{
  "meta": {
    "study_name": "Flash Report — Radiografía de Mercado Guatemala",
    "client": "BIA Foods (Café Barista)",
    "research_firm": "Catalyst Consulting & Research",
    "methodology": "Cuantitativo, presencial",
    "sample_size": 297,
    "date": "2026-06",
    "date_captured": "2026-07-01",
    "nse": ["BC+", "CC-", "DE"],
    "cities": {
      "Ciudad de Guatemala": { "n": 88, "pct": 43 },
      "Xela": { "n": 54, "pct": 14 },
      "Cobán": { "n": 53, "pct": 14 },
      "Zacapa": { "n": 51, "pct": 14 },
      "Huehuetenango": { "n": 51, "pct": 14 }
    },
    "representativity_alerts": [
      "Nacional n=297: marginal para Guatemala (18M hab), útil como indicativo",
      "Ciudad de Guatemala n=88: aceptable",
      "Xela/Cobán/Zacapa/Huehue n=51-54: DÉBIL (margen ±14-15%)",
      "Cruces región × categoría n=20-40: NO representativo",
      "Funnel marcas menores (Colcafé n=9, &Café n=3): ANECDÓTICO, no usar"
    ]
  },
  "category_preference": {
    "instantaneo_pct": 65,
    "molido_pct": 25,
    "instant_type": {
      "aglomerado_pct": 51,
      "liofilizado_pct": 45,
      "no_sabe_pct": 4
    }
  },
  "frequency_and_spend": {
    "molido": { "freq_monthly": 16.9, "spend_per_purchase_Q": 51.8 },
    "instantaneo": { "freq_monthly": 22.8, "spend_per_purchase_Q": 57.6 }
  },
  "place_of_purchase": {
    "supermercado_pct": 78,
    "tienda_barrio_pct": 25,
    "mercado_pct": 7,
    "supermarket_detail": {
      "Despensa Familiar": 32,
      "La Torre": 31,
      "Walmart": 8
    },
    "alert": "La Torre 31% visitas pero 16% share — inconsistencia, Catalyst revisará. Conclusión oficial dice '9/10 formatos Walmart' pero incluye Despensa Familiar (CARH/Walmart group)"
  },
  "category_drivers_by_region": {
    "columns": ["Nacional", "GUA", "Xela", "Cobán", "Zacapa", "Huehue"],
    "drivers": {
      "Buen sabor": [75, 88, 52, 85, 79, 68],
      "Buena calidad": [61, 60, 43, 80, 69, 53],
      "Buen aroma": [52, 65, 70, 30, 26, 63],
      "Vale lo que cuesta": [49, 65, 43, 46, 57, 28],
      "Accesible/fácil encontrar": [19, 8, 25, 9, 10, 48]
    }
  },
  "top_of_mind": {
    "molido": {
      "columns": ["Nacional", "GUA", "Xela", "Cobán", "Zacapa", "Huehue"],
      "brands": {
        "Café León": [27, 36, 37, 13, 16, 21],
        "Café Quetzal": [24, 48, 23, 9, 19, 6],
        "Cafetalito": [13, 5, 8, 16, 21, 21],
        "Café Barista": [12, 3, 15, 4, 2, 38],
        "Artesanal/Sin Marca": [9, 0, 0, 40, 12, 0]
      }
    },
    "instantaneo": {
      "columns": ["Nacional", "GUA", "Xela", "Cobán", "Zacapa", "Huehue"],
      "brands": {
        "Nescafé": [55, 70, 53, 35, 46, 59],
        "Café Musun": [15, 17, 9, 18, 14, 18],
        "Café Incasa": [12, 7, 19, 2, 18, 18],
        "Café Barista": [4, 1, 0, 18, 2, 2]
      }
    }
  },
  "brand_funnel": {
    "primary_brands": {
      "metrics": ["conocimiento", "pnt_alguna_vez", "pnt_3m", "pnt_30d", "preferida", "freq_mensual", "gasto_por_ocasion_Q"],
      "Nescafé": { "n": 152, "values": [98, 98, 51, 42, 34, 21.2, 53.8] },
      "Musun": { "n": 53, "values": [95, 64, 21, 15, 9, 20.8, 41.9] },
      "Quetzal": { "n": 44, "values": [80, 46, 16, 12, 5, 18.8, 19.4] },
      "Barista": { "n": 41, "values": [66, 38, 15, 11, 7, 12.4, 65.4] }
    },
    "secondary_brands": {
      "metrics": ["conocimiento", "pnt_alguna_vez", "preferida", "freq_mensual", "gasto_por_ocasion_Q"],
      "La Jarrillita": { "n": 27, "values": [81, 47, 3, 21.1, 10.5] },
      "León": { "n": 33, "values": [75, 39, 5, 16.1, 47.8] },
      "El Cafetalito": { "n": 31, "values": [69, 36, 5, 21.3, 63.3] },
      "Incasa": { "n": 37, "values": [78, 48, 7, 20.9, 53.7] }
    }
  },
  "repurchase_probability_top2box": {
    "Dieseldorff": { "pct": 100, "n": 5, "alert": "no representativo" },
    "El Cafetalito": { "pct": 94, "n": 31 },
    "Nescafé": { "pct": 80, "n": 181 },
    "León": { "pct": 79, "n": 44 },
    "Café Barista": { "pct": 73, "n": 41 },
    "Musun": { "pct": 70, "n": 60 },
    "Incasa": { "pct": 70, "n": 49 },
    "Quetzal": { "pct": 68, "n": 56 }
  },
  "brand_equity_share": {
    "methodology": "Escala 0-10 cercanía emocional, solo entre quienes consumieron la marca al menos una vez",
    "national": {
      "Nescafé": 35,
      "Musun": 12,
      "Incasa": 9,
      "Café Barista": 8,
      "Quetzal": 8,
      "El Cafetalito": 7,
      "La Jarrillita": 6,
