Expert Qualitative Research.
35+ years in Colombia and Latin America.
The Value of Experience.
At CJS, we explore what lies beneath the surface of consumer behavior: motivations, tensions, contradictions, and contexts that shape every decision, habit, and action.
For 35 years, we have partnered with more than 500 brands in Colombia and across 12+ countries in Latin America — through a human, thoughtful, and deeply reflective lens.
Our practice has reinvented itself over time, guided by a constant energy:
Passion, Intuition, and Perseverance. The force that brings clarity to human complexity.
35
YEARS
500+
BRANDS
12+
COUNTRIES
Our Perspective
Our essence is rooted in Psychology and a deep curiosity about what it means to be human.
From that foundation, we have built a way of looking at, listening to, and understanding people in context — their motivations, their tensions, and the way they make sense of everything around them.
We believe that understanding transforms the way we see the world. Once you understand, there is no going back, only moving forward.
“Knowledge is irreversible.”
The philosophy that guides every CJS project
How we partner with you
CJS partners in decisions, not just projects.
We adapt our role to the depth, scope, and needs of each study — always with a rigorous, human, and committed approach to understanding.
Our clients can choose the type of partnership they need:
Understanding frameworks
Designed to support brands at every decision-making moment.
We have built our own frameworks to explore the human dimension with the depth and focus each challenge demands.
01
Deep Understanding
When getting to the core is the answer
Explores the motivations, tensions, and deep meanings that drive human behavior.
02
Strategic Imaging
When the brand needs to redefine itself
Reveals the symbolic territories, imaginaries, and narratives that live in the hearts and minds of consumers — and how these shape their relationship with brands.
03
Marketing Innovation
When it's time to create or evolve
Connects human needs with innovation opportunities, inspiring new value propositions and ways of relating.
04
Early Understanding
When you need to anticípate
Detects early signals, emerging tensions, and opportunities in formation, before they solidify.
05
Tactical Assessment
When decisions need to be made with clarity
Evaluates alternatives, concepts, or stimuli to optimize tactical decisions with greater confidence.
06
Virtual Qualitative
When the context involves digital formats
Explores the human dimension through virtual environments, maintaining interpretive depth and closeness with participants.
Our Team
Claudia Jiménez
Founder
Psychologist and founder of CJS. For more than three decades, she has partnered with brands in Colombia and Latin America on processes that require a deep understanding of human behavior.
Her way of working integrates humanity, intuition, and rigor — with a perceptive lens that seeks to reach the core of each challenge and translate it into meaningful strategic decisions.
She likes to say that understanding begins when you stop looking from the outside in.
CJS
Founder
CJS
+
María Mercedes Páez
Proyect Director
Social Psychologist, passionate about fieldwork and direct contact with people. She especially enjoys being where the stories happen — listening, observing, and connecting with different cultural contexts. Her sharp intuition and warm moderation style allow her to understand behaviors and motivations with remarkable naturalness.
If she needs to travel to understand better, she already has her bags packed.
MMP
Proyect Director
MMP
+
Martha Consuelo Pinzón
Proyect Director
Psychologist with training across clinical, educational, and organizational practice, giving her a broad and deep perspective on human behavior. Her reflective outlook, sensitivity, and analytical ability allow her to find meaning even in the most complex scenarios — bringing clarity and structure to decision-making.
She has a special calm for bringing order to what initially seems scattered.
MCP
Proyect Director
MCP
+
Sandra Macery Rubio
Recruitment & Logistics
Systems Engineer and a foundational member of the CJS team for three decades. Macery brings order, precision, and structure to every project, providing solid support to a team of psychologists.
Methodical, rigorous, and highly organized, she ensures that every detail is accounted for and every process runs with exactness.
When a project is in her hands, the team can focus on their work, confident that everything moves forward smoothly and under control.
She is the one who makes complex ideas work like clockwork.
SMR
Recruitment & Logistics
SMR
+
Success stories
Projects that transformed decisions.
We adapt our role to the depth, scope, and needs of each study — always with a rigorous, human, and committed approach to understanding.
Our clients can choose the type of partnership they need:
SPIRITS · CARACAS, MADRID, NYC
Deep Dive Understanding & Ideation — Ron Premium
In-depth exploration among expert consumers of aged and premium rum across three key markets. Through focus groups, interviews, and co-creation sessions between CJS, the marketing team, and communication strategists.
Result
The "connecting threads" with the brand's strategic values were identified and communication concepts were developed. Paradigms about rum consumers and their values relative to other spirits were challenged. Clear positioning guidelines and brand architecture were established for its main international markets.
STATIONERY · COLOMBIA & MEXICO
Strategic Brand Immersion— Notebooks
Qualitative immersion with users, parents, young people, and teachers in Colombia and Mexico, combining focus groups, in-home triads, shop-along, and in-depth interviews. At the close of the immersion, a strategic workshop was held with the brand team to translate learnings into opportunities.
Result
Areas of opportunity for brand architecture were identified based on a deep understanding of consumers in each market. Today, this Colombian company holds a dominant position across Latin America — including Mexico, where it commands up to 40% market share with two of its leading brands.
BEER · COLOMBIA
Exploratory Study — Light Beer Segment
A two-phase methodology: a one-week longitudinal online panel among young consumers, followed by online focus groups to explore emerging hypotheses in greater depth. The exploration was conducted spontaneously, without directly questioning participants about their habits.
Result
A deep understanding of the segment's key drivers enabled the client to establish differentiated and targeted communication strategies for the brand.
TELECOMMUNICATIONS · EL SALVADOR, HONDURAS & COLOMBIA
Qualitative Exploratory Barriers — Mobile Data Plan
A combination of ethnographies at participants' usual connection points, in-depth interviews, and focus groups across three countries. The study included a data plan "deprivation" exercise with selected profiles, allowing barriers and dependencies to be explored through lived experience.
Result
A mental map was developed for each user segment, capturing the main barriers to data plans — enabling specific and targeted strategies for each profile.
FOOD · ONLINE + IN-PERSON
Who Deep Dive Understanding — Cereal Former Consumer
A two-week online panel with a breakfast habits diary, followed by in-depth in-home interviews, and a joint ideation workshop with the client, CJS, and a creative team to translate findings into business opportunities.
Result
The findings led the brand to reposition itself in moments and occasions beyond breakfast, and inspired the development of new, healthier products.
HOME CARE · MEXICO
Who Deep Dive Consumer Immersion — Laundry Products
