DMentes was created in Barcelona in 2007 to go beyond traditional qualitative research. The rules have changed. The crisis, collaborative economy, technological impact and Big Data have created a new scenery for communication, marketing and consumption, which demands new research methodology. At DMentes, we bet on personalized strategies and provide ad-hoc teams to empower the minds of our community. Our strength is the street, urban and digital anthropology and, especially, co-creative and innovative research tools.