Section ExperienceSpan 2008–presentUpdated November 2026

What I have done, for whom, at what scale

Consultancy, financial services, a company of my own, global employment.

The thread through all of it is the same job: turn a question from the business into a research design, get data that can bear the weight, and report it so that non-specialists can act. Figures below describe the size of the material handled. They are not claims about revenue.

§ 1 · Roles

Where I have worked

2022 – presentSpain · global remit

Atlas HXM

Market intelligence, research and analytics · global employer-of-record and contractor services

I work across Marketing, Sales, Revenue Operations, Product and Finance, turning commercial questions into research plans, datasets and reports. The work combines CRM data with digital-behaviour data, supplier data and official statistics, and covers markets, competitors, customers and the sales funnel.

Structuring a contact base that had grown without rules

Normalised the job-title and company-size fields of the CRM so that audiences could be analysed by role, size and sector, and presented the resulting segments with targeting recommendations.

A codebook for why deals are lost

Analysed structured and free-text loss reasons, designed a ten-category codebook, wrote a Python keyword dictionary for first-pass coding and proposed changes to how reasons are captured.

Demand and outcomes by country

Merged opportunity, company and support-ticket records, extracted the destination country from five separate fields with a dictionary of country names and aliases, and built demand, outcome and origin–destination views.

Comparable indices for work-permit difficulty

Designed two 0–100 composite indices, one for the difficulty of obtaining a work permit and one for refusal risk, with documented indicators, weights and rules for missing data, and built the spreadsheet model and an interactive prototype.

Primary research on international hiring

Designed the questionnaire, reviewed sample and fieldwork quality with an external analyst firm, analysed the results by cohort and wrote the findings for sales, marketing and a company report. A second wave followed.

Auditing what a campaign really produced

Rebuilt account- and contact-level timelines across the CRM and an intent-data platform to separate conversions a campaign originated from those it influenced or only coincided with, and reported the smaller, supported figure.

Also: competitor and pricing benchmarks ; ideal-customer-profile studies combining CRM, workforce and finance data; market sizing by scenario for a new product line; coordination of the company’s submissions to industry analysts; funnel and cohort analysis for management and board questions; and reusable AI-assisted research workflows with source tracking and verification steps.

2018 – 2022Madrid · Spain and Portugal

BNP Paribas Cardif

Market research and analysis for Iberia · payment-protection insurance, consumer finance and partner distribution

I ran research and market analysis for Spain and Portugal from planning to presentation: methodology, calendar, supplier negotiation, budget control, analysis and delivery to commercial teams, management and partners. I managed a team of two, a research budget of about €200,000 and around ten external suppliers.

Competitive intelligence for a product that resists comparison

Payment-protection insurance is sold attached to loans and recurring bills, and varies by distributor, cover, exclusions and price. I designed and put in place a recurring system to track competitors’ products, prices, conditions and sales tactics, and turned it into matrices and strategic reports.

Knowing a partner’s customers before the first meeting

Large surveys of people with credit, financing or recurring payments identified which companies they used, what protection they needed and what they would pay. From these I built customer profiles for each prospective partner and the tailored presentations and business plans the sales team took into B2B meetings.

Methods used here include segmentation, drivers analysis, price and willingness-to-pay research, product and concept tests, satisfaction studies and macro-economic and sector monitoring, in a regulated environment with sensitive data.

2012 – 2016Madrid · multi-country studies

Análisis e Investigación (Clover)

Senior market research analyst and project director · research consultancy

Full-cycle quantitative and qualitative research for large organisations: proposals, sampling and questionnaire design, coordination of fieldwork teams and suppliers, data processing, statistical analysis, reports and client presentations. Studies were run for the agency’s clients in energy, telecoms, pharmaceuticals, airlines, food and drink, cosmetics, fashion, car rental and leisure, among them Repsol, Iberdrola, Movistar, Vueling, Mahou–San Miguel, Beiersdorf, Pepe Jeans, Avis/Budget and Parques Reunidos.

Conjoint analysis for telecom offers

Surveys and conjoint models to measure interest in new services and the trade-offs between features and price, used to shape bundles and positioning.

Advertising across online and offline media

Cross-media tracking for a drinks group, measuring how exposure in traditional and digital channels combined to change brand image and purchase intent, at a time when few studies joined the two.

Finding a position for a car-rental brand

Qualitative and quantitative research with segmentation and conjoint to identify target segments, differentiating attributes and price trade-offs.

Blind product and sensory tests

At-home panels and blind comparisons of formulations for cosmetics and food manufacturers, feeding product development decisions.

2014 – 2017Madrid

SynAppsi

Founder · online psychological support by message, voice and video

I took the service from idea to public launch: user and market research, the service model, coordination of web and app development, marketing, operations and user support. I brought together a team of four psychologists and the platform won its first customers. It was built at a time when online therapy was still unusual in Europe, and it taught me what it takes to ship a product and not only to study one.

2008 – 2012Valencia · London

Earlier

Eurostars Hotels, London (2011–2012): customer and market research for a London hotel and its first structured prospecting of corporate clients. LOXAM, Valencia (2008–2009): support to recruitment, personnel administration, training and marketing.

§ 2 · Methods

Which methods, in which setting

A dot means I have used the method in that role on real projects. It is a record of practice, not a self-assessed score.

Research and analysis methods used in each role
Method	Research consultancy 2012–16	Own venture 2014–17	Financial services 2018–22	Global employment 2022–
Survey and questionnaire design	yes	no	yes	yes
Qualitative research: interviews, focus groups	yes	no	yes	yes
Customer segmentation	yes	no	yes	yes
Conjoint, pricing and willingness to pay	yes	no	yes	no
Competitor and price monitoring	yes	yes	yes	yes
Advertising and brand tracking	yes	no	no	no
Product, concept and sensory testing	yes	no	yes	no
Text coding and codebooks	yes	no	no	yes
CRM, funnel and cohort analysis	no	no	no	yes
Composite indices and multi-criteria scoring	no	no	no	yes
Market sizing and business cases	no	no	yes	yes
Taking a product to launch	no	yes	no	no
Managing people, budgets or suppliers	yes	yes	yes	yes
AI-assisted research workflows	no	no	no	yes

People, budgets and suppliers: fieldwork teams and suppliers in consultancy; a team of four psychologists at SynAppsi; a team of two, a budget of about €200,000 and around ten suppliers at BNP Paribas Cardif; supplier relationships and technical evaluation at Atlas HXM.

§ 3 · Background

Education, training, languages and tools

University degrees

Licenciatura in Market Research and Marketing Techniques
Universitat de València. Applied statistics, market research methods, micro- and macroeconomics, causal and mathematical models in marketing, consumer behaviour.2009–2011
Licenciatura in Psychology
Five-year degree. Scientific method, statistics for research, social, economic and consumer psychology, psychology of decision-making.2004–2009

Languages

SpanishNative
EnglishWorking language · C1 (self-assessed)
Portuguese, FrenchBasic

Further training

AI in Healthcare, specialisation · Stanford University2024
Data Science · IBM2023
Data Analytics · General Assembly2022
Intermediate SQL · DataCamp2022
How to Manage People · IESE Business School2020
Statistical Analysis of fMRI Data · Johns Hopkins University2014

Tools

Excel, PowerPoint, HubSpot CRM, AI-assisted research (Claude, ChatGPT)Daily use
Python, SQL, R, Power BI, TableauWorking use
Eurostat, ILO, OECD and World Bank data; survey and intent-data platformsAs sources