Market research in Spain

Spain is the smallest of the ‘Big 5’ Western European countries in terms of population and GDP, although it is the second-largest country in Western Europe by area.

Agriculture accounts for 2.6% of economic output, with a lot of fresh fruit and vegetables exported from Spain to Northern Europe, and industrial production accounts for 23.2% with car manufacturing one of the most important manufacturing sectors.

Spain also has a very large tourism industry. The country has strong cultural ties with Latin America and is the second largest investor in the region after the USA.

There is more regional autonomy in Spain than in most other European countries and there are strong independence movements in the Basque Country (along the North Coast of Spain) and Catalonia, the area in the North East with Barcelona as its capital. In October 2017 the Parliament of Catalonia declared independence from the rest of Spain, a decision which was later suspended by the Constitutional Court. A number of leading Catalan politicians have been detained and others have fled the country.

From a market research perspective, Barcelona and Madrid are the most important centres and FieldworkHub is active in both cities. Although the Catalan language is widely spoken in Barcelona, most market research in Barcelona is still carried out in Spanish.

Population (2020 estimate):46.8 million
GDP (USD, 2018):$1419 billion
GDP per capita (International $ at PPP, 2018):$39 715
Currency:Euro (EUR or €)
Largest urban areas (by population, 2019 estimates):Madrid (6.3 million)
Barcelona (4.6 million)
Valencia (1.7 million)
Seville (1.2 million)


Four teenage friends in casual clothing sitting on steps smiling and laughing

Discussions with teenage friendship groups about sportswear

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 who were familiar with their stores. A key requirement of the methodology was to find friendship groups, i.e. groups of teenagers who knew each other but were not members of the same family. We recruited participants in several EU markets to a very tight timeline, including groups of 12-14 year olds and 15-16 year olds in Barcelona, Milan and Paris.

Doctor measuring blood sugar level of diabetic patient in clinic

Online survey about type 2 diabetes treatments in the UK, France, Spain, the Netherlands and Sweden, and follow-up TDIs

Our client wanted to carry out an Implicit Association Test (a form of quantitative survey which measures the strength of associations between concepts and judgments or stereotypes) to assess perceptions of injectable and oral treatments to manage type 2 diabetes in general practice. We were asked to recruit GPs and doctors with a special interest in type 2 diabetes in five European markets (the UK, France, Spain, the Netherlands and Sweden) to complete the test online. We obtained 117 test completes across the five markets over a two-week period which provided robust data for the client to analyse. In a follow-on study we set up nine telephone interviews with English-speaking GPs in the UK, France, Spain and Sweden so that our client could obtain further insights on the way the GPs in each country approach the treatment of type 2 diabetes.