Victoria Scarpato Bravo

Qualitative market researcher, design thinker, strategic planner and curator freelance from Barcelona (Spain)

Is there any way to reduce the great distance that currently exists between professional market research services and startups?

Barcelona, October 2018.

Research Rally Barcelona 2018 at Barcelona Activa

It was a while since I wrote an article, and this is because I only write when I have the feeling that I have seen things from another point of view or learned something. And that’s what happened to me the other day in the ESOMAR Research Rally Barcelona 2018, held at the headquarters of Barcelona Activa (Spain). I left with the batteries charged and eager to do things.

The event consisted in bringing together 6 startups with market researchers who, through a one-day marathon session, had to solve the challenge, through market research, of the startup with which each one had decided to pair.
Beyond the stimulation of the practical and participatory nature of the event, and the presence of researchers from different countries, what I found most inspiring was the contact with startups. And to see a possible way to have a relevant and viable relationship with startups at the level of market research.
Contact with startups is always stimulating for me, probably because the entrepreneurial profile of startups is usually young people, very educated, without any prejudices or complexes, very launched and wanting to eat the world.

But he said that, in addition, I ended the event with a positive and hopeful feeling about the relationship between traditional market research and the always ground-breaking, or as we now like to say, disruptive startups.

On a previous occasion it was not like that. That time I had gone to give a talk about market research to students of a master’s degree in entrepreneurship in startups. But, that time my conclusions were quite hopeless, since preparing the talk I discovered that startups did not hire market research, but they did it themselves, without any kind of expert tutelage, using the Lean Startup system, which we can summarize as: Launches and implements your intuition (since the cost of doing it for a mobile application is usually nil) and the market will tell you if you’re on the right track or not. ¿Investigación de mercados en startups, spin-offs y empresas innovadoras y de base tecnológica (EBTs)?

On the contrary, this time I discovered a way to present market research in an attractive and affordable way for startups. Not only affordable at the cost level, which is the main problem that these tend to have in order not to hire research, but also at the level of time spent and the involvement of the startup itself in the process, elements that for them seem absolutely essentials.

How to do it?:
1) Do not go with the budget aheadNot only do they not usually have a line assigned to market research, but they also do not like to interact with people who simply maintain a consultative and commercial relationship with them. They look for partners that feel part of the project at a much deeper level than we usually establish with the companies we usually advise. We must become part of the project.

Gemma Prenafeta (@SharifyApp founder), Victoria Scarpato (Freelance qualitative market researcher) and Tugba Ankay (Brand and Business Insights Manager – Europe & Africa at Brown-Forman)

On the other hand, in order to reduce the initial costs, we could «bet» on the startup, as do the business angels (investors who provide financing and / or experience to the startups in order to obtain a future profit), and receive our economic retribution a posteriori, via shares of stock of the startup or receiving a percentage of the future income of the startup.

2) Distribute the research tasks. Where I really noticed that market researchers provided invaluable help to startups, it was at the moment of helping them to propose research, that is, to help them discover the relevant question, the problem, the challenge they had to solve through market research. And, secondly, logically, raise the questions correctly.

Simplification and clarification of the problem and alternative hypotheses
Simplification and clarification of the problem and alternative hypotheses

But the fieldwork, existing as they exist, free platforms (from the well-known SurveyMonkey for quantitative surveys, to Skype for interviews or qualitative groups) is perhaps something that can be left, in part, in the hands of the startup. The researcher would only supervise part of the fieldwork and then, logically, help them in interpreting the results. I see the risk, but I think you can try.

3) To diminish importance to the sample size: the clients to which we are accustomed to treat from the professional markets research, always demand to us high indices of confidence of the data. But how many times have we had the feeling that our clients cared more about covering their backs (having a report that supports their decision making) than not learning new things or rethinking the foundations of their business model? However, for startup drivers, the confidence index does not seem to worry them that much. They use research simply as another indicator, but they pay much more attention to their intuition and their way of seeing their company than to the results. The results inspire them, they do not determine their strategies.

Finally, the contact with the startups gave me another learning, but this time, in relation to the way to face the challenges. Something we can apply in our day-to-day work: not give things too many laps, launch and try ideas, accepting a certain index of uncertainty, and then, we will make changes if necessary. It seems a good way to reinvent yourself every day, do not you think?

IMG_20181005_200623 Victoria Scarpato Bravo

Qualitative market researcher and planner freelance from Barcelona (Spain)

Article also published at the RW Connect magazine for ESOMAR on 10-15-2018 ESOMAR Research Rally 3 Key Takeaways

Un comentario el “Is there any way to reduce the great distance that currently exists between professional market research services and startups?

