Consulting · the bridge to Antropomedia
Social data with human context.
Antropomedia is the digital-anthropology consultancy Alex co-founded in Guadalajara in 2011, formalized in Neuchâtel in 2024. It holds a niche almost no one occupies: academic-depth anthropology, fifteen years of uninterrupted ethnographic fieldwork and proprietary AI tools, stretched as a bridge between Latin America and Europe. More than 600 projects around a single question: who, really, are the people behind the metrics?
Your data already has stars. We trace the figure.
Method
Tribes, not demographics.
People do not behave as isolated individuals. They behave as members of tribes they want to belong to, distance themselves from, or perform for. The Sociograma® reveals those tribes from real network behavior: who follows whom, who interacts with whom, who recognizes whom.
The proof, with real data:
Hover a tribe to isolate it; click an account to see its card.
How to read it
Node
A user. Its size: how many mentions it receives.
Edge
A follow or interaction relation, not a conversation.
Color
A cluster of highly connected profiles: a tribe.
Follow and co-interaction relations are analyzed, not hashtags or texts. A conversation captures a fleeting moment; following an account or interacting with its content expresses a more durable commitment to what it represents. Two concepts hold the reading together: the digital tribe, a group united by shared practices that give a sense of belonging without physical space (Cova & Cova, 2002), and the digital public place, the reticular floor where ties form; a commercial account is one of those places (González & Servín, 2017).
Follow one person
Ana is the same in every frame; only the method for placing her changes.
Demographic
Ana: 32, urban, mid-income. Age, gender, income, location. Tidy, but it says nothing about what she wants.
Psychographic
Adds attitudes and values: savers, aspirers, wellness. Warmer, but still the team guessing, not the market speaking.
Persona
Ana becomes a character: “The Yogi”, 32, with a backstory. Useful for empathy; it freezes her into one identity.
Sociograma® tribes
The affinities Ana moves through: yoga, Friday gaming, true crime, vintage on Depop. Real, interconnected, several at once.
What changes for your business
You decide on what the market already did
Not on team assumptions or an invented persona. Tribes emerge from real, verifiable behavior; the risk of every bet goes down.
You see tribes demographics hide
Niches, bridges between communities and shared competitors that never show up by age or income. That is where the unattended opportunities live.
You turn the finding into a decision
Which tribe to talk to, with which codes, what product to launch and on which channel. Brand, product and communication on one map, not three separate briefs.
Users segment themselves by affinity and interaction; we make them visible through network analysis and read them with human judgment. 650+ tribe profiles are the output of this method.
The word “tribe” reaches us from Michel Maffesoli; the idea that a minority shifts the majority, from Serge Moscovici. We work in that lineage, where measuring with rigor and reading culture do not contradict each other, they need each other.
Casework
Organizations that have read their tribe.
Antropomedia’s official client list, across twelve categories. Alex has taken part in every one of these projects.
Automotive & Mobility
- Mercedes-Benz
- Stellantis (all brands)
- Polaris
- Indian Motorcycles
- Uber México
- Autovías
Luxury
- La Montre Hermès
- Ikepod
- Absolut Elyx & Tune
- Gran Vía
Financial Services & Fintech
- Bradesco
- Mercado Pago
- Empeño Fácil
- Yevo
Food & Beverage
- Kellogg’s
- Pringles
- Bimbo
- Heineken
- Pernod Ricard
- Pocari Sweat
- Tajín
- Pulparindo
- Dairy Queen
- Pollo Pepe
- Soy Té
- Burger King
- Starbucks
- Juicyfolks
- Operadora Anderson’s
Personal Care & Beauty
- Kimberly-Clark
- Huggies
- Saba
- Shaklee
- Pink Up Cosmetics
- IPSY México
- Mayama
- Iphéa Myco-Cosmétiques
Retail & Consumer Goods
- Soriana
- Tiendas Neto
- De Prati
- Sodimac
- Juguetron
- Kiosko
- Perfect Choice
- Whirlpool
- Nikon
- DeLonghi
- OMRON
- Tecno Lite
- Porcelanite
- Vitromex
- Kober
- Flexi
- NAW Running Shoes
- Amway
- Inova
- Home Interiors
- Victoria Zolassi
Real Estate & PropTech
- Wiggot
- Habitharas
- HGB Desarrollos
Media, Tech & Entertainment
- Warner Bros. Discovery
- Forbes
- Chilango
- Pictoline
- Diamond Films
Advertising & Marketing
- Pauta Creativa
- Cerocuatro
Hospitality & Travel
- Posadas
- Hertz
- Hoteles Buenaventura
- Plaza Patria
- Visit Tucson
Public Sector & Civic
- Swiss Government (FDFA)
- Swiss Embassy in Mexico
- Secretaría de Cultura de Jalisco
- Secretaría de Turismo de Jalisco
- OFVC
- Acortemos Distancias
- ProSociedad
- Fundación PAS
- Museo MIDE
Academia
- Tecnológico de Monterrey
- Universidad Iberoamericana
- Aliat Universidades
- St. John’s Academy
- Berlitz
- HE-Arc
- Centro Cultural Universitario