Overview

Your qualitative research partner in Spain for inspiring customer insights and cultural context.

Services

I’m Anita Fuller, a British qualitative research consultant who has been living and working in Spain for over 20 years. I specialise in partnering with international research agencies looking for a reliable, senior-level qualitative expert in Spain.

As an independent researcher, I provide hands-on, personalised attention on every project, ensuring that research goes beyond surface-level observations to reveal the deeper cultural and emotional drivers behind customer decisions.

Since 2008, I’ve worked as Qualispace, an independent partnership of two senior qualitative researchers dedicated to delivering next-level customer insights and strategic consultancy in order to help brands truly understand customer behaviour, cultural context, and market trends - turning insights into action.

I work across a range of categories including Food & Drink, Sports, Leisure & Tourism, Online Shopping, Tech, Beauty & Wellbeing, Kids, Teens & Young Adults, Education, Consumer Healthcare, Consumer Finance and Automotive - using the best tools for each job whether they be group discussions, IDIs, communities or ethnography - on or offline.

About

I have a 1st Class Hons Degree in Hispanic Studies (King’s College, London), MA in European Studies (Exeter) and a Chartered Institute of Marketing qualification (London). I’m a member of the AQR and the ICG.

Outside of work I'm a sports enthusiast - I love trail running, mountain biking and road biking in the 'Sierra Guadarrama' north of Madrid.