Insight Lab – Research

Market and brand research

Intuition is useful, but data is even more so. Understanding how you are perceived is key to improving your impact.

At Insight Lab, we turn perceptions into clear and actionable information.

We use science –eye tracking, focus groups, interviews– to discover what your audience feels, thinks, and doesn’t always say.

What we find here translates into safer decisions, more refined messages, and strategies that work.

I work with a research support ecosystem that is eager to help you stand out.

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To whom it is addressed

  • To brands, institutions, universities, media outlets, and agencies that need to better understand their audience in order to make evidence-based decisions.
  • It is also ideal for communication or marketing teams that want to validate ideas, optimize messages, or measure brand perceptions before launching a campaign.

When you understand what truly motivates your audience, you communicate with precision, connect with purpose, and grow meaningfully.

Actionable insights to optimize your message

Understand the real experience of your audience

Identify invisible barriers in communication

Testimonials

An institution wanted to know how it was really perceived and in what areas it could improve. I designed a qualitative study that turned their audience's impressions into clear and actionable data. In a few weeks, they had a concrete roadmap to adjust their communication and reinforce their image, with changes that began to be noticed from the first campaign.

My Insight method for research

1. Define the challenge

Key: Understand what you need to discover.

  • We align research objectives with communication goals.
  • We translate diffuse concerns into clear questions.

2. Exploration

Key: Obtain unfiltered information.

  • Selection of methods (eye tracking, interviews, focus groups, surveys).
  • Observation and collection of qualitative and quantitative data.

3. Analysis

Key: Move from scattered data to clear patterns.

  • Identification of key insights and repeated behaviors.
  • Use of coding techniques and content analysis.

4. Translation: From data to strategy

Key: Make the information useful.

  • We turn findings into actionable recommendations.
  • We design strategic roadmaps based on evidence.

5. Application

Key: Use what you have learned to change communication.

  • Monitoring of implementation and results.
  • Strategic adjustments to optimize impact.

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Frequently asked questions about applied research

What type of studies do you conduct?

Each research has its objectives and, therefore, an optimal methodology to achieve them. I do research based on:

A)Focus Groups:
Dynamic meetings with groups of people to explore perceptions, emotions, and shared experiences.

  • Ideal for discovering how a message, brand, or campaign is interpreted.

B) In-depth or semi-structured interviews:
Individual conversations that allow a detailed understanding of the experience and the meanings that people attribute to something.

  • Useful for obtaining rich and nuanced qualitative information about motivations or communication barriers.

C) Eye tracking experiments:
Studies with eye tracking technology to measure what captures visual attention and how a message or design is processed.

  • Perfect for optimizing visual materials, websites, advertisements, or presentations.

D) Discourse analysis:
Systematic review of the language and messages used by a brand, institution, or community.

  • It serves to detect patterns, biases, or inconsistencies in communication and improve the institutional or media narrative.

It depends on the scope of the study, but most projects are delivered between 3 and 6 weeks.

No. I also collaborate with entrepreneurs and small brands that want to grow on a scientific basis.

Always. We sign confidentiality agreements, and the data is treated with ethical and scientific rigor.

Sure. I will analyze your needs and propose a research design tailored to your reality.