Why We’re Different

Our story represents something unique in the market: a combination of local authenticity, international standards, and academic credibility. We understand how global organizations think and operate because we’ve worked within that context. We know Latin American markets because we’ve spent decades studying and serving them.

We’re not the biggest agency in Mexico, and we don’t try to be. Instead, we focus on being the most knowledgeable partner for organizations that understand the value of cultural expertise and methodological rigor.

Our story

From Local Vision to Global Bridge

LAC Intermarketing was founded in November 1997 with a clear mission: to help international organizations understand and succeed in Latin American markets. What started as a market research agency in Mexico City has evolved into a specialized consultancy that bridges global strategies with local market realities.

Building Our Foundation

In our early years, we focused primarily on the pharmaceutical industry, working with leading global companies including GlaxoSmithKline, Pfizer, Baxter, Eli Lilly. This experience taught us that successful international expansion requires more than market data—it demands deep cultural understanding and the ability to adapt global strategies to local contexts.

We quickly learned that what makes the difference between success and failure in Latin American markets isn’t just knowing what consumers think, but understanding why they think it and how cultural factors influence their decisions.

Expanding Our Expertise

Over the years, our founder Dr. Luis Herrero has maintained LAC Intermarketing while simultaneously contributing his expertise to larger research organizations and academic institutions. This dual engagement has allowed us to stay connected with the latest international standards and methodologies while maintaining our specialized focus on Latin American markets.

This experience across different contexts—from large-scale multi-country studies to academic research—has enriched our understanding of how international organizations operate and what they need from their local partners.

Academic Credentials Meet Market Reality

Dr. Herrero’s pursuit of advanced education, including an MBA from the University of Texas at Austin and a PhD in Communication and Strategic Marketing from Universidad Anáhuac México, reflects our commitment to combining scholarly rigor with practical business insights. This academic foundation, paired with over 25 years of hands-on experience, positions us uniquely in the market.

We’re not just practitioners—we’re researchers who understand both the theoretical frameworks that guide international business and the practical realities of implementing strategies in Latin American markets.

Our Evolution

Today, LAC Intermarketing operates as a boutique consultancy that serves four main client types: international companies planning expansion into Mexico and Latin America, global research agencies needing local expertise, NGOs conducting social research, and academic institutions pursuing cross-cultural studies.

What hasn’t changed is our fundamental approach: we believe that successful international expansion requires a true cultural translator, not just a local vendor. We’ve maintained our commitment to providing direct access to our principal, ensuring that every client receives the personalized attention and cultural insights that only a specialized consultancy can offer.

Mission

To serve as the strategic bridge between global organizations and Latin American market opportunities, providing culturally-informed research, strategic insights, and methodological expertise that transforms international ambitions into local market success

Vision

To be the preferred strategic partner for international organizations seeking to understand, enter, and succeed in Latin American markets, recognized globally for our unique combination of academic rigor, cultural expertise, and practical business insights

Values

Academic Rigor

We bring scholarly discipline to every project, ensuring that our research methodologies meet the highest international standards while providing insights that are both theoretically sound and practically applicable.

Cultural Authenticity

We honor the complexity and richness of Latin American cultures, serving as authentic interpreters who help international organizations understand not just what happens in these markets, but why it happens.

Personalized Partnership

We believe in building genuine relationships with our clients, providing direct access to expertise and maintaining the boutique service quality that only comes from working directly with principals.

Methodological Innovation

We continuously evolve our research approaches, combining proven traditional methodologies with innovative techniques to provide deeper, more actionable insights for our international clients.

Ethical Excellence

We conduct all research and consulting activities with the highest ethical standards, respecting participant privacy, cultural sensitivities, and professional integrity in every aspect of our work.

Global Perspective with Local Depth

We maintain international standards and perspectives while leveraging deep local knowledge, ensuring our clients receive insights that are both globally relevant and locally authentic.

Professional Associations & Certifications

Our Commitment to Excellence and Global Standards

At LAC Intermarketing, our professional affiliations and certifications reflect our commitment to maintaining the highest international standards while staying connected to global best practices in market research and public opinion measurement. Our active participation in leading professional organizations ensures that our methodologies, ethical standards, and quality assurance processes align with international excellence.

