Mexico is a country in North America with a vast history. Once home to ancient civilisations such as the Maya and Aztecs, it is now the tenth most populous country in the world, and home to the largest number of native Spanish speakers. 90% of modern Mexicans are Mestizos, of mixed Native American and Spanish ancestry, influenced by the three centuries of Spanish rule between the 16th and 19th century.
Around 17.5% of Mexico’s population lives in the Distrito Federal around Mexico City (sometimes referred to as México, D. F.) and this is the main centre for market research.
Mexico’s official spoken language is Spanish, but there are also 68 national languages, including indigenous languages. Mexican cuisine is UNESCO-listed, one of the few globally recognised cuisines.
Mexico’s economy is heavily influenced by its neighbour, the US. Industry is the biggest component of the nation’s economy (47%), including automobile production, food processing and mining of natural resources like silver, petroleum, copper and lithium, of which Mexico’s land is rich with.
The USMCA trade agreement facilitated the process of nearshoring, encouraging companies to move their production facilities to Mexico to reduce costs and leverage the country’s proximity to the US. However, the recent tariff increases on imports from Mexico to the USA is a disrupting factor. 43% of Mexico’s GDP comes from services such as transportation, retail and wholesale trade and professional services, and employs roughly 62% of Mexico’s labour force.
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Focus groups allow participants to combine experiences and perspectives to explore ideas in depth. Commonly used during creative and conceptual development, they help you understand your customers’ needs, perceptions, and beliefs.
In-depth interviews (IDIs), where a moderator interviews a single respondent, can be conducted face-to-face, online, or over the phone. They are ideal for B2B research and for exploring delicate subjects with consumers and hard-to-reach groups.
Ethnographic research is a qualitative research method in which the researchers observe participants using a product or service, or carrying out other activities, in their own environment, typically at work or at home.
An online bulletin board (OBB) is an online forum for qualitative market research that enables participants to log into to carry out research tasks or reply to questions asked by a moderator at their own pace, typically over a period of a few days.
A market research online community (MROC) is similar to an online bulletin board (OBB). However, unlike an OBB, on online community may be used to serve multiple purposes, and the community may remain active for weeks, months or even years.
User experience (UX) testing is a qualitative research methodology which involves directly observing and interviewing a participant using a product or service. It is widely used for testing new versions of apps and websites before they are launched.
Customer experience (CX) testing evaluates how customers interact with a product, service, or digital platform. It helps identify usability issues and overall satisfaction to improve the customer journey and ensure a smooth and enjoyable experience.
A video survey is a type of unmoderated qualitative research in which survey takers respond to a series of instructions or questions by making short videos using their smartphone, either in ‘selfie’ mode or to record an activity.
Vox pop research involves making recordings of people, usually members of the public, responding to questions. These clips are often used in research to illustrate public opinion on widely known topics, brands, or products.
Online surveys are a cost-effective research method with great flexibility in design. Automated data handling allows the results to be available quickly and many online surveys can be completed on smartphones, helping to improve the response rate.
CATI (computer-assisted telephone interviewing) leverages technology to reach those who aren’t online. CATI interviews follow an electronic script with built in routing and type in the respondent’s answers to each question as the interview proceeds.
CAPI (computer-assisted personal interviewing) is a form of face-to-face interviewing where the interviewer reads the survey questions from a tablet device and inputs the respondent’s answers directly to the device.
We recruited teens and young adults in Brazil, Mexico, Canada, the Philippines and Japan to take part in online IDIs about their use of avatar-based stickers on Facebook. The respondents had to be smartphone users who used avatar stickers as part of social interaction within messenger platforms.
Our client wanted to conduct 90-minute online focus groups with 32 women living from different parts of Mexico who shop at a popular fashion store. We successfully recruited all the respondents in just over one week.
The end client wanted to speak with residents who had been directly affected by wildfires in recent years and first responders who had been involved in tackling the fires. We arranged focus groups in Australia, Indonesia and Mexico. We recruited around 30 residents and 20 first responders across these three countries.
A well-known international online retailer was interested in identifying customer perceptions and behavioural trends about their existing gift card products and third-party gift card products available on their website. FieldworkHub was brought in to recruit eight respondents in each of Canada, France, Germany, Mexico and the UK.
A leading global hygiene company wanted to collect insight on how different industrial products were being stored and utilised. They tasked us with finding facility managers and purchasing decision makers from manufacturing companies in Mexico and Colombia for a series of 60-minute online interviews.
A global technology company wanted to obtain views of informed members of the public and people with a professional interest in a public policy topic relating to their sector. In each country we organised two focus groups in a viewing facility with opinion elites and four interviews with informed administrators.
