mercados latinoamericanos e hispanos

5805 Blue Lagoon Drive Suite 135
Miami, Florida 33126 USA
T. +1 305 265 1138
F. +1 305 265 1198

CopyRight® 2011 Kitelab






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Carlos de León

Address / Dirección:

5805 Blue Lagoon Drive Suite 135
Miami, Florida 33126 USA
T. +1 305 265 1138
F. +1 305 265 1198

I often feel external pressure to say where I’m from. I know that if I don’t do this, people will keep asking questions. That’s why, even though I’m proud of my origins, they become an obstacle when I need to express my own identity and personality”

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Peppermint Qualitative Division

Peppermint División Cualitativa

Qualitative Studies Division

Peppermint is the qualitative division of the Kitelab Group in Latin America that specializes in Latin American and Hispanic consumers in all countries of the region.

Local knowledge and expertise allow us to understand decoding, meanings and codes in each culture and thereby allow our clients to develop more powerful brands and more satisfied consumers.

The qualitative division is crucial to market research because it provides feedback for decision-making when preparing strategies. Qualitative research, by responding to the questions “How?” and “What?”, and by employing a focus that is more comprehensive than descriptive, is the best route for diagnosing social, cultural and emotional patterns and variables that determine audience perceptions, attitudes and behaviors. Qualitative research is indispensable for companies wishing to launch a new product or service onto the market, or who wish to detect the reasons behind changes in the attitude of customers.

The methods we use most frequently in qualitative research include: group sessions, micro-sessions, in-depth interviews, interactives, heuristics, consumer insights and peer groups. The application of each method is defined by the study objectives and the specific needs of our clients.

1. Ppmint TIG (Testing Ideas Groups)

This solution is focused on detecting the performance of creative pieces under development (advertising pre-tests, concepts and packaging) in terms of: the intensity of the emotional response, message precision (decoding and relevance), the interest awakened, connection with the viewer, record of benefits and the meeting of brand objectives.

It implies a complete, defined and assertive analysis with results in 48 hours.

How does it work?

  • Group meetings: to create consensus and eliminate options
  • Individual meetings: to enrich proposals

2. Ppmint MIK (Seeking Insights and Meanings)

MetaphoricInsightKnowledge is based on the extraction technique of visual and sensorial metaphors that promote communication with the consumer within a completely projective terrain and which therefore appeal to affectivity.

It is useful for in-depth understanding of the consumer and for gaining insights that can be applied to advertising and positioning strategies.

It helps us to understand what is beyond the obvious in terms of the image that a participant has of our brand, product, category or character.

How does it work?

  • Through a minimum sample of 12 individual meetings composed of individual work and work with an expert in the technique.

3. Ppmint Brand X-Ray (Understanding Brand Image)

This is a tool used to understand the elements constituting a brand and the way they impact the perception, preference, loyalty and willingness of consumers to invest their time and money.

It measures the brand and competition analysis in three dimensions: rational, projective and experiential.

How does it work?

  • With group meetings segmented by the type of bond established with the brand.

4. PpmintConceptBakery (Cooking Creative Concepts)

This qualitative solution generates idea volume for devising creative concepts for advertising, brands or products.

This solution implies a change of roles whereby the consumer observes from behind a mirror and works together with the client, the advertising agent, the target and Peppermint as a consultant.

How does it work?

It uses workshops focused on innovation and which include specialized techniques designed to break with rigid schemes of thought, based on the theory of Edward de Bono and on adult teaching-learning theory.

The goal is to arrive at concrete ideas that respond to brand objectives, are meaningful to the target, and are ready to be tested!

5. Ppmint U-Lab (Assessment Laboratory for Web Sites)

This interactive tool allows us to determine how much a website is liked and its functionality. It takes into consideration image, content and navigation in order to optimize the site and make it user-friendly, quick and assertive.

It indicates the visitor navigation experience in real time, offers an explanation of where and how the most common errors occur on the site and the level of user satisfaction.

How does it work?

It uses mini-groups or individual meetings to measure 4 specific assessment profiles determined by the level of comfort and knowledge of digital tools.

This is applied to informative and entertainment sites, as well as sites used for purchases, procedures and services.