MARKETING PROJECTS
AND RECENT WORKS
AND RECENT WORKS
We show here a series of marketing and market research projects that we have carried out in recent years.
We have been careful with the identity of our clients, since there are projects that are still in progress and require confidentiality. A sample of qualitative and quantitative techniques, demand studies, focus groups, customer service systems tests, batches of mystery shoppers, price studies, competitor studies, marketing and product launch plans, economic feasibility plans … That we have carried out both in the Canary Islands and in the rest of Spain.
In 2025, El Tablero Shopping Centre commissioned Eureka! Marketing to conduct a market research study aimed at gaining a deeper understanding of its customer profiles. The research analysed visitors’ needs, preferences, purchase intentions, place of origin, average spending, as well as the aspects they value most and the areas they believe could be improved within the shopping centre.
The study was based on short, on-site surveys, with an average duration of three minutes, combined with a detailed and rigorous analysis of the results. This approach provided the management team with reliable, actionable insights to support informed and strategic decision-making.
The project is a clear example of customer profiling and applied market research, acting as “eyes on the ground” for the client and capturing the real pulse of market demand and customer expectations.
User satisfaction measurement and fieldwork campaign to assess the experience of users of the OCIAC offices of the Government of the Canary Islands.
The project included a comprehensive user satisfaction survey, identification of areas for improvement, evaluation of the physical environment and brand image of the offices, proposals to improve administrative procedures and service delivery, as well as an analysis of the different OCIAC locations and the types of procedures carried out at each office.
The project concluded with the delivery of a practical, action-oriented report, providing clear recommendations and improvement proposals aimed at enhancing user satisfaction in the short and medium term.
Professional image studies focused on occupational groups, professional associations or regulated professions.
In 2023, Eureka! Marketing conducted the fieldwork for a professional image study of the nursing profession on behalf of the Canary Islands Council of Nursing Associations. The research combined a qualitative phase, consisting of four focus groups, with a quantitative phase based on 2,000 CATI-guided telephone surveys, capturing the opinions of citizens across the Canary Islands.
The study provided detailed insights into public perception and social image, expectations and future outlook, the profession’s positioning within the healthcare sector, as well as areas for improvement, mental associations linked to healthcare professionals and citizens’ expectations of health systems.
In 2023, 2024 and 2025 Eureka! Marketing conducted a comprehensive Customer Experience and brand image study for an international automotive brand operating in the Canary Islands. The research analysed the brand’s image in the local market, its positioning compared to competitors, and overall customer satisfaction with dealership services, including sales, administration and finance, customer service and workshop operations.
The study also compared the level of service provided by the brand’s dealerships with that of its main competitors, identifying strengths, weaknesses and areas for improvement across the customer journey.
Fieldwork was carried out over a two-month period, engaging real customers through a mixed methodology that combined face-to-face (F2F) interviews and CATI telephone surveys. This approach ensured robust, reliable insights based on actual customer experiences.
Customer Experience measurement and customer service analysis for Guaguas Municipales de Las Palmas de Gran Canaria.
In 2022, Eureka! Marketing conducted the fieldwork for a comprehensive Customer Experience (CX) study, including passenger flow counts on buses, analysis of user payment systems, and overall service evaluation. The fieldwork was carried out by a team of five interviewers working simultaneously, achieving 2,000 valid surveys, which provided an accurate and reliable picture of citizens’ perceptions of the municipal bus service in Las Palmas de Gran Canaria.
The study also assessed strategic improvement proposals, such as the implementation of credit card payment systems, which have since been successfully introduced into the service. The project was carried out in collaboration with Simple Lógica.
Those who think short term invest in advertising. Those who think long term invest in understanding their customers’ experience.
The research analysed potential demand, projected revenues, local and segment-level competition, competitive set, as well as marketing and communication concepts and messaging for a newly created business within the dental healthcare market in Las Palmas de Gran Canaria.
The study also included an assessment of the optimal business location, the identification of target customer profiles and their needs, and revenue projections over 1-, 3- and 5-year horizons. This comprehensive approach provided a solid, data-driven basis for evaluating the viability of the project and supporting strategic and investment decisions.
