Madrid and Barcelona are the most frequent destination for practitioners attending focus groups.
Madrid and Barcelona are the most frequent choice to field research projects. Amongst the main considerations to make these choices appear familiarity with the vendor, frequency and cost of flights, availability of viewing facilities, Spanish client’s branch location, hotel preference and interest for the project.
However important these aspects are for consideration, each project is unique and there is an array of additional issues to weigh up prior to launching fieldwork. Many times, the lack of information introduced a bias at the time of selecting the right location. Under these circumstances, choosing “where to research” turns into “where there is a reliable contact”. With this in mind, the most likely thing to do is to end up in Madrid or Barcelona, irrespective of the appropriateness of the city to gather the relevant information.
These are obviously not the most relevant cities for all types of research. However, technically, given their infrastructures and population, they have an advantage over the remaining cities as you tend to find people from all walks of life.
- Never assume that Madrid or Barcelona are the right location without gathering information about the market of your interest. If you do not have it, ask your client or get a chat with your Spanish adviser.