Qualitative market studies

Lluïsa Fernández


The key to qualitative research is to know how to properly interpret the meanings that people attribute to products and how these meanings help them to relate to their environment and to project a certain image of themselves.

Work methodologies

  • entrevista en profundidad
    In-depth interviews

    They are interviews with individual consumers, users, shoppers or stakeholders that are done online (using any platform, such as Zoom or Teams), or in person (in research facilities or at their home) with the objective of understanding in depth their motivational profile with respect to the subject under study.

  • entrevista etnográfica
    Ethnographic interviews and netnography

    They are long interviews (two hours minimum) in the natural environment of the interviewee with the objective of getting to know their lifestyle, values and attitudes in depth and connect them with the subject under study. The method I use is the participant observation. I include an audio-visual report that illustrates the verbal content of the interview and works as support material in the written report
    On the other hand, I apply netnography to study the social reality on the cyberspace (social networks, communities and public forums) in relation with a particular product or brand.

  • focus groups
    Focus groups or discussion groups

    These are homogeneous groups of consumers, users, buyers or stakeholders in which I encourage spontaneous discussion around the object of study. This type of groups can be held in person (in research facilities) or online through some platform (Zoom, Teams, etc.).

  • grupos creativos
    Creative groups, co-creation groups or innovation groups

    They are homogeneous groups of consumers or users. The final client (brand) often participates in them. The objective is not to evaluate, but to create new products or concepts.

    To promote group creativity, techniques that stimulate lateral or divergent thinking are applied.

    A Sketch Artist can also join us to illustrate the ideas that come up.

  • comunidades online
    Online communities

    They are homogeneous groups of consumers or users that interact among them and with me through a platform. They can last some days or even weeks. They are especially useful to test products or services.

    I launch questions and activities to the community everyday, and I am in charge of making participants keep an optimal level of participation and answers, by providing group and individual feedback constantly.



Contact Phone

Phone.: +34 650 715 266

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