Overview

COMARKA is a product and brand innovation research firm specializing in understanding Consumers & Users in the US, Mexico and LATAM

Services

We help your brand increase sales and profits by building authentic connections with your customers.

• Understand Millennials, Gen Zers, US Hispanics and Mexicans

• Reposition brands and refine messaging

• Create new products and revitalize existing ones

• Transform customer experiences

1. Custom Research 

Our unique approach leverages innovative and effective research methods using the full suite of qualitative research, including:

• Online: Co-creation communities, diaries, and video diaries

• Immersive: Consumer camps, ethnography (in-home visits, shop-alongs, intercepts) and mobile ethnography

• Conversations: Individual interviews, focus groups, maxi-groups (for taste testing)

• UX Research: Moderated and unmoderated user interviews

• Qual at Scale: Human & AI Moderated

2. Thought Leadership

COMARKA is a thought leader in the research industry. From presenting at leading conferences to publishing articles and delivering in-person and virtual training, everything we do is focused on helping our clients succeed. 

Popular presentations include:

• How to use AI Interviewing without Losing Human Insight?

• Unveiling the Truths of Latino Consumers for Market Growth

• Making Your Research Pay Off in Mexico & LATAM

• Se Habla Online Qualitative

• Let's Work Together: The Consumer Camp

• The Value of Ethnography & Key Best Practices

• The Challenge of Disruption: Successful Research Stories in Managing Disruptive Forces

About

Isabel Aneyba, Award-Winning Cross-Cultural Researcher

Isabel, a Mexican-American moderator with decades of research experience, provides innovative and impactful market research services. She specializes in product and brand innovation with a strong focus on the U.S. Hispanic market and Mexico.

She can help your product and marketing teams adapt your products and brands to Latinos by identifying customers' pain points and unmet needs and providing ideas to meet them.

Her interviewing style is "In-culture", meaning she adapts to the participant's culture to inspire them to be authentic and share their truths.  

For your projects, she designs the right approach using a variety of qualitative research methods (online, immersive, conversational and UX) and mixed methods (qual at scale).

Her thought leadership on Latinos, specifically Mexicans and Mexican-Americans, has been featured at prominent events such as QRCA, Insights Association Conferences, Quirks Events, and many others. 

She has received advanced moderation, ethnography, online qualitative research and UX training from RIVA Institute trainers, and holds an MBA from the University of Texas at Austin.

Isabel has earned the Research & Equitable Leadership (REEL) award and the Thought Leadership award for her successful research and Innovative approaches with Latinos.