Overview
COMARKA is a product and brand innovation research firm specializing in understanding the Consumer of the Future in the US, Mexico and LATAM
Services
- TRUSTED GUIDANCE: Offer strategic counsel to executives, product teams, marketing professionals, and cross-functional teams, identifying key issues to be addressed through research.
- PRACTICAL QUALITATIVE RESEARCH: Design and implement simple, effective research methods to foster cross-cultural understanding, delivering insights on time and within budget. These methods include cultural immersions, in-home interviews, shop-alongs, mobile ethnography, focus groups, online communities, small and large group ideation, maxi-groups, moderated user interviews, unmoderated user interviews, etc.
- PRODUCT & BRAND INNOVATION AND REVITALIZATION: Analyze market trends and consumer needs to define personas and shape product visions. This foundational work supports the successful launch of new categories, products, experiences, and brands across diverse markets.
- CULTURAL INSIGHTS TRAINING: Lead presentations and interactive workshops that teach how to build empathy and deepen cultural understanding.
About
After successfully launching new products and repositioning brands over 10 years as a brand manager, category manager, and chief marketing officer for food and beverage companies in Mexico, I founded COMARKA, a cross-cultural market research firm focused on Product & Brand Innovation.
Although I’ve completed moderation and ethnography training courses through the RIVA Institute and hold an MBA from the University of Texas, my clients and peers over the past 19 years have taught me the most about the craft of qualitative research. My 10-year tenure as the Latino and Ethnography SIG Chair at QRCA has been a rewarding opportunity to learn, teach, and empower others.
My differentiation?
Empathy with participants, encouraging them to be themselves and share truths in their preferred language (Spanish, English), culture, and communication style (direct vs. indirect, etc).
Strategic recommendations and persuasive storytelling that drive market growth.
I enjoy presenting and publishing articles on cross-cultural research and innovation. QRCA honored me with the Thought Leadership Award for my innovative approach. Remesh recognized me as one of the Top 50 insight leaders in the US.
How can we uncover the truths about Hispanic consumers and generate actionable insights that lead to market growth? Let's talk: ianeyba@comarka.com