Associate Professor at Elisava

Apart from my activity in qualitative research, I am an Associate Professor at Elisava (Barcelona School of Design and Engineering – Pompeu Fabra University), where I give classes and workshops about Consumer Psychology and Qualitative Research Techniques in two international masters.

Master in Research for Design and Innovation (MIDI)

I participate since 2013-14 in the Master in Research for Design and Innovation (MIDI). This master’s degree combines two powerful disciplines in the pre-design process: trend research and co-creation techniques. It is focused on providing current tools related to qualitative and ethnographic research, interdisciplinarity and design thinking geared toward innovation processes applicable to society and industry. We see innovation as a process of continually addressing users’ real and changing needs in order to improve quality of life through products, services, experiences and new tools. Old patterns are re-examined and re-evaluated and prototypes are being boldly designed based exclusively on thorough research.

Master's Degree in Advanced Design Management, Strategy and Entrepreneurship (MADE)

Since 2016-17 I also teach at the Master's Degree in Advanced Design Management, Strategy and Entrepreneurship (MADE). This course has been designed by the Design, Strategy and Management team at ELISAVA and is being executed in collaboration with Rotterdam Business School. Design is more and more perceived as a complex management transversal activity in which user/consumers needs, market dynamics, and business strategies meet. Likewise, management methodology known as design management, as project development model for design professionals and as business model for creative firms, was not able to adapt itself to the changeable and dynamic flow of current markets. The necessity of planning new patterns demands a rupture with rigid structures and a tackling of more organic working methodologies, adaptable to changeable times and to new societies and emerging markets. This new planning must be focused on strategy and entrepreneurship with new thought preconceptions.

Teaching Testimonials


“I learned market research with her for a semester in ELISAVA. Since the first time I met her, I already told myself she was an incredible teacher. She knew how to teach and attract the students by giving some funny examples clearly. Not only a good teacher, but also a good researcher; she understood what we tried to explain from our mind and gave some suggestions to each person so well that made me know she had experience for a long time. Even though she taught us quickly sometimes, we could follow the topics from participation and sharing some ideas with her and our classmates, which is the best part of my experience.”

Amornrit Jermwiwat
Design Engineer & Industrial Designer Master in Research for Design and Innovation Think Twice Inc


“The classes have been a real inspiration, you can see that, apart from knowing a lot, you love what you do and this is the way you have conveyed it to us. Through these sessions I have realized the real importance of deepening and investing time and resources on understanding the users, apart from the complexity it involves. Thank you.”

Andrea Escribano
Master's Degree in Advanced Design Management, Strategy and Entrepreneurship Co-founder of KMON Coop

Irún - (Spain)

“Luisa is a dedicated professor who speaks clearly about what she does, and passes on her knowledge to assist young entrepreneurs to set up their business with the market research strategy. She was kind enough to give extra hours for the tutorship and one on one feedback in class, it truly helped me learn about the importance of the customer's perspective, and delving into their emotions as well.”

Soon Cho
Master's Degree in Advanced Design Management, Strategy and Entrepreneurship Creative Entrepreneur at The Secret Coffee Lab

Corea - Canada