METHODOLOGY
Market research methodology for Mexico and Latin America
How GS Insights designs qualitative and quantitative studies, controls quality and turns evidence into recommendations.
Our methodology starts with the business question, defines what evidence could change the project and selects techniques only then. A study may combine desk research, in-depth interviews, ethnography, CAWI, CATI, online panels, U&A, MaxDiff, conjoint analysis or Van Westendorp when appropriate.
Every design states the population, sample size, incidence, quotas, controls, analysis plan and limitations. The same senior team remains involved from brief to final readout.
1. Frame the question
We align the action that will follow, hypotheses, audiences and required confidence. This prevents a questionnaire from substituting for reasoning.
2. Design the evidence
We select method, sample and stimuli for the intended use. Assumptions, margin of error where applicable and comparability conditions are documented.
3. Control fieldwork
We pilot, monitor incidence, quotas and quality, and record deviations. Qualitative work includes recruitment, guide and analytical traceability checks.
4. Analyse and recommend
Facts, interpretation and implications remain distinct. Recommendations show their evidence, remaining uncertainty and a proportionate next step.