Keep scrolling down to learn more about AHZUL

01

07

We find inspiration in culture to advance the
way brands connect with consumers.

why?

Because we believe that research shouldn’t just inform... It should actually INSPIRE.

o

r

u

we
inform

we
provoke

we
inspire

Qualitative &
Quantitative

We do straight-forward market research well, but it’s not what makes us unique.

imagination

To spring-board
from “Inform” to
“Provoke” we tap
into this key value.

Storytelling
& Design

Interpretation, narratives, storytelling frameworks, & information design are at the core of what we do at AHZUL and what we are currently known for.

courage

To spring-board
from “Provoke” to
“Inspire” we tap
into this key value.

Strategy +
Motivated Action

This is our WHY WE DO WHAT WE DO – to not just inform and provoke, but to inspire our clients so that they in return are inspired to act – either to make brands more relevant to consumers, win market share, and/or enter new markets.

02

07

our ethos
& work

our
mission

to inspire permeates
everything we do.

From client & consumer interactions, to research methodologies &
deliverables, to thought
leadership POVs, to
self-sourced research
initiatives.

projects

We believe visualization plays a key role in making insights come to life.

03

07

o

clie

ur

nts

We attract clients who subscribe to the idea of inspired insight generation and who look for a partner to truly join them in that journey.

Our pursuit of inspiration has not been limited to any one industry, client type, consumer base, company size or geographic location. We simply love to take on work that allows us to put our manifesto into practice.

04

07

t

our
eam

A cast of characters that includes a former Northwestern attorney turned researcher, a previous big company VP who was lured into the independent shop world, a past Nestle insights manager, a Wharton School of Business grad, talented bicultural & bilingual moderators & analysts, and a team of designers that believe information can be beautiful.

In addition to our leadership, our team is comprised of a highly sophisticated group of professionals (some internal & some strategically-chosen partners), who share our mission to inspire & our passion to uncover insights. We choose the talent for each project to be a 'perfect fit' - to our clients' styles, needs & personalities.

cast of

characters

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Johana

Principal

Miguel

Principal

Stephen

Principal

Patricia

Vice President - Qualitative

Kata

Managing Director

Rebecca

Vice President - Quantitative

Lynn

Field Director

Carla

Account Director

Nick

Senior Director - Qualitative

Danielle

Senior Market Research Manager

Sebas

Vice President - Design

Alex

Market Research Manager

Paula

Market Research Manager

Alisha

Senior Quantitative Analyst

Maria

Quant Quality Ambassador

Carla

Quantitative Analyst

Caro

Quantitative Analyst

Christian

Quantitative Analyst

Natalia

Design Director

Andres

Motion Graphic Designer

Joann

Information Designer

Daniel

Information Designer

Alf

Accounting & Operations

Rosie

Executive Assistant

Tomas

Market Research Apprentice

05

07

our

serv

ices

We are a full-service, research- based consulting firm that provides services to brands who are looking to be culturally relevant to connect with consumers.

At Ahzul, we specialize in ad-hoc projects that are truly tailored to our clients' needs. We don't believe in pre- established, cookie-cutter, formulaic solutions. Because we get that each client is unique (and so is each project), we tailor our portfolio of services accordingly.

s

e

r

v

i

c

e

s

new product
innovation

brand
development

cultural
explorations

foundational
research

our
services

Click on the thumbnails for our services & areas of expertise.

communications development &
testing

pricing &
packaging

market
opportunity
assessments

usage & attitude
studies

1

2

3

4

visual

We use information design to help unearth and distill the most salient insights for maximum impact.

strategy

Be it in the form of an internal ideation session or a stakeholder in-person session, we focus on how the insights can inspire go-to-market strategies.

creative

Ahzul-led ideation sessions with exercises meant to use consumer insights as an inspiration input for creative development.

cultural

A Total Market approach developed for U.S. brands who are looking to strengthen their offerings & communications via cross-cultural inspiration.

isb

inspiration
spring-boarding™

o

q

ur

ual

  • Ethnographies

  • Shop-along & Dine-alongs

  • Affinity Groups

  • Friendship Sessions

  • Gallery Style Sessions

  • Party Groups

  • Online Platforms & Communities

  • Focus Groups

  • Dyads / Triads / Quads

  • One-on-Ones

  • Car Clinics (Moderation & Analysis)

  • Expert Interviews

  • Mock Shelf & Shopping Sessions

  • Interviews in Unique Settings

our
quant

  • U&A

  • Market Sizing

  • Segmentations

  • Brand Equity

  • Price & Demand Elasticity

  • Concept Testing

  • Ad Testing

  • Cart

  • Turf

  • Tracking

  • Qualistics™

06

07

POVs &

news

our

POVs

we think of
ourselves as
thought leaders...

and as a team, we strive to come up with relevant POVs that interest (and challenge) our clients.

