For this presentation the local economic development agency of Barcelona, called Barcelona Activa, asked us to explain entrepreneurs the convenience of research prior to designing and launching new products and services. Social and Cultural research may be the basis to know a real demand and necesitties and design to satisfy needs tat are real, present and even future.
Every year hundreds of new companies and new products fail because of the lack of social and cultural research about the life and ideas of the target groups they are appointed to.