User research

We turn data into actionable results.

By focusing on the user, we gain insights that allow us to rethink current challenges and promote better solutions.

How we work

Research questions

We identify the challenge at hand by listening to the different areas of the business involved in the project. Our mission is to understand and define the research objectives, as well as the research questions that must be answered.

Research planning

We create a cocktail of tailor-made methodologies to analyse the experience that users and customers have when using a new product or service.

Data collection

We listen, observe and ask key questions that allow us to define challenges, devise solutions and conceptualise them.

Data analysis

We convert data into actionable insights, identifying areas of improvement, recommendations and next steps.

Insight knowledge

We share the main findings with the team and stakeholders involved in the project, with the aim of creating insights that encourage new research and actions to consider.

Research strategy

We propose new research actions that should be integrated into the strategy and optimal customer experience.

Techniques and methodologies

Contextual research

Research into the user’s environment. Recommended when you already know who your users are, but you want to better understand their frustrations when they use or want to buy your product.

Focus groups

Capture of insights through the feedback collected in group sessions. Mainly used for new products or rebranding, since it’s useful to get a first impression before making a prototype.

In-depth interviews

Conversation with the user to obtain qualitative data. The aim is to understand their motivation for using the product, their objectives, experiences, interactions, frustrations, user scenarios…


Quantitative evaluation. A technique used periodically to facilitate decision-making through statistical results.

Diary studies

Documentation of a user’s experience over a prolonged period of time. Carried out to follow the customer journey and understand where and how the user takes decisions or interacts with the product.

Data analysis

Extraction, observation and transformation of data to identify areas of improvement. Using real data to create hypotheses shows us where to direct our research.

Lego Serious Play

Methodology involving pieces of Lego, designed to drive innovation and performance in teams. Recommended for projects that need a boost in productivity or creativity.

User test

Definition of our archetypal client. The purpose is to create a story centred around the target audience and empathise with them to offer tailor-made solutions.

Customer Journey Maps

A tool that illustrates all of the stages, interactions and channels a user goes through during the buying process. This gives us an overview of the pain points in the process and allows us to identify the different types of customers that use the product or service.

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