What we offer

Qualitative market research

Our way of understanding qualitative market research is characterized by placing special importance on the following four stages

1º. Planning

It is common for a client to call us asking us to “conduct some focus groups”. But that would be putting the cart before the horse.

2º. Setting up

If you ask the wrong person, you will come to the wrong conclusions.

3º. Fieldwork

The insight may be in what they say, feel, think or do

4º. Analysis of results

The client is invited to participate in the search for clear and actionable ideas.


It is common for a client to call us asking us to "conduct some focus groups". But that would be putting the cart before the horse.

Before deciding on the optimal methodology, i.e. HOW the research will be carried out, there are some previous steps that we consider essential: a proper formulation of the problem, which in turn allows an appropriate definition of the research objectives, i.e. WHAT will be investigated, WHO will be investigated and WHEN it will be investigated.

For this we place great importance on the initial briefing with the client, where they explain their needs, as well as their timing and resources. Because the choice of methodology is based not only on its suitability for meeting the objectives, but also on its ability to do so within a given timeframe and mobilizing specific resources.

In any case, the chosen methodology will always take into account the four dimensions that explain people’s behavior: what they SAY, DO, THINK AND FEEL. So, if, for example, we opt for focus groups, where DISCUSSION comes first, we will complement this with projective techniques to address what people FEEL and THINK, as well as with a preliminary work journal in which we can observe what they DO.

Setting up

If you ask the wrong person, you will come to the wrong conclusions.

Selecting the people who will be the research target of the study is no minor task. Whether you start from your own or your client’s database, or recruit in open or even creative ways, developing an accurate recruitment filter is the basis of good research.

Because in order to recruit true pet lovers, maybe you shouldn’t ask them if they love their pet (who would say no?!) but what they gave their pet last Christmas.

In addition, closely monitoring the sample recruitment process, detecting which elements are problematic and reformulating the necessary variables, not only ensures better recruitment, but also often allows you to gain significant insights even at this stage of the study.

Because the process of finding the target audience for research is also a source of information that many overlook.


Insight can be in what people say, feel, think or do.

Fieldwork begins with the preparation of a detailed Discussion Guide, although the art of interviewing goes beyond following the guide. When the problem to be solved is clear, it is vital to go beyond the guidelines to explore any idea that arises. It is also important to avoid projecting, making assumptions or taking issues for granted. And to be sure to create a climate that invites everyone to participate, ensuring that they don’t feel judged or intimidated by others. Obviously, detecting underlying causes is a must.

However, even if all these requirements were met, what I consider to be the most important and complex aspect of good fieldwork would still be missing: detecting insights. For this, the experience and skills of the moderator are essential, because insight is subtle.

As Tom Kelley (CEO of the innovation company Ideo) said, insight could be defined as ‘vujade’: “Vujade is the reverse of déjà vu: when something you have experienced hundreds of times suddenly feels like the first time.”

Analysis of results

The client is invited to participate in the search for clear and actionable ideas.

I support and encourage my client to observe fieldwork. Not only is it a unique opportunity to hear and see live what your audience thinks, but it also allows me to debrief with the client as soon as the fieldwork is finished, in order to jointly analyze the main results. This is a very useful way to take advantage of the client’s knowledge and to compare and agree on the main lessons learned and possible future courses of action.

Analytical skills, especially developed in profiles like mine that originate from a philosophy background, allow me to analyze in depth the ‘why’ of things, without being intimidated by complexity, as well as to synthesize ideas in a clear and actionable way.

Because a Performance Report should not be an information dump, but a clear ally for decision making.


Since people buy based on feelings, and only later use reason to justify our purchase, various methodologies and techniques are needed to access what consumers say, feel, think and do.


Face to face

  • Discussion groups or group dynamics
  • Working groups
  • In-depth personal interviews


  • Online forums
  • Online communities
  • Online discussion groups or group dynamics using webcams
  • In-depth telephone interviews
  • In-depth computer-assisted telephone interviews
  • In-depth online interviews using webcams
  • Mobile qualitative

In office

  • Documentary research
  • Qualitative analysis of social networks



  • Face-to-face ethnographic interviews
  • Mobile ethnography: an evolution of ethnographic interviews, where the participant uses their cell phone to document tasks as they occur (video diaries, snapshots, …)
  • Pseudo-purchase/in-store observations



Neuromarketing: eyetracking, EEG (electroencephalography), GSR (galvanic skin response), facial analysis/non-verbal language analysis

Types of study

For some time now, when it comes to research, we have not differentiated between the online and offline worlds, since consumers have been integrating the two spheres for a considerable period. Some types of qualitative studies that we carry out are:

  • Studies of attitudes, uses and motivations/barriers to purchase and consumption both on and offline.
  • Pre-test and post-test of product, communication, packaging, price, concepts, mock-ups (animatic, storyboard, layout…)…
  • Customer satisfaction and customer experience test (CX)
  • Website usability test: UX (user experience) and UI (user interface)


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Duración: 2 semanas



What our clients say

Victoria stands out for her ability to analyze and see beyond the anecdote in qualitative studies. Her involvement and her great professionalism ensure that you obtain relevant information. She is a sure value in any team.

Isabel Bravo Edo

Associate Partner
Optimum Ventas
Business Consulting

Victoria has her finger on the pulse in any group. We’ve been working together for a recurring series of focus groups and her ability to get people to open up with quotable responses that go right into the report is very impressive.

Ross Denton

Research Director
Jigsaw Research
International strategic insight agency

I have worked with her directly for my projects. She is extremely professional, accommodating as per client updates. She is very good at her work and her moderating skills are great!! It’s always a pleasure to work with her

Arunima Banerjee Sharma

Project Manager
Video platform for insights and empathy