Brands want to grow, people want to be excited
And our creative research with people inspires brands to find ways to matter to them.
We develop research-based projects together with you
What we do
We connect you with people every step of the way in your brand construction.
UNDERSTANDING THE PLAYING FIELD
MEN BEAUTY AND GROOMING PRODUCTS
A manufacturer needed to lay the foundations to redesign their masculine range.
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We asked consumers to fill online diaries (through Revelations) in order to understand their personal experience. We visited POS to check the offer on the ground and we held focus groups discussions with mainstream and early adopter consumers.
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To finish, we held a workshop where the brand team designed the range keys based on critical consumer types.
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We asked consumers to fill online diaries (through Revelations) in order to understand their personal experience. We visited POS to check the offer on the ground and we held focus groups discussions with mainstream and early adopter consumers.
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To finish, we held a workshop where the brand team designed the range keys based on critical consumer types.
HUMAN TRUTHS
ENTERTAINMENT AND TECHNOLOGY
An innovation agency wished to gain fundamental knowledge on entertainment in order to sustain their proposal for tech clients.
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We worked with lifestyle pre-tasks and diaries on entertainment habits that fed in-home ethnographic interviews. We gained feedback useful to identify human constants. We held workshops as part of an iterative process aiming at the definition of insights.
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To finish, we held a creative writing workshop that helped us build the most exciting storytelling for our learnings.
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We worked with lifestyle pre-tasks and diaries on entertainment habits that fed in-home ethnographic interviews. We gained feedback useful to identify human constants. We held workshops as part of an iterative process aiming at the definition of insights.
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To finish, we held a creative writing workshop that helped us build the most exciting storytelling for our learnings.
KNOWING YOUR TARGET
PLEASURE SEEKERS AND CHEWING-GUMS
A leading brand in chewing-gums needed to understand their aspirational target in-depth to find inspiration for their brand planning strategy.
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We started by organizing mini-groups with brand’s heavy users in order to devise a behavioural profile. Later, we explored this profile through triads of very similar friends that were conducted in their homes.
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The final outcome was a video-pen portrait and the consumer insight proposal; the brand internally assessed the proposal’s potential.
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We started by organizing mini-groups with brand’s heavy users in order to devise a behavioural profile. Later, we explored this profile through triads of very similar friends that were conducted in their homes.
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The final outcome was a video-pen portrait and the consumer insight proposal; the brand internally assessed the proposal’s potential.
DESIGNING BRAND STRATEGY
MINERAL WATER REPOSITIONING
A leading brand in mineral water needed to update their brand platform to gain in relevance.
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Our starting point were learnings from the category’s previous stages, trends and their aspirational target. We held co-creation workshops where we worked with the brand and their communication agency to define the brand platform key elements. We worked on wording to draft a powerful copy.
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Our last workshop resulted in a final briefing proposal for the agency.
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Our starting point were learnings from the category’s previous stages, trends and their aspirational target. We held co-creation workshops where we worked with the brand and their communication agency to define the brand platform key elements. We worked on wording to draft a powerful copy.
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Our last workshop resulted in a final briefing proposal for the agency.
CREATING BRAND CODES
SLOE BRANDY UPDATE
A “pacharán” (sloe brandy) brand with a long-standing tradition of over 50 years wished to update their logo, bottle format and packaging design in order to make a comeback at coffee-time as a desirable and relevant brand.
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We held groups as part of an iterative design process through which the agency kept redefining their proposals as we gained learnings from consumers. Groups were workshop-type and participants could play with design elements.
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The winning proposal was clear and it managed to drive even non-consumers.
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We held groups as part of an iterative design process through which the agency kept redefining their proposals as we gained learnings from consumers. Groups were workshop-type and participants could play with design elements.
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The winning proposal was clear and it managed to drive even non-consumers.
INNOVATING & DEVELOPING PRODUCT PORTFOLIOS
INNOVATING WITH RYO TOBACCO
A global tobacco manufacturer wished to lead RYO growth trend through customization.
