Ethnography applied to business and marketing research

She has a degree in Psychology (1986) and in Social Psychology (1988) from the UCM, and has completed advanced studies in Hispanic Philology and Anthropology. She also obtained a certificate in Dramatic Interpretation (Claudia Fres Studio) approved by the Actors Union.

She has been dedicated to social and market research (qualitative specialization) for 29 years. She is currently Director of Qualitative Projects and Head of the Ethnography area (in development), within the Analysis and Research Group. Between 2002 and 2011 she held the position of Qualitative Division Manager at GfK ad hoc Research, where she created the company's portfolio of online and offline Qualitative Models. She has also been an associate consultant at Inmark Estudios (2002), qualitative director at DATA (2001) and head of New Markets and Research at Grupo Anaya (1997-2000). She began her professional career at Metra Seis, where she worked as a qualitative technician and head of studies (1986-1997).

He has written several publications on qualitative methodologies in different professional and academic environments (Club de Dirigentes de Marketing, AEDEMO, GfK Academy, UA de Sevilla, Antropología Social de UNED, etc.). As a teacher he has collaborated with various organizations: Madrid Chamber of Commerce, UCM, UAM and is an associate professor at ESIC, Madrid headquarters. She has conducted ethnographic studies both independently and in collaboration with various organizations (ICI, Universidad Pontificia del Perú, Fundación Xavier de Salas), and for the last three years she has been conducting an ethnographic study on the Neanderthal site of Pinilla del Valle and its transdisciplinary team of professionals (team of J. L. Arsuaga, A. Pérez and E. Baquedano).