What We Do

At Guía, we guide our clients to clearer consumer understanding, focused strategy and sharper tools to grow brands. We help uncover fresh and powerful insight from multiple sources—consumers, market truths and from within the corporations and brands themselves. Our clients are top marketers and agencies charged with making great communication out of strategic thinking.


Our Category Experience


Our experience of seeing consumers through different lenses helps spark fresh insight and more powerful ideas.


Agency Consultants


Beauty & Grooming


Beverage—Energy Drinks

Beverage—Water & Milk

Beverage—Soft Drinks

Consumer Electronics

Direct Sales

Fast Food

Financial Services


Health Care Services

Home Improvement

Household Cleaners


Laundry Products

Packaged Foods

Mobile Technology


Retail (including Apparel)




Guía's clients range from household brand names to completely new services that re-invent categories.

We have provided strategic planning, qualitative research, or a combination of both for the clients here.

Where do you want to go?

Guía uncovers insights that fuel powerful brand initiatives.

We're a consultancy that helps brands build more powerful communication strategies inspired by dynamic research.

Jennifer Abad

Strategist, Moderator, Founder

We Work with Leaders and Challengers

Skilled & Strategic




Focused Debriefs

& Ideation Sessions


Defined Project


Our Approach

Guía applies a balanced combination of analytical (left-brain) and intuitive (right-brain) thinking to everything we do. We believe that infusing creativity into planning and research inspires fresher insights from both consumers and brand-agency teams.


Our proprietary, visual techniques engage teams and consumers, sparking new ways to think. Just as importantly,

we can help identify the path that gets you where you want to be.

Stay Nimble


With over 15 years of in-depth planning and consumer experience across a range of categories, Jen continually brings a new perspective to marketing and research initiatives. She can inspire and nurture big ideas because she is as comfortable “upstream” in the planning world as she is “downstream” with consumers that engage with the brand.




© 2016, Guía Brand Planning, LLC