Purpose:

The main goal of this paper consists in analyzing the potential of mixed methods used in the study of two agrifood systems: Iberian ham (Spain) and chorizo from the Toluca Valley (Mexico).

Research limitations:

Opposing cultural contexts that allowed different strategies to be used which sought not only to collect information from the diverse actors in each system but also face the methodological challenges that currently prevail. These challenges are linked to the diversity of the actors themselves and to the use of new technologies for data collection.

Methodological design:

To solve these methodological shortcomings, mixed methods have been implemented with the support of technological innovations.

Results:

Results allow us to verify that the employment of mixed methods is an excellent means for leveraging resources effectively and efficiently. In Spain, employing a self-administered survey enabled rural manufacturers to control the timing of their response. Regarding consumer results, these prove that collecting data via smartphone is highly recommended. In the case of Mexico, starting the research quatitatively allowed the building of trust, a factor which is critical given the levels of violence in Mexican society that generate mistrust and, ultimately, lead to a refusal to participate in academic research.

Findings:

The main contribution of this article is that, based on real and complex cases, it provides evidence of the potential and strategies to be followed for analyzing agrifood systems in a cross-cultural research. Mixed methods emerge as an excellent means for collecting data in global dynamics.

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