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We conducted the process in different stages. We started with the direct observation of consumption rituals in real context through in-home triads. Our learnings spotted innovation areas and nurtured a workshop where we devised and wrote product concepts.
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We finished by evaluating the proposals that had the greatest potential together with consumers.
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We conducted the process in different stages. We started with the direct observation of consumption rituals in real context through in-home triads. Our learnings spotted innovation areas and nurtured a workshop where we devised and wrote product concepts.
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We finished by evaluating the proposals that had the greatest potential together with consumers.
DEVISING & EVALUATING COMMUNICATION PLATFORMS
NEW FRUIT BEVERAGE
In order to launch a new fruit beverage category, the manufacturer needed to generate the brand’s communication territory.
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We began by establishing theme areas that were relevant to explore in internal sessions. Later, we generated insights from consumers through in-home interviews to their aspirational target. We defined the emerging communication territories through the insights, we wrote the concepts and we had our mainstream target to evaluate them.
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The brand team obtained a mobilizing communication territory with good potential for several campaigns.
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We began by establishing theme areas that were relevant to explore in internal sessions. Later, we generated insights from consumers through in-home interviews to their aspirational target. We defined the emerging communication territories through the insights, we wrote the concepts and we had our mainstream target to evaluate them.
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The brand team obtained a mobilizing communication territory with good potential for several campaigns.
NURTURING CREATIVE COMMUNICATION DEVELOPMENT
NEW LAUNCHING OF A FAMILY CAR
A car manufacturer was entering the family car segment and needed to assess the potential of several communication routes.
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We began with short personal interviews to gather spontaneous reacions and we later moved to group dynamics to analyze the creative idea in-depth and to optimize routes. Moreover, we contextualized the routes within the current category’s communication environment.
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The brand team managed to get a clear idea on the most powerful communication strategy, the most mobilizing creative idea and the best way to optimize the execution.
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We began with short personal interviews to gather spontaneous reacions and we later moved to group dynamics to analyze the creative idea in-depth and to optimize routes. Moreover, we contextualized the routes within the current category’s communication environment.
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The brand team managed to get a clear idea on the most powerful communication strategy, the most mobilizing creative idea and the best way to optimize the execution.
ACTIVATING DISTRIBUTION CHANNELS
SHOPPER FOR CHILDREN’S AND YOUNG PEOPLE’S LITERATURE
A textbook publishing company wished to expand into children’s literature and to create new reading recreational spaces at POS.
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We conducted in-home ethnographic interviews to understand the category and to learn from reading spaces at home. Then we went on a simulated shopping trip with child-parent duos. We conducted creative workshops in book stores to devise the new spaces.
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The publishing company obtained themes to be developed by age, keys to shelf organization and ideas to design spaces.
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We conducted in-home ethnographic interviews to understand the category and to learn from reading spaces at home. Then we went on a simulated shopping trip with child-parent duos. We conducted creative workshops in book stores to devise the new spaces.
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The publishing company obtained themes to be developed by age, keys to shelf organization and ideas to design spaces.
We’re better at some things than others. That’s par for the course
Our strengths
HUMAN
GEOGRAPHY
Basic anthropological and trend research to gain an essential understanding of targets and categories. You can’t navigate without a map.
LITTLE
BAND
Research with children, young people and families. Kids and teens are different and need a tailored approach. If a kid gets bored, you’re beaten.
Visit Little Band
THE MOMENT
OF TRUTH
Research on shoppers, distribution and point of sale. The difference between being the product with most and least standout on the shelf is 70% of shoppers. We rest our case.
WE HAVE
A PLAN
Research for brand strategy, planning and communication development. And for innovation. We’re excited by the future. After all, we’ll be spending the rest of our lives there.
How we do it
Total realism, collective intelligence, guidance for action. That’s what we advocate.
DON’T BELIEVE ALL THEY SAY
We engage people, giving them an active role and producing knowledge together. We know we’ll get more accurate results by analysing what they construct and project than from what they actually say.
AND IF WE TAKE IT ONE STEP FURTHER? OR TWO.
