English 
Market intelligence to uncover powerful market truths that guide decisions and shape our clients’ strategies
Creating Real Impact
in business.
Integrating Methodologies
for a competitive perspective.
Supporting the Growth
of leading brands.
In Mexico in the
AMAI Ranking
In trust, flexibility and close client relationships
What Defines Us, What Drives Us
- Methodological rigor: robust processes that ensure quality at every stage of the study.
- Flawless execution: adherence to proprietary and industry standards (ISO, AMAI, ESOMAR).
- Senior-led model: our Directors are actively involved in every project.
- Ideation: we develop innovative solutions with the optimal value-cost balance, without compromising rigor.
- Tailored solutions: we combine methodologies and expertise to address each challenge.
- Total adaptability: we adjust approaches, timelines and scope to maximize value, co-creating with our clients.
- Strategic partners: we build long-term relationships and deep business knowledge.
- Results-driven approach: we focus research on key business decisions (portfolio, pricing, experience and brand).
We design tailored solutions to address key business questions, integrating methodologies with rigor and excellence in execution
Market Understanding |
Discover where to grow
We identify growth opportunities by analyzing the market, consumers, and competitive landscape to determine where to compete, how to differentiate, and how to drive profitable growth.
Innovation |
Develop innovations with a greater likelihood of success
We support the entire innovation process, from idea generation through concept validation, ensuring that every initiative addresses real market needs.
Product, Pricing and Portfolio Optimization | Maximize the value of your offering
We evaluate the usage experience and perceived value to answer questions such as:
Shopper and Point of Purchase |
Win at the moment of purchase
We analyze how people search, compare, choose and buy to optimize the shopping experience and maximize category and brand performance.
Brand and Communication |
Build stronger brands and more effective communications
We measure brand health, identify positioning opportunities and optimize campaigns to ensure every communication investment delivers the greatest possible impact.
Experience and Loyalty |
Turn experience into growth
We identify the drivers of satisfaction, recommendation and repurchase to turn experience into a sustainable competitive advantage.
Five decades driving the evolution
of market research in Mexico
Each decade has brought new methodologies to address increasingly complex business questions. Rather than replacing one another, these tools have complemented each other, expanding our ability to understand consumers, shoppers, brands and markets.
Since its founding in 1974, GDV has supported—and in many cases anticipated—this evolution.
Explore the history
of market research in Mexico
of market research in Mexico
In the world of research
How did GDVgroup evolve?
Understanding consumers through traditional research
- Face-to-face surveys using paper and pencil
- Focus groups to explore perceptions and motivations
G. de Villa y Asociados is born
Founded by Gregorio de Villa Noriega, former P&G Research Director, offering quantitative and qualitative research under the highest standards of quality and professional ethics.
Data begins to become knowledge
- Descriptive studies of habits, usage and satisfaction
- Product and service evaluations
Technology strengthens analysis
The adoption of computers made it possible to apply increasingly sophisticated statistical techniques and multivariate analyses.
Brands begin to be measured strategically
- Brand Health Trackers
- Brand Drivers
- Models to understand the impact of marketing variables on sales
- AMAI (Mexican Association of Market Research Agencies) is founded
AMAI members since 1993
GDV joins the international Burke and BASES network, incorporating world-class methodologies.
From consumer to shopper
- Shopper studies
- Customer Journey
- Shopping Experience
Helping brands win at the point of sale
We developed solutions that helped our clients build and sustain retail leadership through a deep understanding of shopper behavior.
Understanding what people do, feel and do not always express
- Redes sociales
- Biometría
- Eye Tracking
- Neurociencia aplicada
Beyond what people say
We incorporated biometric technologies to understand real reactions to products, communications and experiences.
We mine social media and online content to identify and understand trends.
Artificial Intelligence transforms the speed and depth of analysis
- Predictive AI
- Automation
- Integration of multiple data sources
Smarter Research
We integrate Artificial Intelligence to accelerate processes, enrich analysis and anticipate market behavior without losing the strategic judgment that defines our consultants.
For five decades, each new methodology has built on those that came before. Today, we combine quantitative and qualitative research, shopper insights, advanced analytics, biometrics and Artificial Intelligence to address increasingly complex business questions.
Cinco décadas impulsando la evolución de la investigación de mercados en México
Cada década ha traído nuevas metodologías para responder preguntas de negocio cada vez más complejas. Más que reemplazarse, las herramientas se han complementado para ampliar nuestra capacidad de entender consumidores, compradores, marcas y mercados.
Desde su fundación en 1974, GDV ha acompañado y en muchos casos anticipado esa evolución.
Durante cinco décadas, cada nueva metodología se ha sumado a las anteriores. Hoy combinamos investigación cuantitativa, cualitativa, shopper, analítica avanzada, biometría e Inteligencia Artificial para responder preguntas de negocio cada vez más complejas.
Gregorio De Villa
More than 30 years of experience in research applied to business, markets and public opinion. He has supported companies across multiple industries in strategic decision-making and in building high-performance, results-driven teams. Educated at ITESM, IPADE, Kellogg and MIT Sloan. Former President of AMAI (2021–2022).
Alejandra Valero
Former global Market Research leader at P&G (LatAm and Asia). Specialist in shopper insights and behavioral insights that drive brand and category growth. Expert in actionable methodologies, volumetric studies and behavioral economics approaches.
Rodrigo Jiménez
Social anthropologist specializing in consumer behavior. He integrates cultural and social perspectives to uncover deep motivations and generate high-value insights. Experience across FMCG, healthcare, B2B and social impact research, with particular expertise in segmentation.
Eduardo Aguilar
Consultant focused on the strategic execution of research projects. He excels at optimizing processes and ensuring quality. He partners with clients throughout effective study implementation, ensuring value at every stage of the process.
Claudia Pardo
Specialist in advanced analytics and statistical modeling. She transforms complex data into clear strategic direction, combining technical rigor with business understanding. Expert in multivariate, inferential and predictive models applied to decision-making.
Mónica Rojo
Over 20 years of experience in market research, leading quantitative and qualitative projects across a wide range of industries. Specializes in research design, segmentation, and the development of innovative methodologies that turn insights into business decisions. Holds a PhD in Information Technology and Market Research and a Postdoctoral degree in Statistics and Market Research.
Lety Covarrubias
Over 30 years of experience spanning quantitative and qualitative research, account leadership, and quality management. A psychologist and certified Ontological Coach, she integrates multiple perspectives to build a deep understanding of consumers—what they say, what they reveal, and how they respond—combining quantitative and qualitative research with neuroscience. She partners with clients from defining their business challenges through the design of integrated research solutions.
Gregorio De Villa
Alejandra Valero
Rodrigo Jiménez
Eduardo Aguilar
Claudia Pardo
Infraestructura y tecnología
Capacidades que aseguran calidad, agilidad y profundidad en cada proyecto.
Capabilities that ensure quality, agility and depth in every project.
Artificial Intelligence to accelerate analysis and deepen insights
Advanced technologies: Eye Tracking and Neuro
Proprietary consumer panel for fast, controlled access
National and international coverage: network of interviewers, auditors
and partners across Latin America, Europe and North America
Our Facilities
Let’s talk about your next business challenge.
Schedule a conversation with our team
Puebla 280, Piso 4, Col. Roma Norte, Alcaldía Cuauhtémoc, C.P. 06700, Ciudad de México.