Stop deciding on instinct. Start deciding on evidence.
We diagnose your marketing problem first. Then we design and run the research that solves it, led by a senior researcher from start to finish.
Other (27 sectors): 120 studies
Source: GCR Studies Ledger, 2009–2026
LATAM local partner network Worldwide digital reach Based in Colombia
The way we work
We diagnose first. Then we design the research your decision needs, which is rarely the biggest one.
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Diagnose
We start with your decision and work out what a confident answer needs.
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Design
We design the study (qual, quant or mixed) to fit your budget and timing.
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Field
We run the fieldwork ourselves, in the market and in the local language, with our own quality control.
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Decode
We turn the data into what it means for your decision and what to do next.
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Decide
You act with confidence and lower risk, and we stay available for what comes next.
Brands we've delivered research for
18 years · 33 sectors · fieldwork across 15+ cities in Colombia and LATAM
- 339
- studies delivered
- 18
- years in the field
- 33
- sectors
- 111,736
- respondents
Three kinds of research, designed together
Most decisions need more than one kind of evidence. We tell you which ones yours needs.
Generative Research
Discover what your customers actually need.
- Exploratory research
- Concept and product testing
- Brand perception and positioning
- Customer journey
- UX and usability
Competitive Research
Understand your market with confident insights and data.
- Customer experience
- Market & competitive intelligence
- Product & concept
- Brand Diagnostic Model
- Pricing
AI & Automation
Research that takes less time and costs less.
- AI readiness audit
- AI governance
- AI-accelerated research
- Data integrity & verification
- AI visibility
What does it cost to be wrong?
A repositioned brand that misses. A product launched at the wrong price. A market entered on a hunch. Those decisions get made either way. What changes is whether they rest on evidence.
Research is the cheapest part of a big decision. It tells you whether the rest of the budget is about to work.
We right-size it. If your decision needs twelve interviews and not a national survey, that is what we will tell you, and that is what we will run.
Tell us the decision you're facing
Why GCR
What a boutique gets right that a network doesn't
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Senior-led, no junior hand-off
The senior researcher who diagnoses your problem runs your project from start to finish. The people in the pitch are the people who do the work.
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Diagnosis-led, not order-taking
We diagnose your marketing problem before we recommend a study, and size the research to your budget and timing.
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A reliable LATAM insider
We work in the local language and market across Latin America, and online worldwide when you need it.
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Insight, not data dumps
We tell you what the numbers mean for your decision and what to do about it.
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Right-sized speed
A project sized to your decision costs less and answers sooner.
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AI-accelerated, human-led
AI does the heavy lifting, so projects cost less and move faster. Our researchers do the thinking.
18 years of fieldwork, in numbers
- 32,877 interviews on FMCG consumer habits across 40 studies, including a face-to-face tracker every year since 2016
- 5,000 psychologists surveyed on salaries and professional expectations
- 3,200 in-home interviews on yogurt habits across Colombia's main cities
- 2,297 interviews evaluating cola brand price and pack
- 2,000 households measuring post-conflict conditions across 11 municipalities in Meta
- 1,650 drivers surveyed on post-sale car services in 15 cities, twice, three years apart
- 1,500 CATI interviews a month on satellite TV service quality, for two years
- 1,200 laptop users on brand perception
- 1,170 homes on laundry and clothing care
- 200 ophthalmologists sizing a treatment market
- 38 mystery shoppers auditing 38 bank branches across 12 cities, monthly
Every figure comes from the GCR studies ledger.
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Health & Pharma -
FMCG -
Television -
Banking -
Beverages -
Education -
Automotive -
Nutrition -
Sportswear
- 229
- quantitative studies
- 110
- qualitative studies
- 180
- tracking programs
Source: GCR Studies Ledger, 2009–2026
See the full studies ledgerIn their words
What clients say
“GCR assisted our search for a Mothercare Franchise partner in Colombia, they understood the brief clearly and found a strong list of potential partners one of whom we signed with. GCR works quickly and effectively and has strong knowledge of and contacts in the Colombian Retail sector.”
