Decoding Consumer Behavior: Mixed-Method Research Insights | Montserrat Ruiz from Eye See Research

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Montserrat Ruiz: Great, thank you. Great. Thank you. Thank you for inviting me also with this, a great opportunity. I’m so happy to be here.

Ernesto: It’s, great to have you on. And I’m sure our listeners are tuning in, wondering what I research is all about. Well, what I know is you use mixed method approach for full picture insights, but give us a little bit more of insights, Montserrat, in your own words, what is Eye See research all about?

Montserrat Ruiz: Sure. Well, many years ago, the market research agency used to work with the traditional methodologies that mean, like, for example, service. But, these methods had some kind of limitations when it came to NLAC’s data, because these products were testing isolation so that you don’t have this competitive context.
So Eye See was born from this need to have a, ah, deeper understanding of the consumer behavior and to achieve a higher predictive power.
As a company, we focus in three main areas. The first is that we use a, mixed, conventional and, behavioral methods such as spatial coding or the eye tracking. In this, you can show an stimuli and we can track the eye movement to see what are the key areas of drive more visibility and attention.
The second point is that, we test everything in context. That means that we can simulate environments for stores, website, and even for social media m feeds. And this one that was to have a, better measure of their real purchasing behavior.
And the third is that we have a dream team for researchers that we are fully connected all the time and we analyze the data. And with these three funds, we have like a, 300, 60 degree understanding of the pack, the design and the product and the market as a whole.

Ernesto: All right. Awesome to hear that. So then, so that way our listeners could get a good understanding of Eye See. What are some key problems that you saw for clients?

Montserrat Ruiz: Most of that, for example, if a company wants to evaluate how a new product will perform in the market, or for example if they want to know the success of a new campaign, of the impact, if they make like some adjustment to the back design, we can assist them to know if this will stand out in a competitive context, if it will try to grow for the brand or the category and what type of consumers they are attracting.
It will be competitor users and brand users. Other things that we can do is that we help them to understand what are the elements that work the most and how they can improve them and what the next steps to follow this process also.

Ernesto: Awesome. Great to hear that. So then how would your clients usually find out about you? Or is there an ideal vertical segment that you guys like to go for?

Montserrat Ruiz: No, we like more focus in consumer packaged goods business. But I wouldn’t say that we don’t have these industry limitations. We provide services to a wide range of industries, including healthcare or social media platforms and more.
So our aim is to help the company that wants to understand their consumers and need this data and insights to guide the decision making process.
We have presence in various channels, but I’m proud to say that we have a superstar sales team, an insights team, that all of them are actively participating in conferences, webinars, for podcasts such as quirks and many others. They provide available insights to the audience there so that people can know us.
And also the team is very active in social media platforms like LinkedIn. Of course, the clients can find us from the website, but I have to say that most of them come through the word of mouth recommendation from our clients people or teams that appreciate the work that we have made with them and are happy to recommend us to do other themes over their areas of the second company.

Ernesto: Okay, awesome. Great to hear that from you. So then what would you say is your top client acquisition channel for Eye See?

Montserrat Ruiz: We have, as I said, we have various, but for example, our website is one of our key points of contacts. Client. The main role of our website is mostly to educate the clients so they can see like full information about what happens or how each methodology works.
And also they can see videos, great examples of how it works. They can see for example, the simulated environments that we made for the methodologies. And it helps because they can imagine their brand in that environment.
They can also access to some cases study that we have shared and be closer to us.
The website also allows us to have, contact with the sales team and, of course, every company we are looking to a way to continue standing out, innovating, and moving forward, because we know that we always have new challenges and opportunity. But our website is, a great point with a constant change and innovation, definitely.

Ernesto: All right, awesome. Awesome to hear that from m, you guys. And so that way, our listeners could check you guys out. You guys could check them out at eyesee – research.com. What role does your website play for client acquisition?

