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Co-founder & CEO | HIPOPOTESIS

Abdo López

Social and cultural anthropologist, also known as The Market Anthropologist.

2017
Co-founded HIPOPOTESIS in Asturias
7
Courses on LinkedIn Learning, with Norah
100,000+
Learners so far
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At HIPOPOTESIS

He runs the company, and he is a researcher first

Abdo is a researcher who also runs the company, and the order matters. He designs studies, recruits, works in the field, analyses and writes the report, and before any of that he settles the question the brief is really asking. He also carries the parts nobody sees on a slide: budgets, timelines, vendor contracts, hiring, the technology we work with, and the final responsibility for what reaches you.

Coming soon: abdolopez.com | The Market Anthropologist

What Abdo leads

  1. The question behind the brief, and the design that answers it
  2. Fieldwork, analysis and reporting, hands on the work
  3. Quality supervision across every part of the company
  4. Budgets, timelines, contracts, technology and hiring
  5. Final accountability to you, from first call to last slide

Where he goes deep

  • Business anthropology and strategic market research
  • Quantitative methods and social listening, enough to read and challenge both
  • Technology and digital products: tools, data workflows and interfaces tested with users
  • Writing and speaking as The Market Anthropologist

Fascinated by

Four fields, one crossroads

The four fields that fascinate Abdo, and where each one shows up in his work.

  • TechnologyHe designs and builds digital products, and tests them with the people who will use them
  • The social sciencesSocial and cultural anthropology, the discipline he trained in
  • BusinessBudgets, contracts, hiring and the final responsibility for what reaches you
  • Strategic market researchBusiness anthropology, quantitative methods and social listening, read together

The second craft

A researcher who also builds

Abdo designs and builds digital products and tests them with real users. Research first, then the build, then research again.

  1. Digital from the start

    Computers came easily to Abdo long before anthropology did. Along the way he trained in digital products, websites and online shops, co‑founded the technology company that came before HIPOPOTESIS, and has built every version of this website.

    Read the story

  2. Interfaces, tested with people

    He designs interfaces and prototypes and runs the usability tests on them himself, with the same UX research we run for clients.

    UX and usability research

  3. Tools for our clients

    He is building the private hub where clients keep their studies, reports and data in one place, shaped by what they told us they needed.

    The Private Hub

Background

Where Abdo comes from

Discipline
Social anthropologySocial and cultural anthropology. First graduating class of the degree at the University of Granada.
Roots
Spanish and JordanianHalf Spanish, half Jordanian.
Has lived in
Jordan, Spain and MexicoHe has visited many more countries since, and still takes every chance to travel.
Languages
Four of themSpanish, English, Arabic and Valencian.
Teaching
LinkedIn LearningInstructor. With Norah, seven courses in Spanish and more than 100,000 learners, plus classes at universities, business schools, accelerators and public programmes.
Writing
The Market AnthropologistOn LinkedIn, about where the social sciences, technology, business and market research meet. abdolopez.com is on its way.

The road here, with Norah

Read the full story
  1. 2016A technology companyMonths of validation, and the honesty to pivot.
  2. 2017HIPOPOTESIS | Aprende a EmprenderA blog on Lean Startup and Design Thinking, from Asturias.
  3. 2019Research for foundersClasses, workshops, an accelerator, validation for early teams.
  4. 2022HIPOPOTESIS | Strategic Market ResearchStudies for global brands. H3™ took shape here.
  5. since 2025HIPOPOTESIS | Insight-led Strategic IntelligenceResearch built around the decision. We turned down an acquisition to stay independent.

Teaching

Seven courses with Norah, and more than 100,000 learners

All in Spanish, on LinkedIn Learning, about the subjects he works with every day.

Visit the Academy

Writing

Articles by Abdo López

Keep reading

The other half of HIPOPOTESIS

Co-founder & Head of ResearchNorah WalshSocial & Cultural AnthropologistMeet NorahAbdo López and Norah Walsh, co-founders of HIPOPOTESISAboutHow HIPOPOTESIS came to beOne pivot, four companies and the team around the core.Read about us

Talk to Abdo about the decision you are facing

Tell him what you are deciding and what is at stake. You will get an honest view of what research it needs, with a fixed price and a date.

  1. You get in touchBy email, through the form or on a video call, whichever suits you.
  2. We ask for the briefEvery detail we need, so the proposal is shaped around what you actually require.
  3. We design the proposalThe approach that answers your objectives, with the timeline and the budget.
  4. Approval, and we beginYou sign off, the paperwork is settled, and the work starts.
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  • Senior researchers only. No juniors.
  • End to end. Design, fieldwork, reporting.
  • No AI automation. Any use, disclosed.