Pricing, competition and competitive set analysis for the creation of the Aesthetic Medicine and Beauty Department of Perpetuo Socorro Hospitals in Las Palmas de Gran Canaria.
The study was conducted systematically over a three-year period, analysing price evolution across 2020, 2021 and 2022. Key reference services were defined, along with market trends, demand evolution and the identification of organisations considered potential competitors to the new Aesthetic Medicine department.
In addition, the research included an in-depth analysis of the medical professionals and specialities offering each service, as well as the required training, positioning and development path for the new department. This approach provided a solid, data-driven foundation for strategic decision-making, pricing strategy and service portfolio design.
Analysis of public services for the San Bartolomé Town Council (Lanzarote). The study was conducted through 1,900 surveys, measuring citizen satisfaction with the public services provided by the local authority, while identifying both areas for improvement and areas of excellence.
The research assessed the evolution of public opinion regarding municipal services, as the analysis was carried out systematically on an annual basis. This longitudinal approach made it possible to monitor changes over time, evaluate the impact of implemented measures and provide decision-makers with reliable, comparable data to support service optimisation and policy improvement.
For over 11 years, Eureka! Marketing has been responsible for the customer satisfaction monitoring system of the IOC clinic chain. The system was implemented through post-visit telephone interviews, carried out with patients after their appointments at the clinics. Using a structured questionnaire with an average duration of five minutes, we measured the key aspects of the service and care received.
The feedback collected was analysed and delivered through concise monthly reports, allowing the clinics to adapt their facilities, processes and services to real customer expectations. Constructive criticism was used as a basis to design and implement substantial improvements, while positive feedback was analysed to identify areas of added value, enabling the organisation to strengthen and enhance those aspects that were most appreciated by customers.
Qualitative brand development research. Designed for brand image redesigns, the creation of new logos, or the launch of new brands.
At Eureka! Marketing, we conduct qualitative research to provide strategic inputs and in-depth qualitative insights for brand development and corporate identity projects. These studies, led by experienced research professionals, help creative teams properly frame the challenges and concepts they need to address, ensuring a solid and well-informed creative direction.
In the image, we show the focus group conducted for the creation of the EZQ Body Mentor brand. The study resulted in the brand name, the core concepts and key ideas associated with both the brand and the service, as well as proposals and ideas for the website.
Focus group batches carried out to test the viability of a new brand of pharmacies and parapharmacies in Spain.
The project includes a complete study and test of the brand image, concept test, service and complementary products for sale, perception and average customer spending a priori, degree of acceptance of the new sales channel, degree of acceptance of the own brand and the products of white label, etc …
We carry out satisfaction surveys (by telephone, on the street, vis a vis…) to capture the opinion of your customers.
With this info, you will be able to obtain areas of improvement in the customer service area, establish incentive systems for the personnel of the different departments, find out what the customer expects from your services and their satisfaction level, check that the established standards and formulas are met , etc…
Market research conducted to obtain the value of demand, te range of service, auxiliary and complementary services, price range, competitors and economic viability for a company that opted for the concession of the planned parking in the City of Justice of Las Palmas de Gran Canaria.
It had 2 work phases: fieldwork and benchmarketing that were carried out in a single month.
Opinion poll for the Municipality of San Bartolomé de Lanzarote to measure the degree of acceptance of the residents of the municipality on two operational decisions: the implementation of a new bike lane and the collection of DNA from the municipality’s dogs for veterinary control and fight abandonment.
The survey unequivocally indicated that one of the projects had a high degree of acceptance and was therefore carried out without changes. In the case of the other project, a gap was discovered in the communication aspect. Clarifying it, the project had a higher degree of acceptance and, finally, it was also carried out.
Evaluation and testing of 12 products through tasting and subsequent guided test. Although it can be done independently, the organoleptic test was carried out via guided tasting for 120 target consumers of the product, with the delivery of personalized gifts. Made for a well-known brand of juice and nectars.
Tests of this type have also been carried out for brands of beer, chocolates and ciders. The objective: to adapt the product to the Canary Islands market, with specific peculiarities compared to the rest of Spain.
Eureka! Marketing actively collaborated with the Rocasa (Exclusivas Roca) for two years, in marketing tasks. We were participants in the development of the marketing plan for 2014, being an active part in the start-up.
