COMARKA your agile market research firm

COMARKA is a cross-cultural market research firm founded in 2006 by Isabel Aneyba, built around understanding Millennials, Gen Zers, U.S. Hispanics and Mexicans as distinct audiences rather than a single market segment. Work centers on helping brands reposition themselves, refine messaging, create new products or revitalize existing ones, and transform how customers experience a brand across touchpoints.

The firm's method mixes qualitative interviews, quantitative surveys, UX research, competitive and category analysis, brand tracking, and customer journey research, delivered through what it calls Custom Research: online studies, immersive formats, conversational approaches, and qualitative work run at scale. Alongside client projects, COMARKA maintains a thought leadership practice, presenting at conferences and publishing articles that focus specifically on Latino consumers in the U.S. and Mexico.

Isabel Aneyba's own background underpins the firm's specialization: she trained in advanced moderation, ethnography, online qualitative research, and UX research through the RIVA Institute, and her thought leadership on Latino audiences has been featured at prominent industry events. She has received the Research & Equitable Leadership (REEL) award and a Thought Leadership award, credentials that reflect the firm's stated focus on product and brand innovation within the U.S. Hispanic and Mexican markets specifically, rather than cross-cultural research as a general add-on service.