Montserrat Ruiz: Mosfet well, is there a role that they can see? What are the methodologies that will apply for them? They can have made contact with the sales team if they access, for example, for a newsletter or some, podcast in there, they can field some information, and, salespeople will contact them to assist them further about what are the needs, what are the issues that they have with the brand and how we can help them to resolve it.

Ernesto: Great, great. Awesome to hear that. Well, let’s switch gears a little bit, Montserrat, and talk about you as a leader. What are some key tasks you focus on your day to day work?

Montserrat Ruiz: Well, that’s a fun question, because sometimes I see myself like, a superwoman. Like, I, think in this industry, it’s, like, normal. You have to do a lot of things, during the day.
But once, overall, once the project is sold, I become, like, the main key of contact with the client. And, my responsibility is to ensure that all the clients needs are met and will be resolved at the end of the project.
So, to achieve this, successfully, I am in constant communication with internal teams that are the teams that we create and develop the survey tools. And once the data is collected, I have to analyze it. We create a report, and, I presented the most important findings that help us to achieve the conclusions and recommendations in form of, actionable insights for the client.

Ernesto: All right, awesome. Great to hear that. Let’s jump into our next session, then, Montserrat, which is our rapid fire question rounds. Are you ready for them?

Montserrat Ruiz: Yeah, sure. I go.

Ernesto: All right. Now, it would be easy. Let’s start off then. The first one would be, what is the last book that you read?

Montserrat Ruiz: The last book? It was truly this last night with my son, but I, for my personal interest, it was the world give by Anne Rice.

Ernesto: Okay. All right. Interesting read. Next is, what is one single thing that your company is focused on at the moment the most?

Montserrat Ruiz: We focus on different things like this to give service to clients, help them to understand the necessity. But, for example, if we talk about their self automated, they automate processes, I think that, it’s where we are putting most effort to be two steps ahead.
We have implemented tools that help us enable us to complete tasks like most faster and puts our attention to other tasks that require, for example, more analysis, such as create reports in record times.
Also, we, are working in platforms or a way to have data centralized for the client side and for us. So this is important and this is really helpful because it helps us to manage the information in just one side. And, it’s great to help to other people that will be involved in the project. Okay.

Ernesto: All right, awesome. Next is, if there would be no batteries in technology, what would be that one thing that you want to have fixed for your role as a marketer today?

Montserrat Ruiz: Well, there’s one thing that I have in mind. Sometimes we, ah, have clients that are from a specific market or that they need like a, specific target to reach. So sometimes it’s difficult to find them.
So it will be really great. We could have like, a huge platform where we can find all type of consumers to study them. Of course, we always find a way to resolve it, but it will be, really helpful.
And, the other point that I would like to mention is that, for example, a world where all the recommendations could be applied without this budget or time limitations.

Ernesto: Okay. All right. And, well, lastly, Montserrat, what is one piece of advice that you would give yourself if you were to restart your journey as a marketer today?

Montserrat Ruiz: First, as a professional way or as a professional recommendation in this industry would say, like, try, to think, on the client side, put yourself in their shoes and try to understand their business, because that will help you to go beyond what the data say, what the numbers say, and really be involved in their business.
And, as a personal, recommendation, I will say, like, don’t be afraid, take risk, because this is the only way that you will ship things. So go for it no matter what.

Ernesto: All right, great, great, great advice there. And, well, Montserrat, we do want to appreciate you being on today’s episode. But before we let you go, I want to give you the last word. If someone forgets everything about the interview today, what is that one thing that you remember about your company?

Montserrat Ruiz: I think the main and the most important message is, if you understand the consumer behavior or to put attention for that, that will allow you to grow further, and this appraisal really represents us as a company.

Ernesto: All right, awesome. Thank you so much, for that. Well, guys, thank you so much for tuning in to all our listeners, and we’re looking forward to our next episode at Pathmonk Presents. Thanks a lot, Montserrat.

Montserrat Ruiz: Thank you so much.