Stop deciding on instinct. Start deciding on evidence.
We're a boutique research firm that diagnoses your marketing problem first — then designs and runs the right research to solve it. Senior-led, right-sized to your budget, built so you decide with confidence and less risk. Born in Colombia, based in Medellín, with worldwide digital reach.
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 right research — not the biggest one.
- Stage 1
Diagnose
We start with your decision, not a method — and pressure-test what a confident answer really needs.
- Stage 2
Design
We design the right study — qual, quant, or mixed — right-sized to your budget and timing.
- Stage 3
Field
We run the fieldwork ourselves, in-market and in-language, with real quality control.
- Stage 4
Decode
We translate the data into your decision: what it means, and what to do next.
- Stage 5
Decide
You act with confidence and lower risk — and we stay available for what comes next.
Brands we've delivered research for — directly and through partner agencies
18 years · 33 sectors · fieldwork across 15+ cities in Colombia and LATAM
- 337
- studies delivered
- 18
- years in the field
- 33
- sectors
- 110,915
- respondents
Why the name
What “Generative Competitive Research” means
Our name is our method.
Generative
Discover what your customers actually need.
Competitive
Understand your market with confident insights and data.
Research
The foundation under both: method, rigor, and evidence.
A note on “Generative”: in research, generative means exploratory — the discovery work that generates understanding of what people actually need, before anything gets measured. It is a decades-old methodological tradition, and it has nothing to do with generative AI. We use AI to accelerate the work. The method came first, and the thinking is still human.
Most decisions need more than one kind of evidence. We design across all three — and tell you which ones you actually need.
Three layers. One integrated practice.
Generative Research
Discover what your customers actually need.
- Interviews
- Ethnography
- Focus groups
- Digital discovery
- AI-enhanced qualitative analysis
Competitive Research
Understand your market with confident insights and data.
- Pricing
- Brand
- Concept testing
- Satisfaction & NPS
- Market & competitive intelligence
AI & Automation
Faster, deeper, more accessible research.
- AI-powered analysis
- Automated dashboards
- Social listening
- Voice of customer
- Predictive segmentation
Research as investment
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 — the only question is whether they get made on evidence.
Research is not an expense line. It is the cheapest part of a big decision: the part that 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
-
Senior-led, no junior hand-off
The senior researcher who diagnoses your problem is the one who runs your project — start to finish. Not an A-team pitch and a B-team delivery.
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Diagnosis-led, not order-taking
We diagnose your marketing problem before we recommend a study, then design the right research, right-sized to your budget and timing.
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A reliable LATAM insider
In-language, in-market, in-culture across Latin America — with worldwide digital reach when you need it.
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Insight, not data dumps
We translate the numbers into the decision: what it means, and what to do.
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Right-sized speed
Focused projects sized to your decision: lower cost, faster answers, less risk.
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AI-accelerated, human-led
Faster and more affordable, because AI does the heavy lifting and our researchers do the thinking.
Featured experience
18 years of fieldwork, in numbers
32,877 interviews on FMCG consumer habits across 40 studies — including a face-to-face tracker running 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, sustained 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.
This is what 18 years of doing the work actually looks like.
- 228
- quantitative studies
- 109
- qualitative studies
- 178
- tracking programs
Source: GCR Studies Ledger, 2009–2026
See the full studies ledgerIn their words
What clients say
“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.”
“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.”
“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.”
“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.”
“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.”
Ready to make a confident decision?
Tell us the decision you're facing. A senior researcher will help you diagnose it — no sales pitch.