At Ahzul, we love what we do. We are curious & passionate about people, culture & what that means for business.

And we become so invested in our work that we keep thinking about the implications way past project completion.

Furthering our mission to INSPIRE, our team continuously comes up with Points of View (POVs) on different subject matters & industries. Below are some of our more recent examples.

Language, culture & why sometimes people feel like they are having parallel conversations.

A discussion on the connections between culture & language, and what is considered persuasive in the Hispanic v. General market spaces.

(click on thumbnail to get downloadable pdf).

Our take on total market as a circuitry of inspiration.

Our POV on what Total Market is, what it is not, and how if done well, it can inspire bigger, better & more strategic insights.

(click on thumbnail to get downloadable pdf).

Understanding the impact of culture on an effective outreach.

A look at how Hispanics view the insurance category & what could have been done better in the introduction of Obamacare.

(click on thumbnail to get downloadable pdf).

news

07

07

contact

Chicago

Headquartered in CHICAGO, our team is as geographically as it is culturally diverse.

To get to know us better...

Call us at 312.860.3191
Drop us a line at hello@ahzul.com
Request a copy of our full
capabilities.

We find inspiration in culture to advance the way brands connect with consumers.

why?

Because we believe that research shouldn’t just inform... It should actually INSPIRE.

o

r

u

we
inform

Qualitative & Quantitative
We do straight-forward market research well, but it’s not what makes us unique.
imagination
To spring-board from “Inform” to “Provoke” we tap into this key value.

we
provoke

Storytelling & Design
Interpretation, narratives, storytelling frameworks, & information design are at the core of what we do at AHZUL and what we are currently known for.
courage
To spring-board from “Provoke” to “Inspire” we tap into this key value.

we
inspire

Strategy + Motivated Action
This is our WHY WE DO WHAT WE DO – to not just inform and provoke, but to inspire our clients so that they in return are inspired to act – either to make brands more relevant to consumers, win market share, and/or enter new markets.

our ethos
& work

our
mission

to inspire permeates
everything we do.

From client & consumer interactions, to research methodologies & deliverables, to thought leadership POVs, to self-sourced research initiatives.

projects

We believe visualization plays a key role in making insights come to life.
Performance Vehicle Conceptual Deep Dive
(Data omitted/changed due to proprietary reasons)
International Soccer Tournament Ad Performance
(Data omitted/changed due to proprietary reasons)
Olympics Media Planning
(Data omitted/changed due to proprietary reasons)
Cultural Codes & Truck Ownership: Qualitative Deep Dive
(Data omitted/changed due to proprietary reasons)
Luxury Opportunity Finder: Category Exploration
(Data omitted/changed due to proprietary reasons)
Pharma CPG Marketing Effectiveness
(Data omitted/changed due to proprietary reasons)
Qual+Quant Opportunity Assessment
(Data omitted/changed due to proprietary reasons)
Market Opportunity Assessment + Storytelling
(Data omitted/changed due to proprietary reasons)
CPG Exploration + Cultural Modeling: Ethnographic Deep Dive
(Data omitted/changed due to proprietary reasons)
Millennial Shopper Insights
(Data omitted/changed due to proprietary reasons)
Olympics: Cultural Frameworks + Media Opportunity Mapping
(Data omitted/changed due to proprietary reasons)
Competitive Analysis
(Data omitted/changed due to proprietary reasons)
Ideation & Concept Creation: Untapped Opportunities Around Mobility
(Data omitted/changed due to proprietary reasons)
Brand Health Modeling
(Data omitted/changed due to proprietary reasons)
New Concept & Attribute Mapping
(Data omitted/changed due to proprietary reasons)
Brand Equity and Performance Indicators
(Data omitted/changed due to proprietary reasons)
Competitive GAP and SWOT
(Data omitted/changed due to proprietary reasons)
Relevance of U.S. Brand Marketing in Int’l Arena
(Data omitted/changed due to proprietary reasons)
Technology Patterns Infographic
(Data omitted/changed due to proprietary reasons)
Size of Prize Analysis
(Data omitted/changed due to proprietary reasons)
Target Exploration & Category Mapping
(Data omitted/changed due to proprietary reasons)
Cultural Frameworks in Social Media
(Data omitted/changed due to proprietary reasons)

o

clie

ur

nts

We attract clients who subscribe to the idea of inspired insight generation and who look for a partner to truly join them in that journey.
Our pursuit of inspiration has not been limited to any one industry, client type, consumer base, company size or geographic location. We simply love to take on work that allows us to put our manifesto into practice.

