Salesforce & Coca-Cola FEMSA
Field research in the neighborhoods of Mexico City to understand the daily lives of mom-and-pop retailers — recruited, moderated, transcribed, and translated in-country, then reported in English within ten days.
What we walked into.
Coca-Cola FEMSA, the largest Coca-Cola bottler in Mexico, wanted to genuinely understand the daily lives of the 'mom-and-pop' retailers who sell its products — the kind of grounded knowledge needed to shape how a Salesforce platform would serve them.
How we worked.
- Ethnographic Field Research
- Shop-Along Studies
- In-language Moderation (Spanish)
- Transcription & Translation
- Global Multi-market Research
Naviscent recruited store owners across distinct Mexico City neighborhoods — working-class, hipster, downtown, and middle-class — and ran field research with a three-person team: one Naviscent lead and two client-side researchers. Sessions were conducted in Spanish, then transcribed and translated, with the final report delivered in English.
What we delivered.
The final report surfaced concrete opportunities in how retailers actually run their days — and the entire project, from kickoff to delivery, was completed within ten days.
Recruited, moderated in Spanish, transcribed, translated, and reported in English — start to finish in ten days.
Why teams call Naviscent.
Naviscent is a leading customer-centered design & user experience research consultancy headquartered in Silicon Valley, with presence in New York City, Chicago, and Orlando. Naviscent works globally with Fortune 1000 companies, software & technology companies, and Internet retailers. Through experimental, iterative user experience research, design & development, we deliver results that are proven to delight your customers.
Let's scope yours.
Thirty minutes, no slides, no commitment. We'll recommend the method, scope the work, and quote it in writing.
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