      "León": 6,
      "Otra": 4,
      "Colcafé": 2,
      "Los Arcos": 2,
      "Dieseldorff": 1,
      "&Café": 1,
      "Capeuleu": 0,
      "De Sombra": 0
    }
  },
  "brand_attributes": {
    "note": "% que asocia cada atributo con la marca. Solo marcas con datos > 0%",
    "attributes": [
      "Trabajo/estudio", "Familia/visitas", "Recompensarse", "Cualquier momento",
      "Auténtica", "Accesible/fácil encontrar", "Buena calidad", "Compartir momentos",
      "Recomendada por otros", "Genera confianza", "Nuevas maneras disfrutar",
      "Sacar lo mejor de mí", "Inspira enfrentar retos", "Buen aroma", "Buen sabor",
      "Tradición", "Familia completa", "Orgullo guatemalteco", "Proteger economía",
      "Transmite confianza", "Vale lo que cuesta"
    ],
    "Nescafé": [41, 41, 39, 41, 40, 42, 42, 40, 43, 42, 37, 36, 38, 40, 41, 42, 41, 35, 42, 39, 40],
    "Café Barista": [6, 8, 9, 6, 7, 7, 9, 8, 7, 8, 6, 7, 6, 9, 7, 4, 6, 6, 5, 6, 8],
    "Capeuleu": [0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0],
    "De Sombra": [0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0, 0],
    "Ninguna": [2, 1, 3, 0, 3, 0, 2, 1, 5, 1, 7, 7, 9, 1, 2, 3, 1, 11, 2, 2, 1],
    "insight": "Orgullo guatemalteco tiene 11% 'ninguna marca' — territorio sin dueño, oportunidad para Barista"
  },
  "reputation": {
    "columns": ["negativo_pct", "neutro_pct", "positivo_pct", "n"],
    "Nescafé": [2, 22, 76, 152],
    "Incasa": [4, 39, 57, null],
    "Musun": [5, 23, 72, null],
    "El Cafetalito": [3, 31, 66, null],
    "La Jarrillita": [4, 25, 72, null],
    "Café Barista": [0, 30, 70, 41],
    "Quetzal": [7, 31, 62, 44],
    "León": [8, 16, 76, null],
    "insight": "Barista = ÚNICA marca con 0% detractores"
  },
  "quality_perception": {
    "columns": ["inferior_pct", "similar_pct", "superior_pct"],
    "Nescafé": [2, 35, 63],
    "Incasa": [4, 50, 46],
    "Musun": [7, 59, 35],
    "El Cafetalito": [10, 41, 48],
    "La Jarrillita": [6, 34, 60],
    "Café Barista": [0, 47, 53],
    "Quetzal": [33, 55, 12],
    "León": [3, 26, 71],
    "insight": "Barista = ÚNICA marca con 0% calidad inferior"
  },
  "price_perception": {
    "columns": ["inferior_pct", "similar_pct", "superior_pct", "n"],
    "León": [0, 37, 63, 33],
    "Nescafé": [2, 41, 57, 152],
    "Café Barista": [2, 49, 49, 41],
    "La Jarrillita": [4, 53, 43, 27],
    "Musun": [8, 57, 35, null],
    "El Cafetalito": [12, 50, 38, null],
    "Incasa": [7, 54, 39, null],
    "Quetzal": [43, 45, 12, 44]
  },
  "brand_switching": {
    "changed_last_12_months": {
      "nacional_pct": 11,
      "by_region": {
        "Huehuetenango": 29,
        "Cobán": 0
      },
      "insight": "Huehuetenango mercado más dinámico, Cobán más leal/estancado"
    },
    "brand_abandoned": {
      "n": 38,
      "alert": "NO representativo",
      "Nescafé": 29,
      "La Jarrillita": 24,
      "Musun": 21,
      "Café Barista": 3
    },
    "substitute_brands": {
      "note": "% de quienes dejaron la marca → a cuál se fueron",
      "Quetzal_left": { "Barista": 50, "Incasa": 25, "León": 25 },
      "Nescafé_left": { "Barista": 45, "Musun": 9, "León": 18, "Los Arcos": 18, "Otra": 9 },
      "Musun_left": { "Barista": 13, "El Cafetalito": 13, "Musun": 25, "Nescafé": 38, "Otra": 13 },
      "La Jarrillita_left": { "Barista": 10, "Musun": 50, "Nescafé": 30, "Otra": 10 },
      "Incasa_left": { "Barista": 33, "Musun": 33, "Nescafé": 33 },
      "El Cafetalito_left": { "Barista": 100 },
      "Dieseldorff_left": { "Barista": 67, "Nescafé": 33 },
      "Café Barista_left": { "Nescafé": 100 },
      "insight": "Barista es receptor neto masivo de switching — todas las marcas pierden hacia Barista"
    }
  },
  "barriers_non_consumption_barista": {
    "n": 191,
    "barriers": {
      "No es fácil de encontrar": 51,
      "No es de precio bajo": 38,
      "No es de buen sabor": 36,
      "No es de buen aroma": 27,
      "No vale lo que cuesta": 21,
      "No es para darse un gusto": 17,
      "No transmite confianza": 15,
      "No es tradición": 10,
      "No es recomendada por otros": 7,
      "No es para toda la familia": 7,
      "No es para ofrecer en visitas": 7,
      "No es auténtica": 5
    },
    "verdict": "Barrera #1 = DISTRIBUCIÓN (51%), no marca ni producto. Catalyst: 'El reto no radica en la propuesta de valor, sino en fortalecer presencia en punto de venta y mejorar accesibilidad.'"
