Services

Research that becomes strategy.

Our raw material is research. What we deliver is interpretation you can act on — for brands operating in Mexico and across Latin America.

01 — LISTEN

Qualitative research

We go to the field to understand the why behind every decision. Each study is designed around your business question — no templates, no shortcuts.

  • Focus groups and in-depth interviews
  • Ethnography and in-context observation
  • Communities and longitudinal tracking
  • Concept, product and communication testing
02 — INTERPRET

Consumer Understanding

We decode culture, habits and tensions. Connecting the dots to reveal the human truths that support a strategy worth acting on.

  • Tension and motivation mapping
  • Trend and cultural analysis
  • Attitudinal and behavioral segmentation
  • Customer journey and moments of truth
03 — ACTIVATE

Innovation

We co-create products, concepts and experiences with your team. Turning findings into concrete, actionable next steps.

  • Co-creation and ideation workshops
  • Concept development and validation
  • Innovation for growing and enterprise brands
  • Support from idea to launch
How we work

From raw material to human truth.

A clear four-stage process — piece by piece, until the picture makes sense.

01

Listen

We define the business question and design the fieldwork around it.

02

Explore

We go to the field: real context, real conversations, real people.

03

Interpret

We connect the pieces and surface the patterns that matter.

04

Activate

We deliver findings that drive strategy and decisions.

Training for those who do the research.

Through Tangram Training we share the craft: practical courses for teams and professionals who want to research better, moderate with confidence, and turn findings into innovation.

01

The craft of research

Fundamentals of qualitative work: how to design, conduct and interpret a study with rigor and sensitivity.

02

Everything you always wanted to know about moderation

Techniques and tools to moderate sessions with confidence, truly listen, and lead conversations that reveal.

03

From insights to innovation

How to move from data to actionable insights and use them as the starting point for innovation.

Ask about our courses

Which of these does your brand need?

Tell us the challenge and we'll design a tailored proposal. No commitment.

Request a proposal