Our Methods

Our techniques keep brands moving forward.
Our point-of-view sets us apart.

We draw from a range of dynamic techniques, planning frameworks and our diverse cultural expertise for meaningful learning.

Types of Research

The consumer learning can take place within one dynamic step or journey across multiple phases.

When the brand or product needs fresh territory…

  • Exploratory Consumer Research
  • Consumer Segmentation
  • Consumer Journey Research

When you need to identify the most promising path forward…

  • Brand Positioning Research
  • Jobs to Be Done

When the idea needs to be sharpened or get even bigger…

  • Consumer Co-Creation
  • Big Idea Research
  • Product Concept Research
  • Prototype & Product In-Home Testing


We weave the tried-and-true together with innovative tools to get to the heart of consumers, the issue, and the opportunity.

  • In-Person Group Sessions
  • Online Webcam Discussions
  • Mobile Journaling
  • Qualitative Immersions
  • Product Sampling
  • Quantitative Surveys
  • Bulletin Boards
  • Shopping Safari
  • Stakeholder Interviews
  • Consumer Landscape Analysis

Planner Mindset

We draw upon nearly 20 years of consumer research and account planning experience to help brands crack the code with consumers.

¿Hablas Inglés? Spanish? Live in a blend of worlds? Nosotros también.



Gen Z



Gen X


Our custom workshops bring teams together to leverage the research for strategic needs. We can bring the workshop to you, host online, or arrange to host your group in a space that inspires fresh thinking.

  • Jobs to Be Done Identification
  • Consumer Target
  • Insight Definition
  • Benefit Territory Development
  • Brand Positioning
  • Brand Vision 
  • Marketing and Research 
Tool Development


Ever get that bland, “I’m reading a cookie-cutter document” feeling from a typical research report?

We bring reports to life with crisp headlines and visual representations of the findings to help teams internalize the learning. Our aim is to create reports and frameworks you remember, use and revisit whenever you need a burst of inspiration and guidance about your consumer.


  • Jobs to Be Done Consumer Journey
  • Target Mindset Books
  • Brand Planning Frameworks
  • Consumer Segmentation Videos

Schedule a Consultation

We meet brands where they are,
to get them where they want to go.


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