our
team

cast of

characters

A cast of characters that includes a former Northwestern attorney turned researcher, a previous big company VP who was lured into the independent shop world, a past Nestle insights manager, a Wharton School of Business grad, talented bicultural & bilingual moderators & analysts, and a team of designers that believe information can be beautiful.

Johana

Johana M. Gomez
Principal
Johana is a rare breed. A Northwestern lawyer turned qualitative storyteller, Johana channels her analytical skills, curiosity & passion to understanding ethos, people & business strategy_

Miguel

Miguel Gomez Winebrenner
Principal
Miguel believes things can always be done better. His mission is to use insights as a tool to inspire brands to continually innovate and truly connect with consumers_

Stephen

Stephen Palacios
Principal
Stephen is an insights-based brand strategist who will always shift the conversation to the "so what?"_

Patricia

Patricia Cardenas
Vice President - Qualitative
After graduating from Wharton, Patricia got the research bug. As our VP of Qual, she now applies her business background to exploring the ties between consumers, brands & culture_

Kata

Katalina Arango
Managing Director
Kata began her career as a CI manager at Nestle & now runs Qual & Quant projects at Ahzul. A jack of all trades, Kata helps run a tight ship & shape key qual/quant insights for actionability_

Rebecca

Rebecca Abravanel
Vice President - Qualitative
Rebecca is a Harvard and University of California trained statistician, demographer, and sociologist who’s worked in multicultural survey research for over 25 years. Rebecca is “the left brain” at Ahzul, and she knows as much about statistics as she knows about culture (and fine cooking!)_

Lynn

Lynn Gutstein
Field Director
Lynn is the type of person you want on your team – creative, responsive & an expert in fielding even the toughest projects_

Carla

Carla Mantilla
Account Director
As Associate VP, Account Director, Carla is charged with cultivating trusted client relationships and strategic brand opportunities. Carla is a results-driven marketer with a deep appreciation for creativity, culture, and technology_

Nick

Nicolas Trillos
Senior Director - Qualitative
Nicolás or “Nick” as he’s known to some of our clients, recently emerged from Millward Brown to do what he does best - Qual_

Danielle

Danielle Ramirez
Senior Market Research Manager
Danielle joins Ahzul with many years of experience in market research and advertising, with specific expertise in the Hispanic Market. She also has undergraduate and graduate degrees in economics from the University of Southern California_

Sebas

Sebastian Angarita
Vice President - Design
Sebas is Ahzul’s Lead Designer and brings unparalleled passion and inspiration to information design and visualization_

Alex

Alexandra Cortes
Market Research Manager
Alex is a great individual to have on your team! An organized leader, determined worker and a curious mind_

Paula

Paula Aparicio
Market Research Manager
Paula believes everything in life needs positive energy and inspiration. Paula is profoundly committed to every activity, specially making clients and partners feel comfortable and unique_

Alisha

Alisha Bermudez
Senior Quantitative Analyst
While at Harvard, her language and multicultural skills earned her an internship at a market research firm, where she discovered a passion for data analysis. Over 20 years later, she still loves digging in the data to solve complex problems_

Maria

Maria Londoño
Quant Quality Ambassador
A wide experience in market research together with a deep analytical mindset give Mari a perfect approach to her responsibility in quality control of Ahzul. Her multicultural outlook is an added value evaluating projects from different perspectives_

Carla

Carla Arenas
Quantitative Analyst
Carla is an analyst & programmer who loves to solve problems and learn new things. She is a programming whiz with an engineering background who brings a detail and heavily process-oriented perspective to the Ahzul QT team_

Caro

Carolina Orjuela, MA
Quantitative Analyst
With a Masters Degree in economics from Los Andes University in Colombia and professional quantitative research experience in business, academia, and public policy, Carolina is passionate about finding meaning in data; “Caro” is the economist who loves to analyze numbers and figure out what they say_