From research learning to practical marketing application, we’re right there with you all the way.
WE CAN’T DO IT WITHOUT YOU. AND YOU KNOW IT.
And we’re counting on you. After all, it’s your project and we need your insider knowledge. We’ll have coproduction sessions together. There’s no getting out of it!
NOW HOW CAN I PUT THIS…?
We’ll tell it like it is, getting straight to the point and bringing our findings to life.
But with lots of TLC.
But with lots of TLC.
So why not strike up the band:
this small team makes a big difference.
Big Team
We may play different parts but we all keep perfect harmony.
Perhaps we just like hitting the right note.
RESEARCH
ALBERTO SIDRACH
Managing Director & Partner
I’m a psychologist and I have been doing qualitative market research for over 20 years and I still love being able to get to know first-hand about the lives and experiences of a great variety of people, and shedding light on the meaning of both the little things in everyday life.
I believe that good qualitative research is the fruit of a fluid conversation between the researcher, the consumer and the client. Seeking a distinct and unique approach which must ultimately guide how best to endow the given brand with value.
BigBand is a place to keep discovering new conversations that will allow brands to grow.
I believe that good qualitative research is the fruit of a fluid conversation between the researcher, the consumer and the client. Seeking a distinct and unique approach which must ultimately guide how best to endow the given brand with value.
BigBand is a place to keep discovering new conversations that will allow brands to grow.
EVA PORRO
Research Director & Partner
One thing that clearly defines me is I like people and that shows in how I relate to others, a matter of great value when your job starts with listening to people. There is no better way than putting oneself in other people’s shoes to understand how they think, how they feel, what mobilises them.
That may be why I graduated in Sociology. A whole professional life in consumer research. And conducting it in the company of the BigBand team for the last years has been a luxury.
That may be why I graduated in Sociology. A whole professional life in consumer research. And conducting it in the company of the BigBand team for the last years has been a luxury.
ISABEL DOBLADO
Research Director & Partner
I have been working in qualitative market research since 1985. I have a degree in Psychology with a focus on Social and Clinical Psychology.
I am driven by a desire to gain an increasingly in-depth understanding of both individual and social human behaviour. Working in market research allows me to “listen” to consumers first-hand, find new meanings, work alongside clients, and discover new routes to help brands construct distinctive and winning positionings.
BigBand represents an opportunity to discover and bring value to our clients in the way that gives me the greatest satisfaction: personalised, engaged, with maximum dedication and alongside the team I trust and with whom I grow every day.
I am driven by a desire to gain an increasingly in-depth understanding of both individual and social human behaviour. Working in market research allows me to “listen” to consumers first-hand, find new meanings, work alongside clients, and discover new routes to help brands construct distinctive and winning positionings.
BigBand represents an opportunity to discover and bring value to our clients in the way that gives me the greatest satisfaction: personalised, engaged, with maximum dedication and alongside the team I trust and with whom I grow every day.
EDOUARD DE BIASI
Research Director & Partner
As a researcher, what most motivates me is being simultaneously an observer and a part of the on-going process of the creation of a culture based on consumption. That is, understanding the practices of people, how they see themselves and how they make sense of their actions and world. And, in so doing, how and why they turn to the material and symbolic trappings of the culture of consumption.
I have been working in marketing and research since 1995. I hold a degree in Business Administration and Management from HEC Paris, a Master’s degree in Social Communication Theory and Research from Universidad Complutense, and another Master’s in Market Research from UNED.
I have been working in marketing and research since 1995. I hold a degree in Business Administration and Management from HEC Paris, a Master’s degree in Social Communication Theory and Research from Universidad Complutense, and another Master’s in Market Research from UNED.
NATALIA SANTAMARÍA
Research Director & Partner
I thought I would be a journalist but I ended up in “qual”. Actually, both are quite close: being curious, discovering, telling stories, and most of all, building value for people. And so for brands, of course. Over twenty years in consumer research and never bored with it. I fully enjoy it, especially when working with kids and young people. I was so interested in them I came to study Pedagogy to provide more responsible and robust approaches.
