The objective of this project was to understand the cultural perception and relevance of fried notes for Mexican consumers.The methodology: Ethnographic immersion, street scouting/decoding, culinary research. The output: diverse anthropological cues for fried note relevance and creation of hypothesis to validate and qualitative drivers/cues and lexicon to be used in the quantitative phase. Insights: Fried taste symbolizes a personal reward. Mexicans associate fried to special gathering moments.