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This paper has been structured in three areas. In the first one, the author shows the relevance that words and conversations among individuals have on social research, both terms being very important to the well-known sociologist and writer Franco Ferrarotti. In the second part, the author explains the necessary qualitative methodology to be used when analysing a main topic. In the third one, the author analyses the reality of non-governmental organisations (NGOs) from the gender perspective to detect if they are or not a reflection of that Spanish reality regarding sex discrimination. Finally, this paper states the challenge the Spanish society needs to face to outweigh sex inequality without excluding the NGOs or any other form of association. This paper calls for the involvement of society, which along with the state and market, has an important task to accomplish. [ABSTRACT FROM AUTHOR]