Three Disciplines. One Intelligence Platform.

Común Ground combines qualitative research, brand strategy, and technical engineering to deliver U.S. Latino market intelligence that is rigorous, current, and actionable. We built Luz because the market deserved a better tool.

Yilda Olabarrieta

Yilda's unique career path as a multicultural moderator, journalist, and coach enables her to approach clients' needs with empathy, mindfulness, and a keen eye for unveiling truths and connections. In the last 20+ years, Yilda has excelled as an expert in cultural and Latino market research. She has led many U.S. and global research initiatives for clients seeking a deeper understanding of our individual and shared human journeys. Yilda is a qualitative researcher who successfully immerses herself in just about any category and provides thought-provoking, authentic, unapologetic, and real perspective.

Pablo Luzzi

Pablo brings over 20 years of experience in brand strategy and multicultural marketing, having worked with agencies including Leo Burnett and Havas on U.S. Latino and Latin American markets. As a bilingual Creative Director and strategist, Pablo translates Latino market intelligence into actionable brand strategy. His background in both advertising and political consulting gives him a sharp understanding of how cultural insight drives real business decisions.

Edwin Monclova

The technology behind Luz reflects 30 years of global engineering experience at HP, Google Cloud, and HPE across the U.S., Asia, and Europe. Edwin brings that same rigor to Común Ground, making Latino consumer insights faster to access, easier to query, and more actionable than a traditional research report.

Comun Ground brings practitioner expertise to U.S. Latino market research. We give your team the intelligence to make better decisions.

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