Christian

Christian Marin
Quantitative Analyst
Christian is an experienced data wonk, who is always seeking to improve analytical & programming processes. With almost 10 years experience in the nitty gritty of quantitative market research, he has a deep understanding of everything about data, from management & cleaning to structure and statistical analysis_

Natalia

Natalia Romero
Design Director
Natalia is passionate about making design a core capability. Her commitment and resilience, harness the power of design to create positive impact and inspire_

Andres

Andres Nieto Noi
Motion Graphic Designer
Andrés is a designer who is passionate about visual communication and interactive design. His work is inspired by people and how they interact with their environment_

Joann

Joann Triana
Information Designer
Creator of new and different graphic mixtures that arouse reactions of visual pleasure. ‘Life taster’, ninja enthusiast and lover of La Vie en Rose and any other french cliché_

Daniel

Daniel Sanabria
Information Designer
Daniel defines his work with his own phrase "explore, create and trascend" a mixture of research, technique and aesthetics for a better graphic design_

Alf

Alfonso Moyano
Accounting & Operations
Alfonso, affectionately known as "Alf," handles many of the logistics and supplies at Ahzul_

Rosie

Rosie Rivera
Executive Assistant
Rosie is our right-hand when it comes to admin & coordination. She is in charge of Ahzul’s "air traffic control" and "concierge" services_

Tomas

Tomas Cardenas
Market Research Apprentice
The latest addition to our team, Tomas is an eager learner with a curious mind, who is always a great addition to our projects_

our
services

We are a full-service, research- based consulting firm that provides services to brands who are looking to be culturally relevant to connect with consumers.
At Ahzul, we specialize in ad-hoc projects that are truly tailored to our clients' needs. We don't believe in pre- established, cookie-cutter, formulaic solutions. Because we get that each client is unique (and so is each project), we tailor our portfolio of services accordingly.
Our team has been involved in...
new product
innovation
brand
development
cultural
explorations
foundational
research
communications
development &
testing
pricing &
packaging
market
opportunity
assessments
usage &
attitude studies

isb

inspiration
spring-boarding

1

visual

We use information design to help unearth and distill the most salient insights for maximum impact.

2

strategy

Be it in the form of an internal ideation session or a stakeholder in-person session, we focus on how the insights can inspire go-to-market strategies.

3

creative

Ahzul-led ideation sessions with exercises meant to use consumer insights as an inspiration input for creative development.

4

cultural

A Total Market approach developed for U.S. brands who are looking to strengthen their offerings & communications via cross-cultural inspiration.

our
qual

Ethnographies_
Shop-along & Dine-alongs_
Affinity Groups_
Friendship Sessions_
Gallery Style Sessions_
Party Groups_
Online Platforms & Communities_
Focus Groups_
Dyads / Triads / Quads_
One-on-Ones_
Car Clinics (Moderation & Analysis)_
Expert Interviews_
Mock Shelf & Shopping Sessions_
Interviews in Unique Settings_

our
quant

U&A_
Market Sizing_
Segmentations_
Brand Equity_
Price & Demand Elasticity_
Concept Testing_
Ad Testing_
Cart_
Turf_
Tracking_
Qualistics™_

POVs

& news

we think of

ourselves as

thought leaders...

and as a team, we strive to come up with relevant POVs that interest (and challenge) our clients.

our
POVs

At Ahzul, we love what we do. We are curious & passionate about people, culture & what that means for business.
And we become so invested in our work that we keep thinking about the implications way past project completion.
Furthering our mission to INSPIRE, our team continuously comes up with Points of View (POVs) on different subject matters & industries. Below are some of our more recent examples.
Language, culture & why sometimes people feel like they are having parallel conversations.
(click on thumbnail to preview PDF).
Our take on total market as a circuitry of inspiration.
(click on thumbnail to preview PDF).
Understanding the impact of culture on an effective outreach.
(click on thumbnail to preview PDF).

news

contact

To get to know us better...
Call us at 312.860.3191
Drop us a line at hello@ahzul.com
Request a copy of our full capabilities.
Headquartered in CHICAGO, our team is as geographically as it is culturally diverse.
Chicago_

Seattle_

Miami_

New York_

Los Angeles_

San Francisco_

Philadelphia_

Washington, D.C._

Bogotá_

Mexico City_

Sao Paulo_