Mexico

Overview

Brain Research

Brand Investigation S.A. de C. V., better known as BRAIN, was founded in 1998 and since then we grew to become the biggest local market research company in Mexico competing head to head with the global agencies.

As a company we offer highly experienced client service staff to be involved in all projects. This ensures and guarantees high quality research solutions. We are experts in both qualitative (focus-groups, in-depth interviews, workshops, accompanied shops and B2B) and quantitative research (online, CATI, CAPI, face-to-face, central location, mystery shopping and B2B) with accordance to ESOMAR guidelines and quality standards. We have our own independent data processing team to ensure quality data to be sent to client timely. With that clients that can rest assured that deadline and specifications will be met. (SPSS, Quantum,).

Over the years Brain had developed vast experience covering FMCG and Retail markets, Automotive, Banking/Finance, Health/Pharmaceutical and Telco among other areas. Our client list includes many of the Fortune 500 companies and we conduct for them not only local but also coordinate regional and global projects.

Some of Brain´s highlights are:

  • First market research company in Latin America certifying ISO 9000
  • First company in Mexico introducing tablets and palms to capture interviews (currently we have around 150 tablets on field)
  • First company using cell phones to capture interviews
  • 130 full time employees + 78 CATI positions and around 400 interviewers constantly on field

Interesting facts

Population

The poverty percentage in Mexico has decreased and the middle class increased.
Based on the 2000 census, Mexico had a population of 97.483,412 and 112.336,538 in 2010. In 2000 7.2% of the inhabitants were considered as wealthiest, while in 2010 these same inhabitants made up to 6.8%.

Lowest income population represented 50% of the inhabitants for 2000, they decreased down to 44.9% in 2010, which means a 5.1% less; middle class represented 42.8% in 2000 and in 2010 they became a 48.3%, which means a 5.5% increase.

Methodologies

Ethnographic techniques are increasing, clients are very interested in getting consumers insights while they interact with products.

Innovation processes are still interesting for clients.

Digital research has low penetration, as the connectivity is limited among the general population, but clients are very interested in this approache.

Digital Consumption

40.6 millions Internet users in 2011, during 2011 the average connection time was 4hr 9 minutes (47 minutes more tan2011). 9 of every 10 Internet users have a social network account; 46% of social networks users follow well known brands, 5% of brand followers seek for special offers. General population still connect to Internet through PC and laptops, even though Internet navigation through Smartphones went from 26% in 2010 to 58% in 2011.

Health

Obesity is the biggest public health problem, still the population has not change their habits. Heart diseases and diabetes are co related health problems that affect Mexicans. 70 millions obese or overweight Mexicans. There are 4 million kids between 5 and 11 years old who are obese or overweight. 5 million teenagers are obese or overweight.