Let us help you turn challenges into meaningful changes
We have the tools and expertise to help you navigate the “new normal”
We are a boutique agency providing full market research services. “Great instead of Big”.
We are a ”Global” company. Local but Global in practices.
We are Firestarters. Constantly “igniting new ways” with methods adapted to the “new normal” ways of research.
A Synergy of Research Offerings
A Synergy of Research Offerings
We specialize in optimizing consumer & shopper research insights to help your brands grow.
CONSUMER STRATEGY
Helps you unlock consumer needs, & expectations, understand imagery & attitude to drive consumers to choose your brand.
TRADE STRATEGY
Helps you leverage data related to shopper and point of sale i.e. distribution, channel & retailer dynamics, promotional activity, and in-store experiences to drive shoppers to buy your brand.
PROJECT MANAGEMENT
We provide operational support from data gathering to data processing, ensuring quality output employing our strictest processes and protocols for execution excellence.
15+ years collaborative partnership with global and local leading companies
Our Team
Our Team
Experienced researchers dedicated to uncovering meaningful insights
VJ Japos
Founder, Research Director
Equipped with 25 years of research experience, deep understanding of human behavior and business operations (BA Psychology & Masters in Business Management academic background) VJ is highly valued for her practical research approach and insights.
VJ has extensive experience in consumer and shopper research. Has studied almost all categories and services in both quantitative and qualitative research methods.
She has wide experience and understanding of Philippine’s retail channels and retailers (nationwide). A Shopper Research Champion who definitely knows the nuances of the Philippine retail landscape.
She is continuously developing relevant, efficient methods and approaches particularly in the areas of Product Innovation, Customer Experience (CX) and In-store Research in the new normal.
Alona Reyes
Founder, Research Director
Equipped with Six Sigma training, Alona drives perfection in execution by providing creative & efficient solutions to clients and teams. She leads the company in doing ordinary things extraordinarily well.
She brings more than 23 years of experience in implementation and management of quantitative and qualitative studies. Adept in new methods, complex research programs, large sample size projects, nationwide urban and remote area coverage.
Chris dela Cruz
RESIDENT QUALITATIVE EXPERT
A sought after Qualitative Research Champion in the Philippines. Served as the Qualitative Studies Champion for Asia Pacific in Johnson & Johnson Asia Pacific.
A Unilever Accredited Moderator (International), PSRC Expert Moderator.
Chris brings over 20+ years of research experience mining consumer and shopper insights across almost all categories and services.
She has developed her own qualitative technique and framework of analysis particularly on Shopper understanding — PROMO Generation technique, Behavioral Profiling Technique (BPT), Digital Diary Vlogs (DIAVLOGS) and In-depth Shopper Exploration (IDSE).
Ronaldo Supnet
FOUNDER, FINANCE DIRECTOR
Ronald is overall in-charge of company’s financial health. He is also lead in project cost management.
He oversees budget appropriations, budgeting processes, monitoring & review of expenses on a project level.
This process and involvement of finance on a project level provides a feedback system that allows the company to extend efficiencies through lower costs on Client’s future projects.
Leny Aranzanso (Field Department) & Julius Nogueras (Data Processing)
DEPARTMENT HEADS
Has an extensive field research experience starting their careers as Field Interviewer and Data Processor from PSRC, the largest local research agency in the Phils.
With strong leadership and management skills they have grown from the ranks.
Equipped with researcher and data processor perspective, approach to solutions and operational concerns are more resonant and efficient.
Leny and Jules are key players in nurturing the Firestarter culture and growth.
Researchers & Processors
THE A TEAM
Professional. Well trained – equipped with high level skills. In-house – 8 years average tenure.
Completed standard research methods training module on consumer and shopper techniques prior to project assignments or briefing.
Training Module is a classroom, hands—on, on-site training of department skills. It includes cross-department experience for appreciation of each departments role and responsibility.
A personnel development program is in place to ensure multi-skill and technique growth of each employee by assigning them to different types of research.
Ready to unlock your brand's potential
Let’s discuss how our research can drive your business forward and reveal breakthrough insights.