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
The method: the Sociograma®.
1 · Trace the Sociograma®
A three-dimensional map of the bonds woven across networks, built from one minimal question: do they follow each other? Out of it emerges the inventory of a brand’s digital tribes — and its competitors’.
2 · Triangulate the meaning
Symbolic and digital netnography crossed with frameworks of the unconscious — cultural codes, deep metaphors and narrative archetypes — to read the beliefs, rituals and tensions behind each tribe.
3 · Amplify with proprietary AI
In-house tools — opinion mining with AI-extracted themes, computer vision to validate campaigns — scale the analysis without losing the cultural read. The finding becomes a brand, product and communication decision.
The result
An embodied, semiotically valid reading that no synthetic system can replace. Meaning first; volume follows.
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