We are passionate about understanding what moves people: : What they feel,
what they want, what they think, and how they act.
In our work, Empathy is the Key.
We are the leading agency in Market Research
and Public Opinion
We are passionate about understanding what moves people: : What they feel,
what they want, what they think, and how they act.
In our work, Empathy is the Key.
We find Insights*
to give you a competitive edge
We are experts in discovering deeply human
realities on which to base decisions and take effective action in marketing, branding and communication.
Our goal: ¡Connect people to people! !
We put ourselves in our customers’ shoes and in the shoes of the people they
are targeting to find win-win formulas
for everyone: for your brand,
your consumer, your audience, your project, your society,
your planet.
*An insight is a deep, fresh understanding of a profoundly human reality on which you may
build an authentic
relationships with people,
based on emotional,
functional, and self-expression connections.
Listen to people.
Attracts minds.
Conquer hearts.
Know your consumers.
Connect with your audience.
Convince citizens.
Decide with certainty.
Grow your business.
Anticipate risks.
Take advantage of opportunities.
We find Insights*
to give you a competitive edge
Experts in discovering deeply human realities that will support effective decisions and actions in marketing, branding and communication.
Our goal: ¡Connect people to people! !
We put ourselves in the shoes of our clients and the people they are targeting to find win-win formulas: your brand, your consumer, your audience, your project, your society, your planet.
*An insight is a deep, fresh understanding of a profoundly human reality on which you can build an authentic relationship with people, based emotional, functional and self-expressive bonds.
Listen to people.
Attracts minds.
Conquer hearts.
Know your consumers.
Connect with your audience.
Convince citizens.
Decide with certainty.
Grow your business.
Anticipate risks.
Take advantage of opportunities.
Services
We conduct qualitative and quantitative studies in the following fields:
Method
In order to understand the world, society and people, methodological imagination is our hallmark.
hallmark. We use qualitative research techniques to understand and quantitative to measure.
This is our method:
Context: We frame in the relevant contexts where the business / brand / project moves to take into account social, cultural, economic and political trends, as well as the position of our competitors.
Models of Analysis
and Interpretation
We delve into people's reactions, emotions, behaviors and values.
Proprietary tools
research tools
With methodological imagination we have created customized tools to give our clients actionable insights.
Experience
For more than 25 years we have been allied with companies, media and public organizations to achieve their branding, marketing, communication, user experience and customer satisfaction objectives.
To all our customers, we thank you for your trust.
For more than 25 years we have been allied with companies, media and public organizations to achieve their branding, marketing, communication, user experience and customer satisfaction objectives.
To all our customers, we thank you for your trust.
Partners
LEXIA is managed by 5 passionate professionals with great trajectory, prestige and recognition.
Guido Lara
Qualitative research and strategic communications consultant. Based in Washington DC and Mexico City. With more than 30 years of experience, he has directed hundreds of projects: presidential campaigns, content analysis, public policy evaluation, brand positioning and advertising message design. He was the leader and responsible for the creation of the Mexico brand.
He holds a PhDsummacum laude from the Complutense University of Madrid in Communication Theory and Social Research Methods.
He has been a professor at the master's degree and diploma level at the Universidad Iberoamericana, UP, ITAM and Georgetown University. He is a member of the Board of Directors of the Market Research Institute International.
Together with Adriana Arizpe, he published the book Comunicación Política y Democracia and has co-directed the series of studies Sueños y Aspiraciones de los Mexicanos in NEXOS magazine.
You can follow him at X @guidolara and in his regular collaborations in Animal político and El Financiero (newspaper and TV).
Laura Velamazán
Consultant in market research and public opinion. Passionate about arts and culture.
With 20 years of experience, she has conducted interesting studies on communication, satisfaction, user experience, etc. in various categories, focusing her expertise on the financial world.
She is Coordinator of the Communication Committee of AMAI (Mexican Association of Market and Opinion Intelligence Agencies); and second vice-president of AVE (Alliance for the Strategic Value of Brands).
She has been a consultant for the Marketing Committee of the Communication Council and has participated as a speaker in important forums such as Insights Innovation Exchange (Lima), Talkin Latam or AMAI Workshops. She has been a member of the jury for EFFIE Mexico on more than 5 occasions.
She holds a degree in Information Sciences from the Complutense University of Madrid; Master in Audiovisual Communication from the Jean Moulin-Lyon III University in Lyon, France; as well as in Latin American Studies from the Autonomous University of Mexico (UNAM).
