Research groups form the foundation of our university’s research activities. They generate the majority of our scientific output and spearhead competitive research projects and industry partnerships.
LIST OF RESEARCH GROUPS
Companies, Institutions, and Consumers in the Field of Digital Marketing and Technology (CICDMT)
The primary objective of the research group Companies, Institutions, and Consumers in the
Environment of Digital Marketing and Technology (CICDMT) is to deepen our understanding and
explanation of the transformative processes affecting marketing and the economy in the
digital age. This initiative is carried out through three main lines of research, each
aimed at exploring different fundamental aspects of this vast field.
The first line of research focuses on analyzing the marketing funnel in the context
of digital commerce, examining how digital marketing strategies and tactics influence
consumer behavior from initial awareness to the final purchase decision. This
area of study seeks to identify and optimize key touchpoints and interactions that
can improve conversion and customer loyalty on digital platforms.
The second line of research evaluates the return on digital marketing for both society and businesses, examining how digital marketing campaigns and strategies contribute to overall well-being and socioeconomic progress. Special attention is given to measuring the impact and effectiveness of digital marketing in terms of return on investment (ROI), brand growth, and its contribution to the creation of social and business value.
The CICDMT’s third and final line of research focuses on the adoption of innovation and disruptive technology, analyzing how new technologies are reshaping the landscape of marketing and the economy. This approach includes the study of acceptance and resistance to technology adoption by companies and consumers, as well as the impact of these technologies on the creation of new business models and the transformation of existing ones.
Through these lines of research, the CICDMT group seeks not only to generate cutting-edge academic knowledge, but also to offer practical and applicable insights that can guide companies, institutions, and consumers in adapting to and capitalizing on the opportunities presented by the digital age. With an interdisciplinary approach, the research group has established itself as a key leader in the study of the intersection between marketing, technology, and the digital economy, contributing significantly to the advancement of knowledge in these fields.
WISE AI Lab: Work, Intelligent Systems, and Employee Well-being
The WISE AI Lab: Work, Intelligent Systems and Employee Wellbeing group focuses on understanding how people experience the arrival of artificial intelligence in the workplace. It analyzes attitudes toward intelligent automation, trust in these systems, and how all of this impacts well-being, with a special focus on technostress, the pressure to adapt, and the fear of being left behind, among both employees and managers. The goal is to generate clear and useful insights that help AI integrate into organizations without causing resistance or burnout, but rather by delivering real value.
The group’s research builds on a solid track record in the areas of AI acceptance, ethical risks, algorithmic biases, regulation, digital transformation, and talent management. Building on this foundation, WISE AI Lab broadens its focus to people’s everyday experiences with intelligent systems, incorporating concepts such as AI FoMO, perceived control, AI-related ESG risks, associated with AI, and differences in adoption across user profiles. The research examines how these perceptions are formed, the role played by information and digital literacy, and how they can lead to acceptance, resistance, or tech fatigue.
In addition, WISE AI Lab aims to help companies, institutions, and other social actors translate these findings into training programs, communication strategies, and change management models. The goal is to enable organizations to implement intelligent technologies without neglecting people, promoting work environments where innovation does not lead to but rather fosters trust, adaptation, and professional development. The group’s vision is to help ensure that intelligent automation becomes a useful, legitimate, and welcome presence in the workplace, both for those who lead organizations and for those who keep them running every day.
New Narratives and Professional Profiles in Advertising Communication
Applied research on transmedia storytelling—a communication strategy that is becoming increasingly relevant in the media ecosystem, as well as in the fields of marketing and corporate advertising— is gaining growing importance. This research approach addresses several fundamental objectives, including: an in-depth analysis of the application of transmedia storytelling within the business context, the adaptation of transmedia narrative strategies to the specific needs of each company, as well as the study of its connection to 360-degree sustainable communication practices.
This project therefore aims to develop a theoretical framework that enables organizations to harness the potential of transmedia storytelling, as well as to identify the professional changes required to implement these new forms of commercial communication. Through an exhaustive analysis of previous experiences and the adaptation of narrative strategies to different business environments, the aim is not only to foster a deeper understanding of the principles and techniques of transmedia storytelling, but also to contribute to its effective application in the business world. The goal is to provide companies with innovative tools that allow them to tell their stories in a more impactful and cohesive manner across multiple media platforms, thereby strengthening their presence and consistency in an increasingly dynamic market.
Metaverse, Customer Experience and Branding Research Group (GIMEC)
The Research Group on the Metaverse, Customer Experience, and Brands (GIMEC) has as its primary mission to explore and deepen our understanding of the impact that new technologies, especially the metaverse, have on the customer experience and the perception of brands. This group is dedicated to researching how technological innovations can transform the interaction between consumers and businesses, creating immersive and personalized experiences that provide significant added value to both users and brands.
The Group’s objective is to identify the opportunities and challenges presented by the metaverse for marketing strategy and customer experience management, with the aim of providing evidence-based recommendations that enhance competitiveness and brand positioning in the digital marketplace. In doing so, it seeks to contribute to both academic advancement and business practice, ensuring that companies can make the most of the possibilities offered by these emerging technologies to enrich their customers’ experience and strengthen their connection with brands.