On top of that, how could I get bored when I’m surrounded by our team, an ongoing source of learning, creativity and personal anecdotes.
On top of that, how could I get bored when I’m surrounded by our team, an ongoing source of learning, creativity and personal anecdotes.
MARÍA RAMIREZ
Research Manager
I am María. If I start telling you I studied Philosophy you will easily understand my romantic spirit and my passion for discourse and the knots of language, motivations and automatic behaviours.
After over twenty years in consumer research, I enjoy fieldwork and being in touch with people, learning from them satisfies my analytical mind. My own colleagues will say I have a hedonistic profile and, as such, I am always ready to enjoy a new project!
After over twenty years in consumer research, I enjoy fieldwork and being in touch with people, learning from them satisfies my analytical mind. My own colleagues will say I have a hedonistic profile and, as such, I am always ready to enjoy a new project!
BEGOÑA CEREZO
Research Manager
Looking in front of you is a good thing, but that is not always where interesting things are. When you have spent most of your professional life in consumer research, it’s not about what you studied but about what you have learned.
The world changes without asking, so you need to pay attention to all that happens; open to understand new expectations from clients and consumers, sharing those new experiences with them.
To live is to search, and doing so I was lucky to find the BigBand team, full of energy, professionalism, curiosity and who really enjoy and commit to digging the best solutions.
The world changes without asking, so you need to pay attention to all that happens; open to understand new expectations from clients and consumers, sharing those new experiences with them.
To live is to search, and doing so I was lucky to find the BigBand team, full of energy, professionalism, curiosity and who really enjoy and commit to digging the best solutions.
MIRA SÁNCHEZ
Research Manager
I am a Social Psychologist and have been working in qualitative consumer research for over ten years. I also have a background in psycho-educational work with young people from which I keep a strong belief in purposeful and responsible research. I am curious and perceptive, interested in social trends and how they impact in our consumer culture.
I have spent recent years in searching cultural insights to identify innovative opportunities for brands. I enjoy this job because I am always curious about understanding people in their context, what drives them and how they behave socially.
I have spent recent years in searching cultural insights to identify innovative opportunities for brands. I enjoy this job because I am always curious about understanding people in their context, what drives them and how they behave socially.
MIGUEL CAMPOS
Research Manager
I graduated in Social Psychology at the Complutense University of Madrid, and then in Social and Cultural Anthropology at UNED. Years ago, I came by chance to consumer research and I was persuaded.
I conceive qualitative research as a way of life, keeping your curiosity alert about all that surrounds you and the reasons why… that is the true value I see and cherish in our job. And I also love spending time with my kids, my wife, doing sports and music!
I conceive qualitative research as a way of life, keeping your curiosity alert about all that surrounds you and the reasons why… that is the true value I see and cherish in our job. And I also love spending time with my kids, my wife, doing sports and music!
Project coordination & logistics
HÉCTOR TORREALBA
Project Management Team Leader
I’m a journalist specialized in corporate communications and marketing with 10+ years in market research. Highly experienced in setting up and managing national and international qualitative research projects. Leading the Project Coordination team at BigBand is for me an exciting and inspiring experience, having the chance to interact with different cultures every day. I am a curious person, passionate about communication and how organizations interact with their audiences. Always ready to learn from others and share experiences.
MÓNICA PANCHO
Project Manager
I graduated in Sociology and specialised in Marketing and Communications, as well as Events Management. I have been working over fifteen years in marketing. I love organising events and projects where people bring together their different points of view. That is why I enjoy each new challenge at Big Band as an opportunity to move forward in qualitative research.
And I am also deeply fond of the sea and miss it so much in Madrid. Now I am rediscovering the world through the eyes of my little one.
And I am also deeply fond of the sea and miss it so much in Madrid. Now I am rediscovering the world through the eyes of my little one.
