Here at Punto de Fuga, we are celebrating our 20th anniversary. To sum up what this two-decade journey means to us, we have combined two of the core elements that define our identity best: numbers and words.
Looking out of the windows of our offices on Gran Vía and Carrer de Roger de Llúria, we have witnessed the passage of time, leaving us with memories, lessons and certainties distilled into 20 words. This is a collection of meanings that speak of who we were, who we are, and who we aspire to remain.
I have been part of the company for 18 years. Technically, it is not 20, but, allowing for a margin of error, I believe I can speak of these two decades from the perspective of experience, closeness and the privilege of having shared them almost from the very beginning.
Punto de Fuga, 20 years in 20 words:
- People
Over these 18+2 years, people have always been at the very heart of every project. Understanding how they feel, make decisions, change and interact has been the essence of Punto de Fuga. Because behind every consumer there is a story, a context and a motivation that deserves to be understood. But it is not only people who are the focus of our analysis; behind every brand, every client, supplier or partner, there are people with whom we interact and share challenges and experiences. Our focus will always be on the individual: how we understand them and how we relate to and empathise with them. For us, it's all about people.
- Flexibility
At Punto de Fuga, we understand that every client is different. That is why we work flexibly, adapting to every need, context and challenge with agility and a personal touch. Rather than rigid structures and standard solutions, we believe in the importance of listening to and understanding our clients in order to build bespoke solutions that truly add value.
- Curiosity
Curiosity has been the driving force behind our continued questioning, our exploration of new approaches, and our refusal to compromise on the status quo. Thanks to this, Punto de Fuga has evolved alongside society and consumers. Ultimately, curiosity is the most honest way of seeking to understand the world, of continuing to learn and of constantly pushing the boundaries set by the daily challenges we face.
- Insights
Beyond data and conversations with people, true value has always lay in making revealing discoveries and identifying the driving force behind how things came to be. Insights have allowed us to turn information into understanding, and understanding into strategic decisions. The search for relevant truth has been a constant throughout these years.
- Evolution
Two decades on, the market, brands and people have, of course, changed. Punto de Fuga is no exception. Our ability to evolve, adapt and reinvent ourselves has been key to maintaining a fresh perspective on society. Embracing change has become a defining feature and a way of keeping up to date.
- Empathy
To understand people, you must put yourself in their shoes, free from prejudice and preconceived ideas. Empathy is fundamental to interpreting behaviours, needs and social tensions, as well as understanding our clients' needs. From the outset, it has shaped the way we act towards society, our partners and our clients.
- Innovation
Innovation does not always mean making a splash; often, it means adopting a fresh perspective. Over the past 20 years, Punto de Fuga has incorporated various methodologies, tools and approaches to help us understand an ever-changing reality, as is the case today with AI. A commitment to innovation permeates everything we do.
- Society
Each study has also served as a means of interpreting society at a given time. The numerous psychosocial studies we have conducted, such as “ReGenerations”, “1001 Families”, “Gen Z” and “Seniors” etc., bear witness to this connection. Cultural, generational and social changes have shaped Punto de Fuga’s work over the past two decades. Understanding people also means understanding the context in which they operate, and connecting with society is essential to achieve this.
- Trends
Spotting trends is not just about identifying fashions; it's also about interpreting the direction in which society is moving. Punto de Fuga has achieved this by observing emerging signals, new sensibilities, and behavioural changes that have marked the progress of society and the people who have shaped it. Anticipation has been part of the journey.
- Diversity
If anything defines us, it is the diversity of profiles among the people who make up Punto de Fuga, and the complementarity that this diversity provides: diversity of methodological approach (qualitative and quantitative), of professional background (psychologists, sociologists, business graduates, statisticians, political scientists…), of generation (Generation Z, Millennials, Generation X)… an amalgam of ingredients that truly enrich the final outcome.
- Team
At Punto de Fuga, we have always prioritised the team over individual contributions. Collective perspectives enhance our processes, from questionnaires and focus group analyses to result interpretations. … As Di Stefano once said: “No single player is as good as the team as a whole”
- Rigour
From the outset, we have been committed to establishing a robust research foundation based on methodology and analysis. This rigour has enabled us to transform complex information into solid, useful conclusions for decision-making purposes, giving our clients one key thing: certainty. True understanding requires sensitivity and technical rigour.
- Humour
Humour is a way of life, a particular approach to viewing and engaging with the world. At Punto de Fuga, a sense of humour, the ability to smile and the capacity to put difficult situations into perspective have always coexisted with rigour and professional standards. Over the past twenty years, humour has served as a code of emotional intelligence, a shared language, and a profoundly human approach to reality. And you need a sense of humour to rank it at number 13, don't you think?
- Brands
Every brand and client has meant much more to us than just a brief, a project or a finished study. They have been a conversation, a challenge and an opportunity to think differently — but, above all, to think together. Punto de Fuga could not exist without the brands, companies and institutions that have trusted us to explore uncomfortable questions, new perspectives and less obvious paths, looking beyond data and words.
But the people behind the logo, web product or concept leave the deepest mark on us. These twenty years are also the story of relationships built on trust, active listening and a shared desire to better understand people and society. In some cases, these are stories of friendship that set the tone for a good working relationship: the mark left by genuine bonds.
- Partners
Nothing significant is built alone. Over the past two decades, Punto de Fuga has grown alongside partners, collaborators and allies who have broadened our perspective, enriched our methodologies, and introduced us to new ways of thinking and working. These include field-based companies, partner institutes, experts and freelancers — in short, fellow travellers who have demonstrated that the most innovative ideas and approaches emerge when different disciplines and perspectives converge. Collaboration isn't just about adding capabilities; it's about multiplying possibilities.
- Creativity
Creativity is essential for asking new questions, exploring new dynamics and interpreting reality differently. I would even go so far as to say that it makes our day-to-day lives more appealing. It is also essential for communicating findings in a way that inspires action. At its core, research is a creative process. As Picasso said, 'Every child is an artist; the problem is to remain an artist once you grow up'. At Punto de Fuga, we are determined to retain our childlike creativity.
- Trust
Trust is built over time, through consistency and honesty. Over the past 20 years, Punto de Fuga has striven to become a trusted partner to the brands and organisations we collaborate with. We build relationships based on credibility, commitment and transparency. It is such a joy when someone places their trust in us!
- Perspective
It is a word implied in our name (“Punto de Fuga” translates to “Vanishing Point”). It is the perspective that makes us look further afield, adopting a broader view and seeking the points at which all perspectives converge. It is the search for depth. This allows us to contextualise information and understand the reasons behind behaviour. This way of thinking and analysing gives us our identity.
- Passion
One of our driving forces. Our passion for understanding people and discovering new ways of interpreting reality has been with us since the beginning. This motivation drives us to keep asking questions, exploring and learning, even after 20 years. We love what we do, and this enthusiasm and passion is evident in every project we undertake. We enjoy what we do, and we simply cannot hide it.
- Future
Reaching our 20th anniversary means more than just looking back; it means continuing to look forward. The future brings new challenges, new ways of researching, and new questions to answer. Punto de Fuga continues to move forward with the same curiosity with which it began, striving to understand what lies ahead.
Summarising 20 years in 20 words is difficult. But I do hope that, having read about the various aspects of Punto de Fuga, you now have a good idea of what the company has been, is and will be. I also hope that you have found elements with which you can identify and empathise, both with the brand and with the people who are (and have been) part of Punto de Fuga.
We’re planning to continue building for another 20 years. We hope that you will be, or continue to be, part of our story in one way or another.
Alberto Plazas
Account Director
