BYEKNOT-EN

Listening to untangle

We are passionate about helping to create, rethink, decide, improve and, above all, deliver actionable solutions.

To do this, we research and listen to current or potential customers - whether in B2B or B2C initiatives- as well as opinion formers, influencers, or anyone who can provide valuable insights.

We love to untangle knots.

We are proud to work with, among others, these companies:

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Understanding

Latin America:

the place we call home

We are in Brazil, Argentina, Mexico, Peru, and Chile

We cover nearly every corner of LatAm digitally or through partners in Colombia, Ecuador, Bolivia, Paraguay, Uruguay, and key countries throughout Central America

+20.000 💬

conversations with consumers last year

5 🌎

Latam countries with direct presence

+25 ⌛️

years of experience at both sides of the counter (institutes & companies)

We transform doubts & questions into actionable ideas & meaningful insights

At BYEKNOT, we act as a bridge, dedicating our ears, eyes and all our senses to actively listening -broadly and attentively- to people.

We then take what we hear and see to craft meaningful insights and ideas, coming together as an extended team to discuss, reflect, and develop possible solutions.

Create, rethink, act:

Workshops

Working sessions tailored to the needs of each project, designed to spark creativity, identify the biggest opportunities, and collaboratively distill insights.

Flexible approaches,

objective-driven

We harness the full potential of digital strategies

while equally valuing face-to-face and experiential activities.

Our approach —whether through conversation, observation, or engagement—

is tailored to the unique characteristics and challenges of each project.

Focus Groups

Discussion groups led by a moderator, diving deeply into the reasons, emotions, beliefs, and narratives associated with choices and consumption.

They can also be conducted asynchronously, mimicking the dynamics of social media interactions.

In-depth and Ethnografic Interviews

Deep conversations that open a window into the target audience, accompanying them through routines or purchases, allowing observation of their environment, fostering empathy, and experiencing their perspective—often documented through photographic or audiovisual recordings.

Online Surveys

Self-administered questionnaires specially designed to capture responses and opinions—whether through panelists, social media recruitment, or customer database outreach. We use modern software that enables dynamic surveys with complex logic, as well as visual, video, or audio stimuli.

Face to Face Surveys

Surveys administered by an interviewer, enabling contact with specific targets or in particular situations (e.g., intercepting them after a purchase or need of product trial). Data collection is mostly carried out using devices that allow audio recording and geolocation for quality control.

Social Listening

+ Desk Research

Investigating existing content across social networks, public groups, reviews, or search engines; combining these, when available, with materials and insights from past research.

Gathering, connecting the dots, and inspiring action.

Usage Habits

+ Consumption Diaries

We design studies to understand and quantify the usage or consumption habits of specific products or services, as well as more complex behaviors like media consumption, meal preparation for home use, or personal hygiene routines.

Concept & Product Testing

+ Ideas Screening

Through testing, we uncover the potential of new ideas, innovations, relaunches, or product changes . By analyzing reactions and feedback, we help refine these ideas to maximize their success in the market.

Our approach includes Ideas Screening to evaluate and prioritize early concepts, identifying which have the strongest potential to resonate with target audiences.

Awareness , Consideration,

and Brand Health

We help analyze a brand's performance against its competitive set, identifying key opportunities, drivers, and barriers.

This enables us to outline actionable strategies that support growth and strengthen brand positioning.

Ad Pre-Testing

We evaluate the potential of different creative routes based on the defined objectives, focusing on key dimensions such as capturing attention, fostering engagement, and assessing persuasive potential.

Shopper / Purchase Habits

Understanding shopping channels, reasons for choice, shopping missions, category planning, brand preferences, and levels of impulsiveness.

We also analyze the impact of promotions and touchpoints along the complexity of the path to purchase.

Who we are

We are the BYEKNOT leaders,

supported by a talented team of outstanding professionals.

Marta Villaescusa

Founder & Partner

Always ready to listen and provide coaching

She brings 30 years of experience working closely with marketing teams to understand markets and consumers across various industries.

She holds a degree in International Relations, a postgraduate specialization in International Business, is a certified coach, and is currently pursuing a degree in Psychology.

Fabrizio Romano

Founder & Partner

Passionate about extracting insights from data

He has spent over 25 years dedicated to understanding consumers across various product and service categories.

With a Bachelor's degree in Marketing and an innate curiosity, he has worked with numerous countries in Latin America and lived in Brazil and Spain, gaining a unique ability to navigate diverse cultural nuances and market dynamics

We work with these brands