Racional & Emocional

About Racional & Emocional

Racional & Emocional (R&E) is a Mexico-based market research and strategic insights consultancy founded in 2005, with 20 years of proven experience delivering actionable consumer and stakeholder understanding for decision-making.||We regularly support international research agencies and consultancies as a local/white-label execution partner in Mexico—covering everything from design support and operational planning to recruitment, logistics, fieldwork delivery, and agency-ready outputs. Our team has consistently delivered projects for partners from the US, UK, Germany, France, Singapore, China, Brazil, Colombia, Argentina, and other markets.||Sector expertise|R&E has solid experience across multiple industries, including:|Pharmaceutical & Healthcare|FMCG / Consumer Packaged Goods (CPG)|Retail|Financial Services|Technology|Services|Education|Other categories as required||Core capabilities|1) Qualitative & Human-Centered Research (in-person and online)|Focus groups (in-person and online)|In-depth interviews, executive interviews, and ethnography|Digital communities / bulletin boards and diary studies|Projective techniques and motivational/emotional exploration||2) Quantitative Research & Measurement|In-person fieldwork (door-to-door, in-store/intercepts, on-site)|Telephone interviewing (CATI)|Central Location Tests (CLT) / hall tests and controlled venue-based studies|Online surveys (CAWI)||3) End-to-End Execution & Agency-Friendly Delivery|We provide strong operational execution and quality control, including:|Targeted respondent recruitment (B2C, B2B, professionals, executives)|Logistics, scheduling, on-the-ground coordination, and supervision|Bilingual moderation/interviewing (Spanish/English)|Transcription and translation (ES↔EN)|Toplines, synthesis, and reporting support as needed||Coverage & scalability|R&E is a versatile team that can scale quickly by adding senior specialists and trusted partners to deliver studies in any city across Mexico. When required, we can extend execution across Latin America through regional coordination and partnerships.||Standards & approach|We operate with methodological rigor and a strong focus on business impact—translating evidence into clear implications for strategy, communication, customer experience, and activation. We adhere to robust quality and ethical standards aligned with industry best practices (ESOMAR) and client-specific requirements.||Languages: Spanish / English|Collaboration models: Local partner / white-label, extended team, end-to-end delivery, or modular support