Spain is a country in South West Europe with a number of overseas territories and islands, including the Balearic Islands and the Canary Islands. The country occupies most of the Iberian peninsula down to the Strait of Gibraltar, which separates Spain from Africa. Castilian Spanish is the country’s official language, but Catalan, Galician and Basque are also official languages within their respective regions.
While Spain is officially a unitary state with a constitutional monarchy, a lot of power is devolved to the 17 autonomous regions (provinces) and tensions between the central government and the regions are common. The country has strong cultural ties with its former colonies in Latin America and it remains the second largest investor in the region after the US.
Spain’s economy is heavily reliant on its services industry, which employs the majority of the Spanish workforce. High value areas include professional services, finance and insurance (huge players include Santander, MAPFRE and CaixaBank), and telecommunications (such as Telefónica, one of the largest mobile network providers in the world). These industries are continuing to grow, even surpassing revenue from tourism, one of the mainstays of the Spanish economy for half a century, of the in 2024.
Industry is also a larg component (20%), with key areas that include the manufacturing of textiles, naval equipment, industrial food processing, and iron and steel production. Spain has one of the fastest-growing e-commerce markets in the EU, and this is expected to continue growing into the next decade.
Central European Time UTC +1 in Mainland Spain
Western European Time UTC +0 in the Canary Islands
Daylight Saving Time operates from the last weekend in March to the last weekend in October
Focus groups allow participants to combine experiences and perspectives to explore ideas in depth. Commonly used during creative and conceptual development, they help you understand your customers’ needs, perceptions, and beliefs.
In-depth interviews (IDIs), where a moderator interviews a single respondent, can be conducted face-to-face, online, or over the phone. They are ideal for B2B research and for exploring delicate subjects with consumers and hard-to-reach groups.
Ethnographic research is a qualitative research method in which the researchers observe participants using a product or service, or carrying out other activities, in their own environment, typically at work or at home.
An online bulletin board (OBB) is an online forum for qualitative market research that enables participants to log into to carry out research tasks or reply to questions asked by a moderator at their own pace, typically over a period of a few days.
A market research online community (MROC) is similar to an online bulletin board (OBB). However, unlike an OBB, on online community may be used to serve multiple purposes, and the community may remain active for weeks, months or even years.
User experience (UX) testing is a qualitative research methodology which involves directly observing and interviewing a participant using a product or service. It is widely used for testing new versions of apps and websites before they are launched.
Customer experience (CX) testing evaluates how customers interact with a product, service, or digital platform. It helps identify usability issues and overall satisfaction to improve the customer journey and ensure a smooth and enjoyable experience.
A video survey is a type of unmoderated qualitative research in which survey takers respond to a series of instructions or questions by making short videos using their smartphone, either in ‘selfie’ mode or to record an activity.
Vox pop research involves making recordings of people, usually members of the public, responding to questions. These clips are often used in research to illustrate public opinion on widely known topics, brands, or products.
Online surveys are a cost-effective research method with great flexibility in design. Automated data handling allows the results to be available quickly and many online surveys can be completed on smartphones, helping to improve the response rate.
CATI (computer-assisted telephone interviewing) leverages technology to reach those who aren’t online. CATI interviews follow an electronic script with built in routing and type in the respondent’s answers to each question as the interview proceeds.
CAPI (computer-assisted personal interviewing) is a form of face-to-face interviewing where the interviewer reads the survey questions from a tablet device and inputs the respondent’s answers directly to the device.
A design consultancy was working with a European motor manufacturer to develop a new product to help owners of battery electric vehicles to recharge their cars more easily. We recruited respondents in France, Italy and Spain to take part in focus groups and IDIs about pain points with charging and the new product concept.
A leading US sportswear retailer with a presence in several European markets wanted to hold a series of discussions with small groups of style-conscious teenagers. We recruited participants in a very tight timeline, which included groups of teenagers in Barcelona, Milan and Paris.
A management consulting company asked FieldworkHub to help their client understand how specialist healthcare professionals (HCPs) manage their endoscopy devices, through an 11-week study in the UK, Germany and Spain with multiple interviews and online activities for each respondent.
Our client was wanted to find out more about attitudes towards healthcare insurance in four different markets: Belgium, Poland, Spain and Turkey. The research involved three rounds of 60-minute remote interviews with differences in the profiles required in each market and each round of research.
Our client asked us to recruit professional females in the UK, Germany, Italy and Spain for an online quantitative survey. The survey asked about career motivations, attitudes towards owning a business, and perceptions of the logistics sector. We programmed and tested the survey, ran it and cleaned the data.
We recruited short-form video creators aged 14-17 years and 18-24 years in India, Spain and South Korea to answer a series of video surveys in a project for a major online video sharing platform. For the older age group, we ensured that all participants had at least 1000 followers on their primary platform.
