Lluïsa Fernández

Biography

LLUÏSA FERNÁNDEZ
MARKET RESEARCH HUMANIZER

Any aspect related to how people react and relate always fascinated me. And understanding why we consume or buy this or that also has to do with this interest in human behavior.

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Critical thinking and self-opinion

I was born in 1969 in Barcelona (Spain), a beautiful city open to the Mediterranean Sea. I went to John Talabot School, where half of the classes were taught in English and the other half in Spanish and Catalan. In that school I received a forward-looking education that encouraged reasoning and critical thinking. At the age of 14 I decided to study Psychology because I was fascinated by all aspects related to people’s reactions and relationships. Now, being in my 50’s, I am glad to have achieved some incipient wisdom about the different dimensions of human affairs.

Perseverance, sensitivity, creativity and analytical skills

During my childhood and adolescence, I went to the Conservatoire of Music of the Lyceum and received musical training there until I obtained my Diploma as a piano teacher. Achieving this qualification involved a lot of hard work and perseverance, but I am glad I did it, as it helped me to develop a greater sensitivity, creativity and analytical skills that I find very useful in my professional and personal life. Then I switched to percussion and have been doing workshops on drums, djembe, darbuka, handpan, timpani, body percussion, tap dancing... I must admit that I can't live without music!

Degree and master

After getting my degree in Psychology in 1992, I did a master in Psychopathology, because my first purpose was to become a Clinical Psychologist. This master was focused on children and adolescents, and I worked as a Children Psychologist for a while. I also worked as a Piano Teacher in a music school and as an Extracurricular Teacher in a variety of schools, developing my pedagogical skills by teaching kids, teens and adults.

Postgraduate

Following that master I did a couple of postgraduate courses, one in Group Dynamics and the other one in Family Therapy. I also received specific training on Emergency and Disasters Psychology, which gave me a plus in understanding people’s reactions and relationships, but also the ability to react to the unexpected (more or less) properly.

Qualitative market research

However, my career took a major turn in 1999 when I started working at Censydiam (Ipsos) and got deeply involved in qualitative market research. This led me to discover a new and fascinating world where I could develop all my skills, from empathy to behavioural analysis. Working at Censydiam largely made me the professional I am today. I received all the training and support I needed at the Censydiam Institute in Antwerp (Belgium). The Censydiam Institute gave us a very consistent and powerful fieldwork methodology and theoretical framework for analysing data, which allowed us to gain a deep understanding of consumer motivations in order to provide consistent and actionable recommendations to our clients - such as Coca-Cola, Heineken or Unilever. During that time, I used to prepare and present conferences at AEDEMO and KID POWER, give workshops in Barcelona and Antwerp, train junior researchers and became Senior Analyst and Head of Kids & Teens Research for the South of Europe.

Market Research Humanizer

But in 2006 I felt the need to become a freelancer and became self-employed. Since then I offer my services as Market Research Humanizer to innovation and design thinking consultancies, market research institutes, marketing consultancies, NGOs and public institutions. Fortunately, for 20 years I have had the opportunity to conduct qualitative research all over the world, particularly in Europe, Latin America and Asia, which has satisfied my interest in exploring and understanding consumer attitudes and behaviours in different cultures, and which I miss a lot since most of the field has moved to the online world.

Specialization in innovation

After some years I moved to Research International (TNS), where I worked as an Associate Director and developed and led the Qualitative Department in Barcelona. During that time I managed a small team of researchers and had to face all the challenges that a project involves, from the briefing with the client to the presentation of results. But, above all, working at Research International allowed me to specialize in Innovation thanks to the valuable training and supervision provided by Gayle Moberg and the SuperGroup ® methodology.

Freelance Market Research Consultant

In 2006 I decided to become an independent Freelancer. Since then I offer my services as a Market Research Consultant to market research companies, marketing consultancy companies, NGOs and public institutions. I feel very lucky, because I work as a qualitative researcher all over the world, particularly in Europe, Latin America and Asia, which gives me the opportunity to explore and understand consumers’ attitudes and behaviour across cultures.

Associate Professor at Elisava

I am particularly interested in Innovation and Co-creation processes. In relation with this, I’ve been working as an Associate Professor in two Masters at Elisava (Barcelona School of Design and Engineering -Pompeu Fabra University) during eight school terms (2013-14 till 2020-21). During these years, I’ve been helping young entrepreneurs to develop their projects in a wide variety of fields, which was particularly satisfying to me, as I love working with youngsters and creative people.

I+A and COPC member

I am a member of Insights + Analytics (National association for marketing, economic and social research) and COPC (Professional association of psychologists).

“Qualitative research has led me to discover a fascinating world in which I can develop all my skills.”
Lluïsa Fernández
MARKET RESEARCH HUMANIZER
lluïsa