our story so far…
Founded in 1998, ours is a specialist qualitative agency placed in the heart of Madrid, easily accessible for international visitors.
We are members of Aedemo, Esomar and QRCA.
All our staff have been through higher education and hold post-graduate and/or masters degrees, encompassing a range of educational backgrounds including sociology, psychology, education, linguistics, and business administration, bringing a broad range of perspectives to our research processes.
We also collectively speak Spanish, English, Galician, Italian, French, and Hebrew with some German and Japanese.
…because… isn´t it nice when things work?
In order to make things work we have to keep in mind all those things that make us human beings, the way we think and how we act and feel.
Those are the insights, those little big things that kualitative reveal.
In a world where uncertainty is certain, experts on knowing what to do when nobody knows what to do, are needed.
…there is so much to be done!
We are living in the age of collaboration. The history of the XXI century will be people working together, sharing, building… in spite of barriers of religion, language, culture, nationalism… etc.
There´s never has been so much collaboration, community and individuals alike are of great importance!
And that is what kualitative is about… it is about individuals, about people, persons, improvisation, chaos… and we might be not interested in chaos but definitely chaos is interested in us!
the big picture!
Think about products, think about services, about clients, brands, people, think about context, think, think, and think… that is the key to do good kualitative.
We do not believe in standardized work routines. The work will depend on local conditions, available resources and unique specifications of every project.
Charging for thinking it right, rather than charging for doing a lot; have the courage to say “less”, focus without losing the overall view.
Stop scraping the surface, go deep, the deeper you go the more likely you´ll discover something of value.
We can SEE the bird´s flight, WATCH it for observation or FEEL that we are flying with that bird!
That´s the attitude…! Being the other, share their experience, participate in their world.
In empathy there´s only truth, there is no judgment.
The first premise of a good kualitative is to know how to listen and not take anything for granted!
It's not what we look like from the outside but what we look like within!
A varied group of people that decide to form a community with the dream to create a place of connection to other “little stories”, friends, strangers, clients and colleagues.
Little suppliers of great projects, and those little big stories help to build our story.
our story is our message!
Experience becomes, in the end, our best and most finely-tuned knowledge which project after project we put into practice to improve our work.
For us kualitative research should never break away from its origin, professional rigor and analysis.
Trying to standardize everything would make us loose cultural richnes, and if we are not aware of what we loose, anything we might gain will be worthless!
do not wait; the time will never be “just right”
start where you stand, and work with whatever tools you may have at your command, and better tools will be found as you go along!
C/ Fuencarral, 100 3ºA
+34 913 194 729
+34 678 932 426
+34 913 194 729