Services & sectors
What do I do and what can I offer?
Fieldwork and analysis of results
I offer fieldwork and analysis of results to market research companies, marketing consultancy companies, NGOs and public institutions, but I also have a network of contacts for the recruitment of participants, booking of field locations, hiring of translators and note-takers. Counting on reliable partners allows me to offer a comprehensive service.
International experience offline and online
I can do traditional (offline) or online fieldwork in Spanish, Catalan and English (that is, with foreigners in Spain). I have done fieldwork, workshops and presentations all over Spain and Europe (Portugal, France, Italy, Belgium, England, Germany, The Netherlands, Switzerland, Norway, Greece, Turkey, Ukraine and Russia), in America (Mexico, Chile, Dominican Republic, Brazil, Puerto Rico and Miami) and Asia (Indonesia and China). When I am in a non-Spanish speaking country, I do not moderate the sessions, but follow the fieldwork with a translator. I can also write the discussion guide and the participants’ recruitment questionnaire on demand.
In relation to the field work, I am extremely respectful with participants’ right to privacy. I do not record any data that might elicit participants’ identification. And I am also very careful with the confidentiality of the clients’ information.
Debriefing and presentation of results
Once the fieldwork is finished, I usually meet with my client (market research company) for a debriefing of the results. I then write a report that fits with the research proposal that was approved by the final client (brand). Finally, at a client’s demand, I participate in the presentation of results or in workshops with the final client (brand). I can write reports and do the presentations and workshops in Spanish, Catalan or English.
Specialties within qualitative research
Studies with children
I specialize in the following types of study
The objective is to delve into the needs, barriers, uses, attitudes, etc. regarding a particular product category and brand. At the end, I detect and describe consumer profiles to redefine the target and improve the communication and marketing strategy in general.
I explore the knowledge of a particular brand, its DNA, the imagery its history has created in the mind of consumers, the benefits it provides, its positioning regarding competitors, SWOT analysis, etc. The final objective is to develop the most suitable positioning for the brand, taking into account its competitive context.
Concept, product, brand extension, packaging, communication, licensing test: I study the perception, understanding, appeal, differentiation, etc. of the tested materials in order to determine their fit with and impact on the brand and the target.
I have experience in virtually all sectors
Product categories: food and drinks, body care, house cleaning, cosmetics, furniture and decoration, clothes and complements, sports, toys, books, household appliances and electronic devices, among others.
(Final) clients: Coca-Cola, Pepsico, Unilever, Nestlé, Danone, Mondeléz International, Puleva, Sara Lee, Indofood, TigaPilar, Campina, Heinz, Grefusa, Sunny Delight, La Bella Easo, Florette, United Biscuits, Gallina Blanca, Bicentury, Old El Paso, Protect & Gamble, Colgate-Palmolive, Johnson & Johnson, Reckitt Benckiser, Tena, Corega, Lancôme, Yves Saint Laurent, Estée Lauder, Clarins, Puig, L’Oreal, Ralph Laurent, Oriflame, La Maison de la Literie, Tuinbow, Mango, Levi’s, Clarks, Nike, Reebok, IMC Toys, Editorial Planeta, Bosch, Samsung, HP, McAfee, Sony.
I have worked with GPs, specialists, nurses, chemists, stakeholders, caregivers, patients, veterinarians and animals owners.
The studies have focused on oncology, psychiatry, endocrinology, pulmonology, rheumatology, dermatology, orthodontics, ophthalmology, veterinary. The studies were about conventional medicine mainly, but I have also participated in some studies regarding homeopathy.
Laboratories I have worked for (as final clients): Amgen, Almirall Prodesfarma, Chefaro Española, Omron, Lundbeck, GSK, Sanofi Aventis, Boehringer Ingelheim, UCB Pharma, ViforPharma, Abbot, Novartis, Astra Zeneca, Pfizer, Shire, Bayer, Merz, Merck, Leo Pharma, Novo Nordisk, Orexigen Therapheutics, Wyeth, Roche, La Roche Posay, Nycomed, Astellas, Nicox Pharma, VisuFarma, Celgene, Eli Lilly, Novozymes, Invisalign, Heel, Virbac.