  },
  "ad_recall": {
    "columns": ["Nacional", "GUA", "Xela", "Cobán", "Zacapa", "Huehue"],
    "brands": {
      "Ninguna": [60, 45, 26, 74, 67, 49],
      "Nescafé": [39, 43, 57, 17, 22, 29],
      "Musun": [12, 11, 15, 0, 14, 10],
      "Café Barista": [9, 9, 2, 6, 2, 18],
      "Incasa": [6, 2, 9, 0, 10, 4],
      "León": [5, 1, 15, 0, 4, 2],
      "La Jarrillita": [5, 3, 6, 4, 8, 0],
      "Quetzal": [4, 1, 11, 2, 2, 0],
      "El Cafetalito": [3, 0, 6, 2, 4, 2]
    },
    "insight": "60% no recuerda NINGUNA publicidad de café — desierto publicitario, oportunidad para quien invierta primero"
  },
  "preferred_media": {
    "columns": ["Nacional", "GUA", "Xela", "Cobán", "Zacapa", "Huehue"],
    "media": {
      "Facebook": [82, 85, 76, 51, 57, 67],
      "TikTok": [56, 63, 44, 47, 47, 24],
      "TV por cable": [36, 51, 43, 19, 14, 10],
      "TV nacional": [32, 47, 33, 15, 18, 10],
      "Instagram": [27, 16, 26, 15, 10, 53],
      "WhatsApp": [20, 43, 6, 4, 12, 4],
      "Vallas": [13, 9, 15, 17, 0, 16],
      "Radio": [13, 17, 13, 8, 12, 2],
      "YouTube": [7, 3, 11, 8, 4, 4]
    },
    "insight": "Huehuetenango: Instagram 53% (atípico vs 27% nacional). GUA: WhatsApp 43% viable como canal directo."
  },
  "strategic_insights": {
    "barista_profile": "Premium confirmado: gasto más alto (Q65.4/ocasión), frecuencia más baja (12.4/mes), 0% detractores, receptor neto de switching",
    "regional_strength": "Huehuetenango: TOM molido 38% (#1), Instagram 53%, recordación publicitaria 18%",
    "coban_surprise": "TOM instantáneo 18% (vs 4% nacional) — nicho regional fuerte",
    "main_barrier": "DISTRIBUCIÓN (51% 'no es fácil de encontrar'), no producto ni marca",
    "territory_opportunity": "Orgullo guatemalteco: 11% dice NINGUNA marca lo representa",
    "channel_correction": "Modelo sintético centrado en Walmart es INCORRECTO — Despensa Familiar (32%) y La Torre (31%) dominan, Walmart solo 8%",
    "ad_opportunity": "60% no recuerda publicidad alguna — quien invierta primero gana awareness en categoría"
  },
  "calibration_vs_synthetic": {
    "note": "Comparación contra cafe-barista-guatemala.json (datos sintéticos previos)",
    "checks": [
      { "dimension": "Dominio soluble %", "synthetic": "72.9%", "real": "~65%", "verdict": "Cercano" },
      { "dimension": "Walmart como canal", "synthetic": "Centrado en Walmart", "real": "Walmart solo 8%", "verdict": "DIVERGENCIA — pivotar a Despensa Familiar" },
      { "dimension": "Aglomerado vs liofilizado", "synthetic": "No teníamos", "real": "51%/45%", "verdict": "GAP — agregar" },
      { "dimension": "Frecuencia/gasto", "synthetic": "No teníamos", "real": "Datos completos", "verdict": "GAP — agregar" },
      { "dimension": "Drivers", "synthetic": "No teníamos", "real": "Sabor 75%, Calidad 61%", "verdict": "GAP — agregar" },
      { "dimension": "Brand funnel", "synthetic": "No teníamos", "real": "Datos completos", "verdict": "GAP — agregar" }
    ]
  }
}