Business Intelligence Research Group (GIBI)
The Business Intelligence Research Group (GIBI) focuses on data analysis and business intelligence, with the goal of improving business decision-making through the use of advanced technologies and analytical methodologies. Its primary focus is the collection, integration, and analysis of large volumes of data to extract valuable insights that can be used in strategic decision-making. Additionally, the group develops and applies Business Intelligence tools that enable organizations to better visualize and understand their data, facilitating the identification of trends and patterns.
Among GIBI's main activities are the development of predictive models using statistical analysis, machine learning, and deep learning techniques to implement interactive dashboards for real-time monitoring of key performance indicators (KPIs).
GIBI's vision also involves fostering the development of a Business Intelligence ecosystem that is more sustainable, secure, and efficient through the incorporation of advanced technologies.
Principal Investigator: Cristina Marín and Javier Llamazares
Human-to-Human Marketing in the Age of AI (H2HinAI)
The H2HinAI Research Group investigates how to put people back at the center of discourse in an era increasingly shaped by artificial intelligence. Although AI provides the context in which new forms of connection, consumption, and creativity emerge, the group’s focus is on understanding how people continue to create meaning, value, and purpose among themselves and for others.
By bringing together diverse perspectives, the group critically explores how technology can serve human flourishing—not just efficiency. Through interdisciplinary research and conceptual development, H2HinAI reimagines “human-to-human” interaction in the digital age, advancing ethical, inclusive, and regenerative models for organizations and society.
This group aims to become a S.P.A.R.K. (Social, Purpose, Artificial Intelligence, Research and Knowledge) that fosters collaboration at the intersection of the human, the social, and AI.
Permanent Seminar on Law and Society Research (SPIDS)
The Permanent Seminar on Law and Society Research (SPIDS) is a forum for reflection and interdisciplinary analysis of the relationship between law and society. Today, societies face significant challenges that require a critical perspective. Studying these dynamics from a legal and social perspective contributes to an understanding of these challenges, enabling the identification of solutions tailored to social realities.
This seminar brings together experts from various fields of law and the social sciences with the aim of fostering dialogue and research, thereby contributing to a better understanding of social, economic, and political phenomena. The seminar’s mission is to promote a space for reflection and interdisciplinary analysis on the relationship between law and society, including within the field of comparative law, focusing on those jurisdictions with deep historical, cultural, economic, and legal interactions with Spain—a connection that persists and continues to develop in the context of globalization, generating a constant exchange across multiple dimensions.
Today, society faces significant challenges that call for a critical review of its legal systems. Examining these dynamics contributes to a better understanding of the common challenges and helps identify solutions tailored to local realities.
Research Group on Gender, Diversity, Equity and Equality (OGEDIRT)
The Research Group on Gender, Diversity, Equity, and Equality (OGEDIRT) is dedicated to studying the mechanisms that promote or hinder organizational innovation in the areas of diversity, equity, and equality, with the aim of enhancing the creation of economic, social, and environmental value.
Currently, the ongoing project is Gender Lens Investing (GLI), whose main objective is to integrate a gender perspective into investment decisions to promote gender equality and improve financial and social outcomes. The specific objectives of the GLI project include identifying trends and gaps through a comprehensive review of the existing literature, validating and expanding knowledge with the help of a panel of experts, developing and validating a theoretical model that explains the factors influencing the adoption and effectiveness of GLI using PLS-SEM (Partial Least Squares Structural Equation Modeling), and disseminating information and raising awareness within the academic community on issues of diversity, equity, and equality in the business sector.
The project is carried out in three phases. The first phase, the literature review, aims to identify trends and gaps in research on GLI. Activities include searching for literature in academic databases, content analysis, and the synthesis of results, culminating in the publication of an academic article in a high-impact journal. This phase is expected to produce a comprehensive report identifying the areas of research that are most developed and those that require greater attention.
The second phase, the expert panel, aims to validate the conclusions of the literature review and gain new insights. Activities include selecting GLI experts, conducting surveys and structured interviews, and analyzing qualitative data, with the goal of integrating the experts’ perspectives with the findings of the literature review into a report that will be published as an academic article.
The third phase, the structural equation modeling using PLS-SEM, aims to develop and validate a theoretical model of the factors influencing the adoption and effectiveness of GLI. The Activities include developing the theoretical model, collecting data through questionnaires, conducting the PLS-SEM analysis, and interpreting the results, culminating in the publication of an academic article presenting the model and the study’s findings. This phase is expected to produce a validated model and conclusions regarding the critical factors for the success of GLI. This summary provides an overview of the objectives and phases of the GLI project, highlighting its focus on integrating a gender perspective into investment decisions and its impact on gender equality and organizational outcomes.
Analysis, Modeling, and Visualization of Data for Evidence-Based Psychosocial Impact (INSADE)
This research group focuses on the analysis, modeling, and visualization of data to understand and promote initiatives with psychosocial impact. Using both quantitative and qualitative approaches, the group generates evidence to inform decision-making in health, social, and educational contexts.
Its goal is to integrate data science with psychosocial sensitivity to produce rigorous, practical, and impact-oriented knowledge.