Product categories: electric cars, cars, minivans, SUVs, accessories.
(Final) clients: Audi, Peugeot, Renault, Citroën, Seat, Hyundai, Mahindra.
Product categories: mobile phones, apps, radio stations, TV channels.
(Final) clients: Vodafone, Movistar, Orange, Amena, Ericsson, Nokia, TV3, Catalunya Ràdio.
Product categories: leisure, state agents, insurances, banks, recycling, nuclear waste, malls, petrol stations, solar power.
(Final) clients: Disneyland Paris, Fundació Futbol Club Barcelona, Agència Catalana de Turisme, PokerStars, Amadeus, Alcaidesa, Nuñez y Navarro, Zurich, Axa, VISA, Banc Sabadell, Barclays, Ecoembes, Enresa, L’Illa, Plaza Imperial, St. Cugat Centre Comercial, Maremagnum, British Petroleum, SunPower.
Alcohol and tobacco
Product categories: beer, brandy, rum, cigarettes, cigars, snus.
(Final) clients: Heineken, Carlsberg, Miller, Desperados, Osborne, Bacardi, Philip Morris International, RJReynolds Tobacco, Japan Tobacco International, British & American Tobacco, Swedish Match.
Product topics: ecology, new technologies and children’s protection, social rehabilitation, drug dependence, AIDS, labour relations, religion, political opinion.
(Final) clients: European Commission, University of Hamburg, Ford, Catholic Church.
“Working with Lluïsa has always been a real pleasure. I do it with my mind at rest, as I know the project is in the right hands due to her years of experience and her capacity of understanding the needs of each project and each client. Lluïsa is a safe bet.”
Silvia ArtiñanoManaging Director
“Luisa has been a focused, attentive, positive and hands-on researcher to work with. Even when continuous changes in methodology demanded flexibility, her sharp character was refreshing and a pleasure to work with.”
Alice SchimmelpenninckResearch & Strategy Manager
“Lluïsa to me is one of the best qualitative researchers I have ever met. She combines psychological deep understanding with business sense. She is a good listener and an entertainer while moderating, without ever losing the focus on the objective of the sessions. Her reporting after thorough analysis is always sharp and adds a meaningful interpretation to what has been said.”
Moniek TersmetteBusiness Humanizer & Partner
“I started working with Lluïsa Fernández more than 10 years ago, and during that time I have been able to get to know her very well, both at a professional and a personal level. She truly became a crucial member of our team in the projects we did together. I connected with her from the very first moment. I realized I had found the person that fitted with our company profile and with our level of demand –which is not low. Intelligent, reflexive, rigorous, hard-working, enthusiastic and, over all, a great person, honest and transparent and with a subtle sense of humour. She is a fantastic moderator with a great analytical capacity. I’ve tried to hire her for Synergic on several occasions, but she always politely declined… So I’m happy to count on her as our favourite freelancer.”
Elena BrustengaFounder and Director
Synergic research & consultancy
“Making up a team with a freelance qualitative researcher is not simple. Lluïsa is a fantastic exception. Apart from being a great professional, she is collaborative, flexible and chameleonic. Not only is she a part of the team, but clients feels her as part of their team, too. Those who work with Lluïsa know how important is to feel good. Even though the qualitative work requires time, devotion and a lot of patience, her repairing smile is a balm in the hardest moments. Her great professionalism goes before her. Her devotion makes her a better companion on the way”.
“Luisa is one of the best analysts I have the pleasure to work with. The depth of her analysis, her professionalism and sensitivity to get to the real motivations and underlying tensions of people, combined with her great energy, results in an outstanding job and a great working journey”
Gilda ZárateBusiness Humanizer & Partner