HUMAN INSIGHTS WITH CULTURAL CONTEXT

Qualitative research services that inform strategies to
connect effectively with multicultural audiences.

WHAT WE DO

We connect from human to human.


We engage with our audiences listening to their desires, perspectives, and expectations to understand how brands and services fit into their lives, what they signify to them, and how they support their goals
and self-expression.

We transform cultural perceptions
into actionable insights.

Cultural context influences how ideas are perceived. That's why we focus on understanding these nuances to help you connect in a meaningfully and authentic way.

We work in English, Spanish, and French.


When individuals can express themselves in the language they feel most comfortable with, they are more likely to share deeper thoughts and be authentic. Moderating in multiple languages enables us to adapt to diverse needs and switch seamlessly as required.

Based in the San Francisco Bay Area, we collaborate with facilities, specialized recruiters, and interpreters to deliver comprehensive services across the U.S. and Latin America.

Through diverse methodologies, we help companies and organizations of all sizes gain a thorough understanding of the audiences they serve to inform strategies and design actionable approaches to connect effectively with different audiences.

Expertise

Advertisement evaluation

Concept development and optimization

Brand equity

Product and package evaluation

Reputation

Public opinion

Social marketing

Cultural analysis

Culturally sensitive projects

Methodologies

In-person interviews

Telephone and online interviews

Family and friends group discussions

In-person and online group discussions

Ethnographies

Shop-alongs

Online boards

Cultural immersions

ABOUT VIVIANNE HIRIART

Vivianne Hiriart is a seasoned moderator and analyst with 19 years of experience with projects that involve the Hispanic population in the U.S. and different Latin American countries.

She has moderated over a thousand focus groups, interviews, in-home ethnographies, shop-alongs, online communities, and workshops.

Throughout her career, Vivianne has interviewed people from all walks of life: opinion leaders, physicians, patients with complex diseases, insurance agents, inmates in France at a penitentiary hospital, earthquake survivors in Haiti, advocates to end Female Genital Cutting in Senegal, bartenders in Canada, moms, housewives, mechanics and young adults who enjoy having a beer with their friends.

When Vivianne does qualitative research, her diverse professional background is what makes the difference. Vivianne is a psychologist, educator, communicator, writer, and a woman who has dedicated her entire professional life to understanding why people do what they do, its implications, and what elements they need to make decisions that are satisfying for them.

Vivianne studied Psychology in Mexico City and earned a Master’s Degree in Psychological Counseling in Paris, France. She was a columnist for newspapers, radio, and TV shows in Mexico for 15 years. She has also been a workshop facilitator and speaker for tweens, teens, parents and teachers; as well as journalists and other professionals for 20 years. She is the author of nine books.

A person who has lived in different countries, experienced different cultures, and speaks English, Spanish, and French, Vivianne is sensitive to how culture, context and personal situations influence people’s reality, the way they understand it and what they do about it.

Vivianne's experience writing and speaking about population, gender, reproductive health, and human rights paired with her experience with the United Nations Population Fund and The Population Institute also make her the perfect partner for social marketing projects. Her instruction in Communication for Behavioral Impact adds further value.

No matter the field she works in, Vivianne looks to deeply understand the people she is talking with to go beyond what they're saying to uncover the implications this might have for the project questions and interests.

As she always says, "it has to be meaningful and actionable."

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Dedicated to professional development and continuing education

Semiotics:
A User's Guide to Seeing Differently

OUR WORK

  • Latinx Representation in the Media

  • Fintech in Latin America

  • Saving for Retirement

  • Early Childhood Education

  • College Education and Inclusion

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WHAT OUR CLIENTS SAY

  • Working with Vivianne was seamless and a pleasure. She was highly responsive, flexible and capable to meet our research needs in a short time frame. Her understanding of cultural nuances of Hispanic-American consumers and ability to connect with them yielded excellent insights. We look forward to working with her in the future.

    Private Equity Firm

  • Thanks again for this enjoyable and efficient collaboration. The understanding of the problem and objectives, the recruitment management and interviews moderation were completely satisfying. We can immediately feel we can count on your implication and reactivity along all stages. But what impressed me the most is the quality of the analysis report submitted. A qualitative segmentation solid and coherent, combining precision and synthesis that allowed us to completely address our client's expectations!

    Amélie Chanteperdrix,
    Qualitative Research Executive,
    Ipsos Lyon, France

  • I have had the pleasure of working with Vivianne on several projects over the past 5 years. I admire her professionalism, intelligence, genuine warmth and good humor. Her background in psychology, journalism and education is a tremendous asset to who she is and how she works. I am always impressed with the way she connects with participants, the cultural context she provides which adds richness to the primary research, and the keen insights she draws from it all. I truly value our partnership and can't speak highly enough about Vivianne.

    Marc Engel,
    Founder & President,
    Engel Research Partners LLC

  • It's my absolute pleasure to recommend Vivianne Hiriart. I thoroughly enjoyed my time working with her and came to know her as a truly valuable asset to absolutely any team. My experience working with her was excellent. She has impeccable qualitative research skills (moderating and analyzing). I defined her as a business partner and strategic consultant; she always provides relevant insights and strategic recommendations.

    Erika Hernández,
    Consumer Insight Manager,
    Sanofi Mexico

  • Vivianne is an accomplished moderator on both online and in-person studies. I have worked with Vivianne on projects with both acculturated and un-acculturated Hispanic participants and every time she consistently delivers a warm approach and collaborative spirit. Her diligence and analytic skills are always in evidence and a great help to client teams (and co moderators!).

    Katrina Noelle,
    KNow Research

  • With Vivianne I had one of my greatest experiences in Qualitative Advertising Research, with an actual co-creation of stimuli during the sessions, which made my client very impressed and generated a super cool report with videos, straightforward analysis and actionable recos. Vivianne has this ability to make things happen.

    Adriana Soares de Castro,
    Research & Insight Team Lead,
    Ipsos

  • An intuitive and skilled moderator, Vivianne is a true master of the craft. I brought her on to a high-visibility project that I was managing to understand Latinx/Hispanic consumers, and she elevated the entire process with her insights and keep knowledge of the audiences. I look forward to working with her on future projects, and would not hesitate to recommend her for others who want a top shelf qualitative research

    Emelia Rallapalli,
    Founder,
    Pebble Strategy

  • Vivianne has a way of getting focus group participants to elaborate upon and deepen their insights and opinions. Vivianne's facilitation generated thoughtful discussions that contributed greatly to our organization's strategic messaging.

    Karen Alden,
    Founder/CEO,
    Good2Know Network

  • Vivianne provided generous support and dedication to our research project. Her design experience and organizational skills really made a difference in how everyone felt; she made it very conformable and informative. Her advice and generous assistance were invaluable during the process. We look forward to doing business with her again soon.

    Jaime Cordova,
    Cardenas Markets LLC

  • Merci encore pour cette collaboration agréable et efficace. L'appropriation de la problématique et des objectifs, le suivi du recrutement, "animation des entretiens ont été pleinement satisfaisants. On sent tout de suite que l'on peut vraiment compter sur ton implication et ta réactivité sur toutes ces étapes. Mais ce qui m'a le plus impressionnée c'est la qualité du rapport d'analyse fourni. Une segmentation quali solide et cohérente alliant précision et esprit de synthöse qui nous a permis de répondre pleinement aux attentes de notre client !

    Amélie Chanteperdrix,
    Qualitative Research Executive,
    Ipsos Lyon, France

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