The IE Marketing Club launched the Speaker Series on March 10 and 12, bringing in accomplished marketing professionals from the renowned market research firm, Ipsos, and Spanish multinational bank, BBVA, to discuss their experiences.
In the Club’s first event of 2014, Marina Navarro, Qualitative Market Research Director at Ipsos Spain, and her colleague, Jesus Caldeiro, Director of Client Services, offered their insights on best practices in qualitative market research. They not only shed light on the complexities of the discipline – with reference to focus groups, interviewing techniques, digital browsing, and digital panels – but also shared some of their more humorous experiences throughout their careers such as having to party late with youths to better understand a certain market segment. After the talk, the friendly conversation between several IE students and the two Ipsos guests continued over dinner at our neighborhood Chinese restaurant, Thong.
The star of the IE Marketing Club’s next guest in the Speaker Series was Bernardo Crespo, Head of Digital Marketing Lab at BBVA, who shared his deep knowledge on digital marketing in the banking sector. He discussed his work in social media strategy and the creation of the BBVA Game, the first digital banking platform based on the dynamics of gamification.
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