About Guia

guía is a strategic research and planning consultancy.

We believe that infusing creativity and warmth into research leads brands to a better place.

Let’s see the bigger picture together.

Meet Jennifer Abad

Founder

Jen is a strategic researcher, brand planner and multicultural expert all-in-one. For 15+ years, she has been making consumer insights actionable. How? By uncovering and translating consumer insights into meaningful, connective frameworks.

She believes that in research, there’s always a deeper reason for everything. And there’s always something new to learn. This belief drives her passion to give learning the respect that it deserves, and make it usable, actionable, and impactful.

We regularly tap into a curated network of like-minded recruiters, field and creative professionals to help realize the journey.

Testimonials

A Strategic Partner

“Jen is a fantastic strategic partner! She dives right in, quickly understanding your business and consumer challenges and ready to problem solve.”

- Global Consumer Insights Manager

Actionable Insights

“Guía has a guaranteed ability to uncover insights through research that have long-term application to our clients’ various communication efforts.”

- VP Client Services, Creative Agency

Leading with Empathy

“Jen/Guia leads every project with empathy and insight. She brought the entire team on an engaging journey of discovery of a new consumer and a large opportunity for the brand.”

- Strategic Consultant

Impactful Frameworks

“Her strategic aptitude has been instrumental in creating simple, yet impactful, frameworks and strategies that get used well beyond the scope of the project.”

- Global Consumer Insights Manager

Meaningful Findings

“Jen always delivers insights and implications that move the business in a meaningful way.”

- Insights & Strategy Consultant

Frame & Focus

“Guía consistently helps us frame and focus our direction moving forward.”

- CMO

Multicultural Expertise

“A gem for multicultural marketing and beyond.”

– Co-founder, Strategic Consultancy

Seamless Management

“My agency turns to Jen and her team time and again for their polished and seamless management of our projects from start to finish.”

– VP Client Services, Creative Agency

Creative Planning

“Jen and team were absolutely wonderful to work with in every way. Their professionalism, creativity, proactivity, and promptness at every step was so impressive. Highly recommend to any and everyone in need of creative planning to help their brands!”

– Head of Communications & Marketing
Fun Facts

Guía means guide in Spanish.

It rhymes with IKEA.
But with our boutique approach, you’ll never have to assemble anything.

We are methodology-agnostic.

Meaning we create the 
best approach to solve 
the problem.

Clients have called us:

- Adaptive
- Ridiculously efficient
- Thoughtful
- Sooo Refreshing