Qualitative Research
Made Clear
Providing insights to help businesses
understand their customers.
Qualitative Insights for Global Brands
Clarity, empathy, and culturally grounded understanding to support strategic decisions.
Qualitative Research
In-depth interviews, focus groups, ethnography
Digital Research
Online communities, digital diaries, social listening
Insight Consulting
Frameworks, storytelling, reporting, workshops
Why Organizations Trust EFB Research
EFB Research combines deep qualitative expertise with psychological insight and cultural understanding to help global organizations uncover the motivations behind human behavior.
- 22+ years of qualitative research experience
- Background in Psychology + social research
- Specialized in Millennials & Gen Z
- Deep cultural knowledge of Mexico and LATAM
- Long-term partnerships with global agencies
- Former Qualitative Director at GfK Mexico
- Reliable, high-touch project management
- Clear, actionable deliverables
Research Methodologies
A wide range of qualitative and digital tools that uncover motivations, behaviors, and cultural drivers.
In-Depth Interviews
Individual conversations that explore personal motivations and experiences.
Focus Groups
Moderated discussions revealing group dynamics and collective insights.
Ethnography
Observation of real-life environments to understand context and behavior.
Participant Observation
Immersive observation from within the group dynamic.
Narrative Analysis
Understanding how people construct meaning through their stories.
Case Studies
Holistic examination of a specific situation or organization.
Digital Ethnography
Studying behaviors in digital environments and online communities.
Digital Diaries & Tracking Apps
Real-time participant logging of actions, thoughts, or emotions.
Virtual Interviews & Focus Groups
Remote sessions enabling participation across geographies.
Qualitative Content Analysis
Systematic review of texts, images, or discourses to identify patterns, themes, or implicit meanings.
Qualitative Delphi Method
Series of rounds of consultation with experts, with anonymous feedback, to reach consensus on complex topics.
Social Network Analysis
Study of interactions, relationships, and communication patterns on digital platforms to understand behaviors and trends.
Erika Fritz Boy is a qualitative research specialist with over 22 years of experience exploring consumer behavior, motivations, and cultural dynamics across Mexico, LATAM, and global markets. With a background in Psychology and a career that includes serving as Qualitative Director at GfK Mexico, she brings deep expertise in moderating interviews and focus groups, leading ethnographic studies, and translating complex human insights into clear, actionable recommendations. She collaborates with international research agencies and global brands, delivering high-touch project management and consistently reliable outcomes.
Read Full Bio