We were also responsible for the design area of advertising elements, brochures, labels … to which we incorporate purely marketing content. And the maintenance of the website https://www.rocasa.com.es.
International market research and annual marketing plans have been carried out for 2 companies in the Puerto de la Luz area. The objective was to attract and build loyalty with international clients and strengthen its position in the market.
Work has also been carried out to modernize corporate communication, an adaptation to the international market (orienting the company towards the foreign market) and to the exporter nature.
We carry out customer service testing actions with batches of mystery shoppers (mystery customers or spy customers) in which we evaluate that the established customer service parameters are met.
We also collaborate in the creation of customer service protocols and in the evaluation of the performance of sales personnel, especially in the case of incentive programs.
After a study of potential demand, future sales and location of stores of a fashion chain, a marketing and brand launch plan was carried out for a well-known womenswear franchise.
The plan was drawn up for the entire Spanish national market, with an expansion project for 10 cities for a first phase. A presentation and financial plan was created and presented to both the brand and investors.
Marketing and promotion plan for the ULPGC’s (Las Palmas University) School of Industrial and Civil Engineering. A marketing audit was carried out together with a marketing and promotion plan that had several implementation phases and had our technical support.
It culminated in the implementation of multiple promotional actions: videos for the presentation sessions and online campaigns, promotional and motivational actions for the students. It culminated in a change in the ULPGC’s behavior paradigm with respect to its relationship with students: active listening practice and application of proposals.
During the year 2020 a study of prices and range of services of the competition is carried out for a company in the social health field in Gran Canaria.
The targets were: range of prices for a wide list of services, competitors location, treatments, medical specialists in charge of providing the services, services that are provided complementary to the main service, machinery and tools used, degree of reliability and perceived trust in health personnel, etc …
Economic feasibility study, study of international markets and financial plan for a company investment project in the audiovisual field of Fuerteventura (2020).
Among other data, a forecast of income and expenses, design and resizing of the investment, calculation of the main figures and financial data, amortization and recovery periods of the investment were obtained.
We repeat periodically price studies for several dental clinics and hospitals. The targets are: obtaining average prices, modal price, quality / price ratio, price range, associated services for a chain of dental clinics.
These types of studies are done on a recurring / periodic basis. But it can also be done just once a year or two to find out both the price and the new services offered by your competitors. Or before starting the business. It is ideal for premium services. It has also been carried out in a similar way for the private education market, touristic provider services and services suppliers from La Luz Port.
Study to analyze the business viability of a Canarian software and technology services company in the cloud. The difficulty of the study was to find both the sources of information and the reliability of the data. Both obstacles were solved with solvency.
The study was carried out for the national scope and included finding prices, finding out the technological needs of Spanish companies, degree of penetration of the service provided, location of bands of intensive use of cloud technologies, intention to purchase at a given price and package , utility that reports to the user …
Evaluation test of a new concept for an existing product for an international brand that seeks to enter the Canarian market.
In this specific case, the degree of acceptance of the current users of the product is evaluated, with the aim of preventing the reputation of the brand from being affected. The degree of attraction of new clients is investigated based on the new concept (potential demand for population clusters). New uses of the product, changes in the brand image, spots and advertising campaigns, messages and communication strategy are tested.
Electoral polls and surveys to gather voting intention for political parties. Opinion studies for public institutions, candidates and political parties in the Canary Islands.
We work in all the Canary Islands and for all political parties, providing the quantitative and qualitative information they need about their electorate, citizenship or target audience.
Study of potential demand and market prices for a company nearly to open a new coworking space in Gran Canaria.
Our goals were, at a given price level, obtain the potential demand value, the customer profile and characteristics and the most effective way to approach them. The study was completed with an online promotion plan and establishing strategic objectives.
Customer satisfaction and loyalty surveys for Schools, Colleges and Universities. Public and private educational entities in the Canary Islands trust Eureka! Marketing to know the degree of satisfaction that parents (in the case of children and minors) and students (of legal age) have both with the education received, as well as with the content, facilities, teachers and educational techniques, etc.
A survey of this type allows to improve the loyalty of your students to the institution, the continuous improvement, and permits to capture the new emerging needs that this very specific market has.