MARTA PERLADO
Project Manager
I studied Photography, which is my true calling in life. Since 1998 I have worked in diverse sectors and professional fields, and along the way I learnt how things should be done and how they should not be done.I landed in the area of market research in 2006. After various years of experience in the sector, I joined the BigBand team in 2012 working as project coordinator in Barcelona and helping with the logistics involved in those projects located in my city. Besides photography, I like travelling, the sea, the mountains, wine, haute cuisine and food & wine pairings…
MIGUEL AGUILAR
Project Manager
I’m Sociologist and I have a Master’s Degree in Marketing and International Relations. Big Band means a new challenge for me and gives me the opportunity to learn all about qualitative research, it’s very interesting to interact with people and discover what moves them. I think it’s exciting!
I also love travelling, it’s awesome to explore different cultures and get to know their people. I am keen on films and I read so much. As a football addict I like sports and, of course, making new friends.
I also love travelling, it’s awesome to explore different cultures and get to know their people. I am keen on films and I read so much. As a football addict I like sports and, of course, making new friends.
MAYRA PIÑATE
Network recruitment specialist
I have a background in journalism, working in multidisciplinary teams of corporate communications and marketing. I am driven by curiosity and that led me to specialise in International Relations and Social projects management. In consumer research, my job is reaching out for specialised and specific, hard-to-get profiles. Big Band is a source of experiences to me, and allows me to work as a team an innovate to deal with experts and consumers.
LAURA LIMÓN
Fieldwork Assistant
I graduated in Fine Arts and have a master’s degree in Cultural Management. So my background is mostly in management of both public and private cultural projects. I joined BigBand in 2018 to manage the logistics of the projects.
On top of reading, the movies and a good concert with friends, I enjoy Art and drawing as well as travelling to unknown destinations.
On top of reading, the movies and a good concert with friends, I enjoy Art and drawing as well as travelling to unknown destinations.
CARLOS LAGUNA
Fieldwork Assistant
I started to be interested in Social Quality Research while I was studying Sociology, since I found this type of methodology as the best way to know the social context smoothly. Still dissatisfied, I studied a Master degree in Applied Sociology in order to go in depth in the different social problems from an ethnographic point of view.
Finally, after a learning experience based on the Voluntary works with NGOs and Third Sector, I decided to focus on Marketing and Market Research, field which has always caught my attention.
I identify with the following words: ‘To get use to the strange and to be surprised with the familiar’.
Finally, after a learning experience based on the Voluntary works with NGOs and Third Sector, I decided to focus on Marketing and Market Research, field which has always caught my attention.
I identify with the following words: ‘To get use to the strange and to be surprised with the familiar’.
PAULA CALVI
Office Manager
I am curious and open-minded about personal and professional matters. Owing to that, I have skills in finance, management, sales, tourism and administration, which all together allow me to play my part at BigBand.
I really enjoy this job at BigBand where each project stands apart from the other, and nothing is ever the same!
I love travelling around the world and that led me to learn several languages, a wonderful way to enter a culture and enrich the visit of new places.
I really enjoy this job at BigBand where each project stands apart from the other, and nothing is ever the same!
I love travelling around the world and that led me to learn several languages, a wonderful way to enter a culture and enrich the visit of new places.
FINANCE
SANDRA FERNÁNDEZ
Finance Manager
With a Bachelor degree in Business Administration and Management, I have been working with BigBand since the first day of its inception, which has afforded me great insight into its market-research activities. Budget management is what I like most and even more so in an environment as dynamic, happy and motivating as BigBand’s. In my free time, I enjoy taking long walks, soaking up the sun, and exploring new places.
Reach out. We’ll be there
Big clients
Here are some of the brands which place their trust in BigBand
My money
Spirits
Connected
Around the table
Enjoy your drink
Luxury
Sweet home
In the aisle
Getting dressed
Bath & Co
Health & wellness
In class
Make yourself at home
Here we are
Welcome! BigBand is a cosy space designed for coming together, opening up and sharing.
You’ll find places of interest all around our neighbourhood: click here to know them
© BigBand, 2010-2018. Juan de Mena, 19, 1º Izda. 28014 Madrid (Spain) | +34 912 922 783 | info@bigband.es
The tough part is making it look easy