Follow her on X @laulexia and Instagram @lauravelamazán
Aline Ross
Communicologist, consultant in qualitative research and public opinion. Feminist, passionate about social issues. In her 23 years of experience she has traveled the country talking to people and understanding how they live. Her expertise is focused on evaluation of political communication, social communication, electoral and governmental strategy, evaluation of social programs and gender issues.
She has been a speaker at different forums such as Ecosoc at the UN, the first LLYC/ Merca 2.0 Communication Trends Forum, AW LATAM, the third IDB International Base Forum and the Women Leaders Summit. She was a consultant in the Content Advisory Committee for the renovation of Papalote Museo del Niño.
She graduated from the Universidad del Valle de México with a degree in Communication Sciences and has participated in courses and seminars on leadership, discourse analysis, audience analysis, semiotics and segmentation. She was awarded as Government Strategist of the Year at Reed Latino 2019.
Follow her on X @Alinerossg.
Karina Vega
Consultant in qualitative and prospective research. With more than 15 years of experience, she has carried out a wide range of projects and generated branding, marketing and communication strategies for multiple Mexican and global clients.
She has built a deep expertise in different categories such as retail, hygiene, beauty and food.
She was president of the Business Intelligence Committee at IAB and has participated as speaker in forums such as Insights Innovation Exchange (Medellin), Conexión LATAM, IAB Conecta, Havas, among others.
Co-author of the article Reimagining Lotería: Participatory Futures and Cultural Renewal in Mexico published in the Journal of Future Studies in 2024.
She has a Bachelor's Degree in Communication and a Master's Degree in Digital Governance. She has a Specialization in Design of Tomorrow, Diploma in Interactive Marketing and Public Opinion. She has completed programs in Digital Transformation, Women in Leadership, Creative Skills and Problem Solving.
You can follow her on X as @karinaVegaP
Rosario Zavala
Qualitative research consultant and communication advisor based on human insights. Marketer by profession, personologist at heart.
She has more than 15 years of experience, in which she has directed diverse projects: exploration and innovation for mass consumption, retail and finance categories; design and evaluation of advertising messages. She led the first study on Mexican Women and their Signs of Beauty.
Active member of the Equality and Inclusion Committee at AVE (Alliance for the Strategic Value of Brands) since 2021 and was Coordinator of the Equality Committee at AMAI (2019-2020).
She has participated as a Speaker in important international forums such as Insights Innovation Exchange (Medellin), Advertising Week(New York) and has been invited as a Jury for EFFIE Mexico.
Graduated from Tec de Monterrey with a Bachelor's Degree in Marketing, graduated with Honorable Mention and Testimonial of High Academic Performance by CENEVAL. She had a stay at Southern Illinois University. Diploma in Financial Education and Innovation.
Follow her on X @RosarioZavalaR.
Multidisciplinary vision that includes
communicologists, marketers, psychologists, anthropologists, statisticians, sociologists, sociologists, psychologists,
anthropologists, statisticians, sociologists,
administrators, engineers and designers.
Multidisciplinary vision that includes
communicologists, marketers, psychologists,
anthropologists, statisticians, sociologists,
administrators, engineers and designers.
Our voice
We want to contribute to creating a better society through dialogue and collaboration. We are committed to building a better industry, a better society and a better country. We have a permanent presence in the media, social networks, industry events, conferences and universities.
Vision and international
international
From our offices in Mexico City and Washington D.C.
in Washington D.C. plus our network of strategic allies in Latin America, we carry out any type of project in the American continent.
Coverage that extends to the world because we are
Mexico's representatives in IRIS www.irisnetwork.orgthe largest network of independent research agencies in the world.
Washington D.C.
Mexico City
Latin America
Quality assurance
LEXIA® Host
Ensuring that people meet the profile of interest to participate in studies is essential to achieve reliable results. Hardly anyone in the competition has an in-house team - not outsourced - to ensure that this happens.
Insights Bank
Information on the market, categories and trends
and trends, and about
people as consumers, audiences
consumers, audiences and citizens
and citizens built over thousands of projects. Enriched with exclusive subscriptions and use of Artificial Intelligence resources.
Quality certificate
We are certified in
ISO 9001:2015
ISO 20252:2019
*In qualitative methodologies
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