Patricia Abad

Head of Qualitative Research

I joined GAD3 in 2021, where I have been able to develop my career as a qualitative research consultant in various positions. Since 2023, I have been responsible for the Qualitative Research department, coordinating the design and execution of projects on various topics at the national and international level. I have focused my work on the in-depth analysis of social reality through people’s discourse, convinced that understanding what we say and how we say it is key to understanding our ways of thinking and acting.

In 2016, I graduated in Political Science and Sociology from Carlos III University in Madrid and decided to pursue a career in civil service, dedicating four intense years to preparing for the entrance exam to join the Senior Civil Service Corps and the Senior Technical Corps of the General Administration of the Community of Madrid. During those years, I acquired extensive knowledge of constitutional and administrative law, which I later put into practice while working at the General Directorate of Sports of the Madrid City Council. In addition, there I was able to apply social research tools to the design of policies for the inclusion of people with addictions and homelessness.
I believe that knowledge must be shared with others in order to have a real impact, which is why, since 2022, I have been collaborating as a lecturer in the Master’s degrees in Sports Marketing and Global Sports Marketing at LaLiga Business School, where I help students to better understand the value of qualitative research in market research.

Beyond work, I am an avid reader of historical novels and essays, and I love belly dancing. I am also a foodie, so I really enjoy experimenting with new recipes and discovering restaurants in Madrid, my home.

But if anything really defines me, it’s the time I devote to my family, especially my two nephews, who are a constant source of learning: their innocence, enthusiasm, and capacity for wonder remind me every day of what is truly essential in life.

If you want to talk to me, I’d be delighted to connect at LinkedIn