Your dashboards tell you what. We tell you why LATAM behaves differently.
Syncretic is the qualitative insights partner global brands use to decode Mexico and South America. Ethnographies, focus groups, panels, interviews and strategic recruitment — under one LATAM partner.
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AI gives you the answer. It can't give you the LATAM context.
Quant tells you trial dropped 12 points. Generic global research tells you it's "cultural." Neither tells you what to do about it. We do.
Without us
- Generic LATAM panels that flatten Mexico, Brazil and Argentina
- Translators, not moderators — meaning gets lost
- Reports bloated with jargon, missing the actionable insight
- Recycled participants who say what they think you want to hear
- Launches that test well in quant and underperform in market
With us
- In-country moderators, in-language, in-culture
- 4-step participant verification — real consumers, never recycled
- Insights as strategic narrative, not 80-page jargon decks
- Direct line to the why behind your dashboards
- Recommendations your CMO can act on Monday morning
Six steps. One partner. No vendors stitched together.
We don't run a template study. Each project is designed end-to-end around your strategic question — and we own every step of the pipeline so nothing gets lost in handoffs.
Listening
We start by understanding your questions, challenges and goals — not selling you a method.
Methodology
Custom design tailored to your context — the right tool for the right question.
Recruitment
Real participants via our 4-step verification. No professional respondents.
Preparation
Pre-tasks that get participants into the right mindset before fieldwork begins.
Fieldwork
In-market, in-culture sessions — observed live from your digital backroom.
Analysis
Concise, insight-rich reports that translate the why into action.
The right tool for your strategic question.
Six qualitative methodologies, mixed and matched. Whether you need a deep cultural read or a fast concept validation, the design fits the question — not the other way around.
Inside everyday life
POV videos, consumption diaries, in-home observation. Captures what people actually do — not what they say they do in a survey.
Real-time idea sparking
Designed experiences that surface tensions and opportunities through structured group dynamics. Pre-tasks ensure participants arrive primed.
Co-creation at distance
Small group sessions with live digital backroom — you observe, ask probes in real time, and hear truths your reports could never convey.
One-on-one, no filters
The depth group settings can't reach. Participants open up, go further, and reveal what truly drives or holds back behavior.
3–5 days of context
Chat-based, agile, asynchronous. Participants respond with text, images and videos — habits and perceptions unfold with time and nuance.
The right voices only
The most crucial step. Precision profiling, curated database, initial screening, second validation. Garbage in is garbage out — we filter ruthlessly.
Three briefs. Three LATAM unlocks.
A pride campaign that missed the mark with teens — and how qualitative saved it.
The insight
The solemn tone of the campaign clashed directly with the vibrant, playful, and down-to-earth spirit that young people actually associated with the brand. What was framed as national pride came across as distant and out of touch.
What we delivered
An emotional narrative platform where street humor, cheekiness, and spontaneous joy replaced performative patriotism. Four strategic territories gave the brand clear direction for messaging that felt genuinely Mexican — not aspirationally so.
Outcome
A new conceptual platform with a truly Mexican soul — one that didn't just talk about identity, but embodied it through everyday experiences as an emotional truth.
Healthy convenience that missed the mark
A global food company needed to validate a new line of air fryer snacks targeting health-conscious consumers. Phase 1 interviews flagged low enthusiasm. Phase 2 ethnographic fieldwork revealed why: the product concept didn't map to how people actually cook. We redefined the strategy around more relevant benefits and channels — turning a near-miss into a launch-ready brief.
Low price, low excitement — high potential
A British confectionery brand wanted to unlock the "low spend" teen candy segment, but low pricing was triggering rejection. Anthropological observation revealed that accessible products serve deep social and emotional roles for teens — easy to share, linked to everyday after-school rituals. We reframed the product from "cheap mini version" to a tailored offering with genuine everyday value.
Three reasons brand teams come back.
There are bigger global research firms. There are cheaper local ones. Here's why insights leaders serious about LATAM choose us.
Cultural translator, not vendor
We don't drop a deck and disappear. We translate consumer culture so your team can build strategy on it — and we stay close enough to keep translating as the market shifts.
Full pipeline under one roof
Listen, design, recruit, prepare, run fieldwork, analyze. One partner for all six steps means nothing gets lost in handoffs — and your timelines compress.
20 years LATAM, only LATAM
We don't dabble. We've run qualitative across 12 countries in 3 languages for global brands — Pepsi, Oreo, Gatorade, OXXO. That's our entire story, and our entire roster of moderators.
Questions insights leaders ask before booking.
How do you complement our existing global research partner?+
Do you do quantitative research too?+
Which LATAM markets do you operate in?+
What does it cost?+
How fast can you start?+
Can my team observe sessions live?+
Have a LATAM question quant can't answer?
Book 30 minutes. No deck. We'll listen, ask 3 questions, and tell you whether we're a fit. If we're not, we'll point you to who is.
Schedule a Discovery Call
Direct link to Sofía's calendar. Same-week slots usually available.
Schedule a Discovery Call →Got it. We'll be in touch within one business day.