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Pedro López Ugarte is an experienced research consultant specializing in digital qualitative research, currently working at Grupo Inmark since September 2016. Andrés has managed and executed numerous local and international projects, primarily in the finance sector with clients including BBVA, Santander, EVO Banco, and others. Prior to this role, Pedro worked as a freelancer from 2016 to 2021, providing social media consultancy for startups and SMEs across various fields. Pedro's earlier experience includes significant positions at GfK and Comunicación, Imagen y Opinión Pública (CIMOP), where contributions spanned both qualitative and quantitative research. Pedro holds a Master's degree in Community Management from IEBS Biztech School, a Master's degree in Consumer Sociology from Universidad Complutense de Madrid, and a Bachelor's degree in Sociology from the same institution.