Jason Steele

May 8th, 2015



“It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”


Sherlock Holmes in A Scandal in Bohemia by Sir Arthur Conan Doyle

Jason Steele

April 30th, 2015

New Perspectives on Formula One

There are few sports that are as naturally coherent with data analysis as Formula One.  Unfortunately, the amount of data we have access to as fans (and trust me, I am a huge fan) is limited at best.  You need to scour the web to find some decent analysis, and most of the time it leaves you with more questions than answers.  Furthermore, there are precious few sources that can solve what us fans consider absolutely necessary:  a consolidated view of championship standings over time so that fans can have a quick look at how their favorite driver or constructor has fared throughout their time in the sport.

Say, for example, I want to prove to my friends that the constructor Williams was the most dominant force in F1 during the 80s and 90s.  There are many ways to go about this (Constructors championships, Wins, etc.).  But how about visualizing that span of time as a single championship?  All 300-odd races.   This is the type of stuff I wonder about, and thankfully I found the data set to give me the answer.

This simple visualization shows how that protracted championship battle looks like.  You can view by Teams or Drivers, and use the original points awarded or a normalized points system to compare between them. Check it out:

So… Williams won the 1980-1999 championship. I knew that.

-Jason Steele

Jason Steele

February 17th, 2015

Explico and the EFFIES


Once again, Explico was privileged with ensuring the integrity of all ballots cast for the EFFIE Awards in Guatemala in 2015.

Our work with EFFIES started in 2004, when Explico (under its former guise of GSI), was asked to accompany the voting process and count all the ballots to determine that year’s winners.  After 10 years in this role, we are pleased to see the EFFIE Awards gain traction in Guatemala as the most prestigious and significant contest for those companies who wish to pursue marketing as a discipline that  involves aiming high, setting goals, and obtaining real and measurable results.

We look forward to continuing our long running association with the awards and, of course, many of the companies that submit cases.

Jason Steele

November 13th, 2014

Explico is here!

GSI Analytics is now Explico!

After accompanying our clients through some thorough re-branding efforts, it’s now our turn to do the same. GSI Analytics is now  Explico, a technology company that guides effective decisions for better results through data gathering, analytics, interpretation, high-end data visualizations and ad-hoc reporting.

We’re genuinely excited about what Explico will mean to our current crop of strategic partners  and future clients.  The wealth of experience accumulated over 35 years serves as a solid base from which to cast off into new categories and projects, going far beyond the central american region.

Explico is the latest iteration of our analytics and research operations. It is based in beautiful Guatemala, in the middle of the hemisphere. Founded in the late 70s and christened Generis Latina, it eventually morphed successively into GrupInfo, Mercanalysis, GSI and GSI Analytics… Now, in 2014, the next phase is finally here.

We believe that Explico is the freshest and nimblest research and analytics firm in Central America, as well as the most experienced and battle tested.  I believe this strikes a perfect balance.

I hope you’ll welcome Explico to your decision-making process, we look forward to working together!

More information will be coming soon…  Stay tuned.

Jason Steele

November 13th, 2014

Explico and A/B Testing – a Laser Focus


We’re currently developing an analytics platform for A/B testing user experience data from a fully armed and operational word game developed by an up and coming gaming company.  What started out as a pet project has blossomed into an engaging challenge!

There have been some meaningful lessons so far… The nature of the A/B tests dictates that our partner, the gaming company, must deploy a clearly defined set of versions (builds) between which we’ll apply the appropriate stat tests.  We also need to have a clear understanding of what each build aims to accomplish so that the analytics platform can deliver all the associated metrics and conclude whether, let’s say, version F was an improvement over version H with regard to valid vertical words placed on the board among spanish speaking beginners… Fascinating stuff, this.

It follows the same concepts of controlled random tests we do using survey data, but the precision we’re capable of achieving with finite environments (like an online game) is awesome.  We have laser focus, so to speak.  This will surely help our partner enhance their user experience using real, relevant data.

We’re looking forward to seeing the game evolve into a a battle ready version.   I have a good feeling about this one…

Jason Steele

November 13th, 2014

Techie Guatemala

Rankings and lists on the internet, click bait, etc.  This has nothing to do with that.  Behold:  Guatemala is a tech-savy city giving San Francisco a run for its money (via Bustle).

Some say that there are enough lists out there to be mentioned in at least one of them; make them long enough and you’re bound to figure somewhere in the ranking, right?  You would think that this reasoning applies to this list, however I can honestly say that it fits perfectly with what I’ve witnessed in Guatemala City: the UVG Campus Tec and the surrounding area in Zona 4 has really gained momentum as a tech hub.   There’s a palpable vibe as you walk around down there.  It’s fascinating to see how the area has morphed from a commercial neighborhood, to a bohemian hotspot, and now to a nascent valle de silicón, Guatemala style.

I highly recommend to anyone who’s down here to check it out.

Jason Steele

November 13th, 2014

We’re Moving!

Our transformation to Explico is almost finished.  We’re very pleased to announce that Explico’s launch will be accompanied by a substantial refresh of our office.  From December 2014 we’ll move our operations to a new office in Guatemala’s Silicon Valley in Zone 4.

In a way, we’re going back to our roots.  Before constructing our own building in Zone 14, our offices were less than a block away from where we’ll be moving to in Zone 4.  That was way back in 1984!  So now, after 30 years, we’re back to our old and reinvigorated neighbourhood.

Zone 4 has all the ingredients that Explico is looking for.  The place is fresh and with a techie vibe that fits in perfectly with our future plans.  The talent pool is deep. The infrastructure is leaps and bounds better than that in Zone 14.  It’s also more conveniently located for deploying fieldwork in Guatemala City and beyond.  It even has more parking!

In short, it’s a perfect fit.

Does the move mean we’ll change our research platforms?  Absolutely not. We’ll continue providing the best ad-hoc market research to our partners in Central America and beyond… But now we’ll do so within a more agile, dynamic and technological framework.

Look for more news in December!