Role of market research applied to the development of digital portals for healthcare professionals
By now, we all know the importance of digital, and the digital acceleration in which we have been immersed since the COVID-19 crisis began last March. However, we ask ourselves a question: How to get health professionals, doctors, pharmacists, nurses, etc. are interested in our content and initiatives, at a time when we cannot count […]
Since when and why does CX have its own entity, beyond market research?
I had been constantly hearing about CX or customer experience for some time, as a new science. I, as a qualitative market analyst, had always analyzed experience as one more item. What had happened that he was now gaining such prominence? With that doubt in mind, I went to the CX Xplorers event organized by […]
Freelances and startups, the perfect marriage?
The multiple events on open innovation that I attended during the Barcelona Tech City week resulted in a few meetings with startups at Pier01, as a freelance design thinker and qualitative market analyst. Before going in, I had a coffee in the building’s cafeteria, and I was surprised to see young entrepreneurs talking with business […]
Women in Big data… and the small data?
The event this past March 2020 was great, the first edition of Women In Big Data at the Cisco Co-innovation Center in Barcelona, with the collaboration of Núria Jordi from Cisco, María de Olano and Anna Closas from Salesforce, and Nahia Orduña from vodafone Learnings: 1) We are in the 4th Industrial Revolution, which has […]
My brain is my software
Currently, as a qualitative market researcher and design thinker, my brain is my software. I have been thinking about the present and future of qualitative research for a long time, given the constant advances in AI that will increasingly improve software to analyze qualitative information. In the last talks I have attended, they have recommended […]
Is there innovation without research?
Have you heard of the Overcome Driven Innovation (ODI) methodology, a way of applying the somewhat more well-known Jobs to be done (JTBD)? Today a client has asked me to apply this innovation methodology and I must admit that I did not know it. I have talked to all my contacts in Design thinking and […]
Warm up and energizers for remote Design Thinking
I loved this energizer that Mural proposes to activate the participants of a long online Design Thinking session. Recognize the sound: Here is a link to a free BBC sound file: http://bbcsfx.acropolis.org.uk/ And for the warm-up, I prefer: a) For teams that are not previously known: Draw your neighbor: 1) Assign each team member someone […]
My alphabet of qualitative market research:
A mind blowing attitude analysis. B for briefing, bulletin boards and brainstorming with a sandwich. C for coordination of recruitment by classification, purchase and consumption criteria. D for the SWOT deadline for the debrief. E of special study with ethnographic interview. F for focus groups on facilities. G for perk and gifts. H from hola@instituto-guay.com […]
Software for computer-aided qualitative analysis (CAQDAS) or “head” analysis?
This is the second time that a university professor has asked me for a study / talk that includes a program / software for computer-assisted qualitative analysis (Computer Assisted/Aided Qualitative Data Analysis Software – CAQDAS), such as Atlas.ti or Nlive. And in both cases, I have commented that, although I know them, I do not […]
What does qualitative marketing research sound like?
A few months ago, I commented on Linkedin that I wanted for my profession a characteristic sound like sharpeners have. The responses were most imaginative and evocative! Aitor Urquijo opted for an oxymoron, the sound of silence: «the sound of the word and silence… a market, a doctor’s office, a bar… and the one who […]
