INSIGHTS LAB

The agency we wanted didn’t exist, so we built it.

After 20 years in qualitative research, we’d seen it all—professional participants who jump from session to session, reports bloated with jargon, and insights polished to impress, not inform.

So we built Syncretic. To recruit real people, cut through the noise, and deliver insights that don’t just sound smart, they mean something.

Manifest

We’ve reclaimed ethical research, with both head and heart.We speak to real consumers, not ideal ones.

We question what others take for granted and uncover what truly drives change. We start with deep interviews, because we notice and listen to what others overlook. That’s where human insights are born: uncomfortable, honest, and actionable. Because meaningful change doesn’t sugarcoat, it solves real problems.

THE TEAM THAT GETS TO THE BOTTOM OF THINGS.

  • Diego Álvarez

    I’m a social psychologist with twenty years of experience in qualitative research applied to the consumer and entertainment industries, specializing in generational trends and cultural movements. I design ad-hoc methodologies to generate actionable insights for all kinds of clients and also lead innovation and design thinking workshops. In my free time, I’ve developed public art and street art projects, and participated in over 15 solo and group exhibitions. These days, my greatest passion is raising my two children.

  • Sofía Hernández

    Consumer researcher and passionate about uncovering the truth. I studied Marketing and later earned a Master’s degree in Consumer Studies. I've been working in market research for twenty years — the last ten focused on qualitative methods. I've collaborated with all kinds of industries and consumer profiles, in both local and global projects. I love reading about trends and innovations; I find it truly inspiring. When I’m not working, I enjoy spending time with my family, reading, cooking, and drinking coffee or wine.

PURPOSE-LED RESEARCH

Some projects are just too interesting to turn down…

  • Small businesses, big questions, and limited budgets

    Not every brand can invest thousands to understand their consumers — but that doesn’t mean their questions are any less important. And when budgets are tight, creativity, flexibility, and empathy aren’t nice-to-haves — they’re our method. 

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  • One plot of land. Many needs. Little certainty.

    In this project, the goal was to explore new opportunities in the candy market, where the challenge was clear: a low-cost product that failed to spark excitement among teens.

    This time, the challenge was to find fertile ground in the territories of social moments and emotional purchases.

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  • Fewer students and too many questions.

    The College of Lacanian Psychoanalysis noticed a drop in enrollment for its postgraduate programs. But they had no clear answers. Had the student profile changed? The perceived value? The competition? That’s why they reached out — so we could listen, understand, and turn doubt into a corrective strategy.

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SERVICES

We conduct qualitative research that sparks real, natural responses — because we innovate in how we apply it. Our methodology, the Syncretic method, integrates multiple tools to enrich every insight.

our services

LET’S WORK TOGETHER

Want to decode consumer culture through the right voice? With over 20 years of experience in qualitative research, we tailor our strategies and methodology to each project.

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“In today’s world, it’s essential to collaborate with partners who adapt seamlessly to our timelines and budgets. That’s why we value working with Syncretic.”

HEAD OF CONSUMER INSIGHTS, MULTINATIONAL SNACKING COMPANY

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