Between the 3rd and 12th of December 2009 Linda Gobbi held in Buenos Aires – at a branch of the University of Bologna, the Masters Investigación de Mercado y Data Mining – its program of lectures dedicated to qualitative research and their application within companies (Métodos para la investigation cualitativa y Marketing). The lecturing role, already in its second year, aims to integrate theory (disciplinary and academic) with practice, through multidisciplinary and multicultural lab activities and “field” exercises.