DLG Research

DLG Research DLG Research - Insightful Research. Actionable results. Founded in 2005, DLG Research is a boutique

DLG Research is a boutique marketing research firm that aids clients with the creation of effective marketing strategies and tactics by providing insightful research, robust results, and keen insights that yield to actionable conclusions. DLG Research presents a Dynamic Research Approach to each project. This approach takes 4 dimensions into consideration: Understanding Client Needs – Market Knowl

edge – Creative Research Approach - Analytical Thinking. The active interaction of these elements results in rich and valuable insights that can be learned from, acted on, and ultimately, used as the decisive factors in creating successful marketing plans.

Who shows up in your briefs: a demographic label, or the real lives you’re trying to win?“Women 25–54” doesn’t tell you ...
06/02/2026

Who shows up in your briefs: a demographic label, or the real lives you’re trying to win?

“Women 25–54” doesn’t tell you who is stretching a paycheck, cooking for three generations, or managing two jobs and school schedules.

But “people trying to feed a family on a tight budget” immediately points you to pantry, shelf, and budget decisions.

Once you define the audience that way, your questions shift.
You see which items get downgraded to private label, which products are non-negotiable, and where promotions truly change the basket—especially in Hispanic and multicultural households where sharing, remittances, and traditions all shape the cart.

That’s the level of definition that sharpens your positioning, pack strategy, and promotional choices.

We’ve spent more than 20 years listening behind the glass — moderating, observing, and translating what real people thin...
06/01/2026

We’ve spent more than 20 years listening behind the glass — moderating, observing, and translating what real people think and feel into decisions that move businesses forward.

But some of the most valuable lessons never show up in a topline. They live in the moments between questions in a focus group, in the tension when a segment doesn’t behave the way the brief expected, and in the patterns we see in multicultural America that never make it onto a slide but absolutely affect what people buy and how they respond to your brand.

That’s why we’re launching Behind the One-Way Mirror, a monthly DLG Research blog and LinkedIn newsletter where Edgardo de la Garza and Elvia de la Garza share how real-world research stories translate into sharper briefs and positioning, better creative and media decisions, and clearer bets in multicultural and Hispanic markets.

Our inaugural post looks back at Moderating Life, the limited-series podcast we released for DLG’s 20th anniversary, and what the last year has taught us about sharing the thinking behind our work — not just the polished deliverables.

If you’re responsible for turning consumer truth into strategy, we’d love for you to follow along. Here’s where you can read it! https://dlgresearch.com/blog/

Thank you for being here with us.

Today, we pause to honor the lives of those who died in service to the United States.Memorial Day is a day of remembranc...
05/25/2026

Today, we pause to honor the lives of those who died in service to the United States.

Memorial Day is a day of remembrance, reflection, and respect for the families and communities who carry these losses forward.

From all of us at DLG Research, we hold space for their sacrifice and the stories behind each name.

We are so grateful to all our friends and colleagues with AMA Houston - American Marketing Association, for hosting an i...
05/22/2026

We are so grateful to all our friends and colleagues with AMA Houston - American Marketing Association, for hosting an incredible gala for the 40th Crystal Awards.

Congratulations to all the worthy winners for their outstanding work, and to all the Gamechanger award recipients. We were honored to be among you last night.

Our friends at Purple Page Marketing are working with us on some exceptional new work this year. We will see you for the 2027 Crystal Awards.

How often do your research questions sound like your PowerPoint… instead of your consumers’ real lives?One strong questi...
05/13/2026

How often do your research questions sound like your PowerPoint… instead of your consumers’ real lives?

One strong question changes that. Not “How do you feel about Brand X?”

But “Tell me about the last time you chose Brand X over Brand Y. Where were you, who were you with, and what else were you considering?”

Now you’re not collecting opinions in a vacuum.

You’re inside a specific decision: the rushed grocery run, the late-night app order, the pharmacy counter moment where price, language, family needs, and habit all collide.

That level of detail is where positioning, messaging, and innovation get clearer.
You see which claims actually matter, which barriers show up in real life, and how those moments play out differently for Hispanic and multicultural households.

One grounded question can be the bridge between “interesting feedback” and a direction your team can actually move on.

Social media is more than likes and views. It is a real-time research lab.We’re excited to share that our Managing Partn...
05/12/2026

Social media is more than likes and views. It is a real-time research lab.

We’re excited to share that our Managing Partner, Edgardo de la Garza, will be opening Social Media Day Houston 2026 with: “From Scroll to Strategy: Turning Social Signals into Smart Decisions through Research.”

He’ll be breaking down how to read between the lines of social conversations, find the tensions and emotions that matter, and turn that into smarter content, stronger brands, and better decisions.

Proud to see this work, born in Houston and rooted in real people’s stories, on the main stage.

"Would you buy this?" tells us almost nothing."Tell me about the last time you bought coffee at the store." That questio...
05/11/2026

"Would you buy this?" tells us almost nothing.

"Tell me about the last time you bought coffee at the store." That question opens up everything purchase intent can't touch.

Was it a weekday rush or weekend shopping?
Were you alone or with kids?
Did you grab your usual brand or switch because of price, a coupon, or empty shelf space?

Those details matter. They tell us what actually drives choice in the moment—not what someone thinks they might do in a hypothetical future.

When we anchor in real, recent behavior, we uncover the tradeoffs people made.

Budget vs. quality.
Convenience vs. tradition.
What the household needed vs. what family member likes best.

That's where messaging, pricing, and product decisions get their legs.

Learning never stops when you truly listen to your clients.When a client tells us "this is useful, but here's how my tea...
05/06/2026

Learning never stops when you truly listen to your clients.

When a client tells us "this is useful, but here's how my team actually decides," we pay close attention.

Sometimes that feedback reshapes how we structure a discussion guide.
Sometimes it means rebuilding a deliverable so the "so what" lands in the first five minutes.
Sometimes it pushes us to weave multicultural realities throughout the full story, not isolate them in a single section.

We don't treat those moments as criticism.
We treat them as part of our process.

Humility is what keeps our methodologies sharp and our deliverables built around how clients work—and how people actually live.

That's what Insightful Research, Actionable Results means to us in practice.

Cinco de Mayo marks the 1862 Battle of Puebla, a Mexican victory that later grew into a U.S. celebration of Mexican and ...
05/05/2026

Cinco de Mayo marks the 1862 Battle of Puebla, a Mexican victory that later grew into a U.S. celebration of Mexican and Mexican-American pride and resilience.

For brands, it’s a reminder that culture is more than a date on the calendar. Understanding how Mexican and Mexican-American households actually live, shop, and make decisions requires listening beyond stereotypes and “one-size-fits-all” Hispanic labels.

That’s the work we do every day through HUMAN market research: elevating the voices behind the data so teams can design products, messages, and experiences that feel genuinely respectful and relevant.

Cultural relevance across markets is not optional for us.When we work internationally, we watch how people really live: ...
04/30/2026

Cultural relevance across markets is not optional for us.

When we work internationally, we watch how people really live: how they talk about money at home, what feels like a splurge, which brands matter and which ones barely register.

Those details change how we write screeners, shape conversations, and read between the lines in the back room.
That’s how we help clients build strategies that fit local culture and still make sense to global teams.

Research doesn’t just need to “travel.”

It needs to hold up in real lives, in real places.

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+1 (713) 795-5503

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