  1. Gregoryroday
    8 julio, 2020

    Connect is the only integrated learning system that empowers students by continuously adapting to deliver precisely what they need, when they need it, how they need it, so that your class time is more engaging and effective. After thirty years, Medical Ethics has matured to where a collection of core writings in the field is now possible. The authors’ focus is on practical solutions to everyday whitewater mishaps. Being the only member to twice receive the prestigious Best News Source award from the Syracuse Press club, the author brings more than a decade of experience in the field of public information to present a logical and comprehensive book. This text introduces computational and mathematical techniques for modeling, simulating, and analyzing the performance of various systems. Solid/liquid/vapor interfacial phenomena, including the concepts of surface tension, wetting phenomena, disjoining pressure, contact angle, thin films and capillary phenomena, including interfacial balances for mass, species, momentum, and energy for multi-component and multiphase interfaces are discussed. The 14th edition reflects all the important events and innovations to affect global business within recent years, while including several new and updated technological learning tools. Taking Sides readers feature an annotated listing of selected World Wide Web sites. This text provides an introductory study of motor learning and control for students who aspire to become practitioners in exercise science, physical education, and other movement-oriented professions. The final chapters deal with the indispensable role of hormones in growth, development and reproduction. Molecular Biology, 5/e by Robert Weaver, is designed for an introductory course in molecular biology. FEATURESKey Points summarize the most important facts when managing each infection and facilitate board reviewGuiding Questions begin each chapterAn estimate of the potential severity of each disease gives you a sense of how quickly you should initiate treatmentNumerous case examples highlight real-world clinical application of the contentDozens of color plates depict major pathogensAll chapters have been updated to reflect the most current treatment and diagnostic guidelines from the Infectious Diseases Society of AmericaNEW! Antibiograms for each major antibiotic class provide a visual depiction of the spectrum of each individual antibiotic; a table listing the most commonly used outpatient antibiotics and their dosing; and much more Users who purchase Connect receive access to the full online ebook version of the textbook. For advanced undergraduate or first-year graduate courses in CAD/CAM, manufacturing systems, and manufacturing control in industrial and mechanical engineering departments. The most comprehensive, best-selling anthology of its kind, this two-volume survey allows students and instructors to choose among the most important canonical and less-familiar texts of the Western literary tradition in Europe and the Americas. The Sullivan Enhanced with Graphing Utilities series fully integrates the graphing calculator. Master the fundamentals of computer architecture with Schaum’s – the high-performance study guide. The practice of many instructors in the classroom is to present examples and have their students solve similar problems. Written with the non-major/allied health student in mind, Foundations in Microbiology offers an engaging and accessible writing style through the use of tools such as case studies and analogies to thoroughly explain difficult microbiology concepts. It also contains a condition assessment customer survey for a find/fix program. Practical, hands-on information related to operating, installing, troubleshooting, and servicing a wide range of electromechanical devices and systems is presented. The first and second editions of BIOLOGY, written by Dr. kl4ekd8s2l4s

    Me gusta

Deja una respuesta

Introduce tus datos o haz clic en un icono para iniciar sesión:

Logo de

Estás comentando usando tu cuenta de Salir /  Cambiar )

Foto de Facebook

Estás comentando usando tu cuenta de Facebook. Salir /  Cambiar )

Conectando a %s


Esta entrada fue publicada en 16 octubre, 2018 por .

Victoria Scarpato Bravo

Lunch: 11am - 2pm
Dinner: M-Th 5pm - 11pm, Fri-Sat:5pm - 1am

Introduce tu dirección de correo electrónico para seguir este Blog y recibir las notificaciones de las nuevas publicaciones en tu buzón de correo electrónico.

Únete a otros 1.066 suscriptores



Próximos eventos

octubre 2018
Inteligencia de Marketing, según Joaquín Ágreda

Sociología de compradores, usuarios y consumidores a partir del contacto personal para generar Conocimiento Estratégico (o Insights Accionables, si se prefiere la versión cursi): hablamos de diseño de investigación, Interacción Analítica, aplicación de algoritmos o interpretación de datos no estructurados. De QUÉ conocer de los clientes y CÓMO hacerlo, desde mi experiencia personal.

Anamnesis by Oana Popa Rengle

the magic of qualitative thinking


Les veïnes es defensen davant l'ofensiva urbanística!

Anna Forés Miravalles

Per seguir somiant

DTGroup Global

our global news blog

Brian Juicer Blog

A blog by BrainJuicer about turning human understanding into business advantage. Edited by Tom Ewing.

el nou safareig

L'espai exterior de l'escola com a espai educatiu

Un espacio de encuentro entre oferta y demanda en investigación social y de mercados


web obsoleta

Cuestión de Método

Un blog sobre técnicas de investigación social

Media Research

The Module Blog for M96MC

Articles collection.

Qualitative market researcher, design thinker, strategic planner and curator freelance from Barcelona (Spain)

Escola de les Emocions

Projecte psico-pedagògic adreçat a les escoles / AMPES per treballar les emocions, de cara a afavorir l'aprenentatge acadèmic

Antropología industrial

Las empresas son personas, las personas son cultura y todo lo demás

A %d blogueros les gusta esto: