Insight beyond evident

Behavioral science + applied statistics to discover thewhys

We are Alpha & Beta, a different market research firm that combines psychology, human behavior and statistical models to accelerate product innovation, strengthen brands and deeply understand the consumer.

Coverage

Quantitative and qualitative methodologies

Service

Close treatment and agile times

Location

Arquímedes 130, Polanco, CDMX

About Us

Deep research for compelling business decisions

We don't just stop at the 'what'. We dig into the 'why' to reveal emotional motivators, barriers and change triggers that become strategic tools for our clients. Our service philosophy is based on close and transparent collaborations that drive the commercial success of each project.

"We apply science and empathy to translate the consumer's voice into competitive advantage."

Methodology

Human + Data

We design complex evaluations combining specialized field teams, sensory facilities and technological tools that ensure precision and agility.

Alpha & Beta Culture

Human pillars

Values in action

Absolute respect

Respect for everything and everyone guides each interaction.

Empathy and adaptation

We move at the pace of each client to find relevant solutions.

Comprehensive inclusion

We build teams and processes open to multiple perspectives.

Reciprocity and gratitude

We grow by sharing value with clients and collaborators.

Corporate ethicsAbsolute qualityConfidentiality and trustLoyaltyInnovation and curiosityHonesty and transparencyRespect and non-discriminationSocial responsibilityEmpathyGratitude and reciprocity

Competitive advantages

Resilient processes to accelerate results

Each KPI feeds a historical database that allows us to establish performance standards and adjust execution in real time.

20+ years01

Interdisciplinary experience

Senior team with more than two decades in market research and more than 10 years working together.

Predictive02

Strategic approach

We mix descriptive indicators with predictive statistics for quantitative and qualitative decisions.

Living standards03

Historical and benchmarking

We accumulate KPIs per client to build optimal performance standards and continuous learning.

Lean04

Competitive prices

We optimize each project to maximize the budget without compromising quality or methodological rigor.

48 hours05

Agile times

Delivery of key summaries 48 hours after the last interview thanks to refined processes.

Hybrid operation06

Advanced infrastructure

Field team specialized in a wide variety of methodologies and complex evaluation designs. Specialized facilities and advanced technological tools.

Sensory + Consumer07

Innovation for R&D

We integrate sensory profiling with consumer insights to drive early development.

Sector coverage

Industries where we add value

We know consumption dynamics, regulations and cultural contexts for different verticals.

Fast foodPackaged foodsBottled beveragesBeersFlavoristsPerfumersDairy and yogurtSweet and salty snacksFast foodPackaged foodsBottled beveragesBeersFlavoristsPerfumersDairy and yogurtSweet and salty snacks

Home carePersonal care and cosmeticsOral carePharmaceuticalAeronauticsBanking and financial servicesInsuranceHome carePersonal care and cosmeticsOral carePharmaceuticalAeronauticsBanking and financial servicesInsurance