (Claro, VTR), energy (Abastible, Empresas Copec), retail (Sodimac, Alto Las Condes), healthcare (Pfizer), real estate (Almagro), media (ChileVisi\u00f3n), and manufacturing (HP). The senior team of three partners \u2014 Vicente Valjalo (founder, 30+ years), Paula Dietert (12+ years, 150+ research projects), and Andrea Valcarce (10+ years qualitative research) \u2014 carries credentials from LSE, UC Chile, and Chilean psychoanalytic institutes. The firm employs approximately 209 people and reports no third-party investment, no parent company, and no subsidiaries.

Revenue is generated through project-based consulting engagements priced per scope and sold via direct enterprise sales (in-person, referrals, and professional networks). The go-to-market is sales-led with no disclosed pricing, no public listing, and no documented funding rounds. Marketing is primarily website-driven at objetivo.cl. The firm is privately held, founder-owned, and operates without disclosed external capital or M&A activity.

Name

Objetivo

Legal name

Objetivo

Website

https://objetivo.cl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Objetivo is an independent Chilean consulting firm founded in 2000 that provides qualitative and quantitative research, brand strategy, and advisory services to enterprise clients across consumer goods, financial services, telecommunications, energy, healthcare, and other sectors in Chile and Latin America.

Ownership category

akta.pro rank

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Advisory Services: Professional consulting services including research, brand strategy, and organizational consulting. The firm provides insights and research services, brand strategy development, and ongoing consulting and accompaniment to help clients understand and integrate relevant studies and information into their organization.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Objetivo is an independent Chilean consulting firm offering three interconnected service lines to enterprise clients: (1) Insights & Investigación — qualitative and quantitative market research using methodologies such as desk research, focus groups, in-depth interviews, ethnography, metaphorical studies, trend studies, household surveys, and online surveys; (2) Estrategia de Marca — brand strategy development through its proprietary Modelo de Estrategia de Marca Objetivo® framework, including brief planning, brand architecture, and identity work; and (3) Consultoría & Acompañamiento — psychology- and philosophy-based advisory and implementation support to help clients integrate research and strategy into their organizations.

Product overview

Objetivo is a consulting firm offering three interconnected service lines: Insights & Investigación (qualitative and quantitative research methodologies), Estrategia de Marca (brand strategy using the proprietary Modelo de Estrategia de Marca Objetivo® framework), and Consultoría & Acompañamiento (psychological and philosophical consulting for problem-solving and implementation support). These services are designed to be complementary, with research insights feeding into brand strategy development, and consulting providing ongoing support for integration and execution.

Differentiator

Problem solved

Functional benefit

Products and services

• Insights & Investigación (Insights & Research) Qualitative and quantitative research services for enterprise clients, using methodologies including desk research, focus groups, in-depth interviews, metaphorical studies, ethnography, trend studies, household surveys, and online surveys to surface deep consumer and market insights.
• Estrategia de Marca (Brand Strategy) Brand strategy development services including the proprietary Modelo de Estrategia de Marca Objetivo®, communication brief planning, brand template definition, brand architecture, implementation and integration support, and brand identity, designed to develop solid, long-term brand strategies with real impact.
• Consultoría & Acompañamiento (Consulting & Accompaniment) Psychology- and philosophy-based advisory and accompaniment services to help clients find effective solutions to business problems, supporting implementation through various work sessions and helping organizations understand and integrate relevant research and information.

Named customers19 records

Segments10 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Millward Brown: Global brand-strategy and advertising-research firm (now part of Kantar). Founder Vicente Valjalo previously held senior roles here, and the firm's brand-tracking and brand-equity work directly mirrors Objetivo's Estrategia de Marca offering.
• Kantar: Global insights consultancy (parent of Millward Brown) offering brand strategy, consumer research and analytics. Directly comparable to Objetivo's three-service-line offering and overlapping significantly in brand-strategy methodology.
• NielsenIQ: Global consumer intelligence and market research firm with strong LatAm coverage. Directly competes for the same enterprise research and brand-performance tracking budgets Objetivo serves.
• Ipsos: Global market research leader with deep presence in Chile and Latin America. Competes directly with Objetivo for consumer-insights, brand-tracking and corporate research mandates across the same enterprise client base.
• CADEM: Chilean market and public opinion research firm. Competes for the same local enterprise and institutional research budgets as Objetivo, with comparable methodology mix.
• Arellano Consultoría: Peruvian market research and strategic consulting firm with a similar insights-and-strategy positioning. A close comparable in business model and methodology, though headquartered outside Chile.
• GfK: Global consumer and market research firm where Objetivo's founder previously held senior roles (Adimark GFK). Provides the same insights, brand and consumer research services as Objetivo's Insights & Investigación line.

Broad incumbents

• McKinsey & Company: Global management consulting leader serving many of the same Chilean and multinational enterprises as Objetivo (Santander, CCU, etc.). Competes for strategic advisory and brand-related engagements at the top of the market.
• Wunderman Thompson: Global creative and brand-strategy network (successor to J. Walter Thompson, where Objetivo's founder previously worked). Overlaps on brand strategy and creative development but operates at much larger scale with broader services.

Regional players

• Brain: Argentine brand-strategy and creative consultancy serving Latin America. Comparable in offering to Objetivo's Estrategia de Marca line, focused on a different geography within the region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/objetivo

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Objetivo