International Professional Associations

World Association for Public Opinion Research
Member since 2018 | National Representative for Mexico (2024-2025)

WAPOR is the leading global association for professionals in public opinion research, survey methodology, and related fields. As Mexico’s National Representative, Dr. Herrero serves as the primary liaison between the international research community and Mexican professionals.

Our WAPOR Involvement:

  • Annual Conference Participation: Regular presenter at WAPOR conferences worldwide, including recent presentations in St. Louis (2025), Seoul (2024), Salzburg (2023), and Dubai (2022)

  • Methodological Contributions: Active contributor to discussions on cross-cultural research methodologies and survey quality assessment

  • International Standards Advocacy: Promoting WAPOR’s ethical guidelines and methodological standards in Mexico and Latin America

  • Knowledge Exchange: Facilitating collaboration between international researchers and Latin American institutions

Value to Our Clients: Our WAPOR membership ensures access to cutting-edge research methodologies and direct connection to the global research community’s latest developments.

American Association for Public Opinion Research
Member since 2018

AAPOR is the premier professional association for public opinion and survey research professionals in the Americas, known for its rigorous standards and methodological innovation.

Our AAPOR Engagement:

  • Best Practices Implementation: Applying AAPOR’s transparency initiatives and disclosure standards to all our research projects

  • Methodological Training: Continuous education through AAPOR’s professional development programs

  • Ethical Standards: Adherence to AAPOR’s code of professional ethics and practices

  • North American Research Network: Connection to leading researchers and methodologists across North America

Client Benefits: AAPOR membership ensures our research meets the highest North American standards, particularly valuable for US and Canadian clients operating in Latin America.

Gallup International Association
Exclusive Representative for Mexico since 2023

As the exclusive Mexican representative of Gallup International Association, Dr. Luis Herrero is part of a prestigious global network of independent market research and polling professionals.

Gallup International Advantages:

  • Global Network Access: Direct collaboration with 55+ independent research companies worldwide

  • Comparative Research Capability: Participation in multinational studies with standardized methodologies

  • International Credibility: Association with one of the world’s most recognized names in polling and research

  • Cross-Border Projects: Seamless execution of multi-country research projects through network partners

Unique Value Proposition: This exclusive representation allows us to offer clients direct access to the Gallup International network and methodologies.

Regional and National Professional Associations

Asociación Mexicana de Agencias de Inteligencia de Mercado y Opinión
Member since 2014 | Committee on Public Opinion Coordinator (2023-2024)

AMAI is Mexico’s premier association for market intelligence and public opinion research agencies, setting industry standards and promoting professional excellence.

Leadership Role:

  • Committee Coordinator: Leading AMAI’s Public Opinion Committee in developing industry guidelines and best practices

  • Industry Standards Development: Contributing to the creation of quality standards for electoral and public opinion research

  • Media Relations: Organizing dialogues between research agencies and media organizations to improve polling transparency

  • Professional Development: Designing training programs for industry professionals

Industry Impact: Dr. Herrero’s leadership role in AMAI positioned him at the forefront of Mexican research industry developments and regulatory discussions.

Academic and Research Associations

Cátedra Internacional de Opinión Pública “José Antonio Meyer Rodríguez”
Member since 2020 | Active Participant

CIOP is Mexico’s leading academic forum for public opinion research, bringing together researchers, academics, and practitioners.

Academic Contributions:

  • Regular presenter at CIOP events and symposiums

  • Contributor to academic discussions on polling methodology and quality
  • Participant in electoral research analysis and post-election studies
  • Bridge between academic research and practical application

Our Commitment

Whether you’re planning your first expansion into Mexico, need a reliable local partner for your research projects, or require cultural validation of your strategies, we bring the insights that come from deep local knowledge combined with international experience.

LAC Intermarketing represents more than our company name—it represents our role as the connection between your global objectives and Latin American opportunities. We help you navigate not just what to do, but how to do it in ways that resonate with local markets while meeting your international standards.

This is our story, and we’re ready to help you write your next chapter in Latin America.