About EFB Research
Human-centered qualitative research grounded in psychology, culture, and 22+ years of experience.
Meet Erika Fritz Boy
Erika Fritz Boy is a qualitative research consultant with more than 22 years of experience exploring the motivations, behaviors, and cultural dynamics that shape consumer decision-making. With a foundation in Psychology and a career that spans global agencies, cross-cultural markets, and diverse categories, she specializes in uncovering deep human insights that guide strategy, communication, and innovation.
- 22+ years of qualitative research
- Background in Psychology
- Former Qualitative Director at GfK Mexico
- Expertise in Mexico + LATAM
- Specialized in Millennials & Gen Z
- Collaborations with global agencies
- Independent consultant since 2018
My Approach
My work is grounded in understanding people — their motivations, their cultural context, and the stories they use to make sense of the world. Every project combines careful listening, empathetic inquiry, and clear synthesis to help clients uncover insights that are both meaningful and actionable.
Human-Centered
With a foundation in Psychology, I focus on the emotional, cognitive, and behavioral factors that shape human decisions while observing not just what people say, but how they say it, what they do, and why it matters.
Cultural Insight
With deep experience across Mexico and LATAM, I bring cultural sensitivity, local knowledge, and contextual awareness that help clients understand audiences in a more nuanced and relevant way.
Actionable Outcomes
Insights are synthesized into clear stories and strategic recommendations. My goal is to deliver learnings that are easy to understand, easy to share, and ready to activate.
Who I Work With
I collaborate with a wide range of organizations across industries and markets. Whether supporting research agencies or working directly with brand teams, my focus is always on delivering clear, culturally grounded insights that inform strategy, communication, and innovation.
-
International research agencies
-
FMCG and consumer brands
-
Media & entertainment platforms
-
Beauty & personal care companies
-
Retail & e-commerce businesses
-
Education & youth-focused organizations
-
NGOs & social development initiatives
-
Innovation, strategy, and communication teams