“I highly recommend GCR for insight projects in Colombia. We partnered for a recent qualitative study across Medellin and Bogota and were very pleased with all aspects of project delivery, moderation, local insight and communication with our team in the UK.”
View more testimonials (6)
“IVC contracted GCR to perform a study on the Colombian veterinarian pharma market for a customer of ours interested in defining its entry strategy. GCR's performance was highly professional and on level of our requirements. Although availability of public information was limited, GCR has shown a great deal of creativity and a wide contact base to get to the relevant sources. We can recommend GCR as a 100% integer, always friendly and highly motivated Market Intelligence Consultant Company. They deliver 1st class results worth the fees!”
“I worked with GCR as part of a Global project. One of the challenges is always to attain global excellence and consistency across markets and languages. GCR did an outstanding job to ensure excellent service and facilitation all the way through, making the right recommendations based on a profound knowledge of the market and its consumers. A partnership I will continue to build for future work in the region and a great connection to make.”
“As a client, it has been a pleasure to work with GCR. They have been efficient in the way they conducted market researches for us and highly reactive when an issue came up. They are very committed to their clients.”
“I'm pleased to work with GCR in Colombia — we have had a global study where we used their services. From the first communication with them and their team, their response was super fast, cost was fair, quality was satisfactory, and our client was satisfied for the insights obtained through this research. Indeed, GCR helped us within tight timelines, they were flexible with all requirements and last minute changes from our client — it was hassle free, plus high quality.”
“GCR is a proactive, sincere, easy to work with, and result oriented team. They willingly exchange information and ideas, go out of their way to share credit for successes with co-workers, and consistently find ways to achieve excellent results. GCR believes in building long-term relations and knows very well how to sustain them.”
“GCR helped me to develop a good understanding of the Colombian and Venezuelan retail sector and acted as a knowledgeable guide through potential companies that could be development partners. They persuaded target companies to meet to discuss business partnerships and assisted in the negotiations.”
Questions we get
What does GCR do?
GCR is a boutique market research firm based in Medellín, Colombia. We run qualitative and quantitative studies (interviews, focus groups, surveys, tracking and market intelligence) for organizations making decisions about Latin and North American markets. Since 2009 we have delivered 339 studies across 33 sectors.
Where do you run fieldwork?
Across Latin and North America, with more than 15 cities in the record. Colombia is our home market and where we have done the most fieldwork, and the ledger covers the wider region. The organizations that commission the work are headquartered around the world, so a client's country and the country where its fieldwork runs are often different.
Do you work in English, Spanish and Portuguese?
Yes. Fieldwork runs in the language of the market being studied, and we deliver findings in English, Spanish or Portuguese, written by the researchers who worked on the study.
What makes GCR different from a large research network?
Senior people do the work. The senior researcher who diagnoses your problem designs the study, oversees the fieldwork and presents the findings, with no hand-off to a junior team once the project is won. We also start with the decision you are facing instead of the method you asked for, and that often leads to a smaller, cheaper study than you expected.
What research methods do you use?
Qualitative: in-depth interviews, focus groups, ethnography and digital discovery. Quantitative: face-to-face, telephone (CATI) and online (CAWI) surveys, plus central location tests, mystery shopper and desk research. The decision you are making determines which one we use. All fieldwork follows the ICC/ESOMAR International Code on market, opinion and social research (GCR holds an ESOMAR individual membership). The code covers how participants are recruited, what they are told, how their data is handled and what may be published.
How does an engagement start?
With a diagnosis call, before any proposal exists. A senior researcher works through the decision you have to make and what a confident answer would require. The call is free and you don't have to run a study. If we think you already know enough to decide, we will say so.
Ready to make a confident decision?
Tell us the decision you're facing and a senior researcher will help you diagnose it.
