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

    Me he dedicado a la investigación de mercados desde hace ya 20 años, los últimos 10 enfocada en el área cualitativa. He trabajado con todo tipo de industrias y perfiles de consumidores; en proyectos locales y globales. Me gusta mucho leer sobre tendencias e innovaciones, me parece muy inspirador. Cuando no estoy trabajando me gusta mucho pasar tiempo con mi familia, leer, cocinar y tomar café o vino.

  • Sofía Hernández

    Me he dedicado a la investigación de mercados desde hace ya 20 años, los últimos 10 enfocada en el área cualitativa. He trabajado con todo tipo de industrias y perfiles de consumidores; en proyectos locales y globales. Me gusta mucho leer sobre tendencias e innovaciones, me parece muy inspirador. Cuando no estoy trabajando me gusta mucho pasar tiempo con mi familia, leer, cocinar y tomar café o vino.

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.

    Learn more

  • 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.

    Learn more

Get in touch

Get in touch

Get in touch Get in touch

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.

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.

“Syncretic helped us understand not just what consumers in LATAM think, but why they think it. Their insights shaped truly strategic decisions.”

REGIONAL INSIGHTS MANAGER, GLOBAL CPG BRAND

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