Xavi has focused his work on digital innovation applied to market research. Since 2008, he has been CEO of Empirica Influentials & Research, an expert company in structuring and understanding social media information about multiple sectors (fashion, tourism, energy, automotive, culture, television, events, transport, technology), combining this type of studies with traditional research. In addition, he combines the management of Empírica with the creation of learning and networking spaces in Universities, courses or online communities, such as the LinkedIn group "Investigación de Mercados en España", in which more than 3,600 members participate, and blogs like “Investigación de Mercados en España” and “Marketing & Consumo”. He is also a member of the Board of Directors of AEDEMO (Spanish Association of Market Studies, Marketing and Opinion), which celebrates its 50th anniversary this year. He is also a member of the Editorial Board of the magazine " Investigación & Marketing".