Market research in León
We make sure your decisions aren't a gamble .
With our ILM (Brand Play Engineering) method, we combine hard data + human understanding to answer what your customer wants, where they are, and what message motivates them.
Why research before investing ?
Market research is the professional and ethical process of obtaining and analyzing information to make objective business decisions; it is the global standard we follow.
At WIMB we use it to reduce uncertainty, validate opportunities and align strategy and execution (branding, communication, social media management, advertising, web).
What do we answer?
Who is my customer really and what matters to them? (segments, jobs-to-be-done, drivers)
How do I compare to competitors? (attributes, prices, positioning)
Where are the opportunities? (niches, channels, zones)
Which message and offer convert best? (value proposition, claims, creatives)
Which products/services are worth focusing on first? (prioritization)
And any other important point that you want to validate in the market.
Our approach applied to market research
01
Discovery
Brief, hypothesis, and critical variables. Mapping of secondary sources
03
Fieldwork & Analysis
Collection, cleaning, statistical and thematic analysis; reading of consumer intent signals and trends with open sources when applicable.
02
Design
Mixed method (quantitative + qualitative) and sampling plan: surveys, in-depth interviews, focus groups, social listening and competitive analysis.
04
Decision
Actionable insights, prioritized opportunities, communication recommendations, and quick tests (creative MVPs, A/B testing of messages) to move from discovery to result.
What we investigate
Quantitative (what and how much) : online/field surveys, demand sizing, pricing, brand lift, NPS, concept and piece testing.
Qualitative (why) : IDIs, focus groups, light ethnography, purchase shadowing, usability/UX testing for website or e-commerce.
Secondary (desk research) : market research, regulations and official sources, as well as consumer trends and searches.
Market research deliverables
Opportunity map (size, zones, segments, seasonality).
Buyer personas with drivers, objections, and key messages.
Competitive benchmark (attributes, pricing, tone, digital performance).
Value proposition and validated claims ; communication routes by segment.
Tactical recommendations for branding, social, paid and web (90-day roadmap).
KPI dashboard and measurement guide (what to monitor each month).
Typical process and times
Kickoff & brief (1 week)
Desk + sample design (1 week)
Field (2–3 weeks depending on sample)
Analysis + report (1–2 weeks)
Decision workshop (½ day)
(Adjusted to the size of the studio and access to audiences.)
Indicators we measure
Market size and value /segment.
Preference and drivers of choice.
Brand perception (attributes) and NPS.
Price elasticity and purchase intention.
Recall and understanding of messages/creatives.