The pandemic has propelled us all into an evolving and learning mode; it has pushed both industries and insights providers to consider new approaches as a matter of survival. Within EyeSee, an agile strategy was part of the team’s DNA from the get-go, which is why sourcing out the right talent to shape and handle the growth is key. A new one just joined our ranks: Heather Graham, formerly VP/Client Development at Behaviorally (formerly PRS)!

Heather has market research experience spanning over two decades, covering both agency- and client-side companies in the US and Singapore. Throughout her career, she has been particularly keen to tackle a wide variety of projects, tasks, and initiatives.

“Aside from an impressive list of clients under her belt, Heather’s contagious curiosity, drive to learn and go the extra mile to the optimal solution for clients made it clear to me that she would feel right at home within EyeSee”, said Oliver Tilleuil, Founder and CEO at EyeSee.

We took this opportunity to get to know Heather’s perspective on the changing industry landscape and major opportunities facing clients in 2021.

The MR industry is adjusting to accommodate new research needs during and after global pandemic, seemingly becoming overall more tech-driven, agile, and tactical. The byproduct of this massive embrace of online and behavioral is that there is far less diversity in MR services in the market. How do you define innovation and ‘new’ in MR today?

Given the pace of 2020 (and 2021 being at least as fast, if not faster), I’m hoping for a multi-pronged approach and philosophy to innovation across the industry. 

Client-facing technology and services launched by agencies: Though in my experience clients are a lot like FMCG consumers – intrigued by the new and willing to try it, but find it quite hard to give up the tried and true (for a whole host of mostly good reasons) – and so innovations and ‘new’ ideas need to find a balance between familiar or recognizable and distinctive. Both in terms of the ideas themselves and in terms of overall portfolio of services. 

Employee- and team-facing technology and services: 2020 was a year of literally grinding through. 2021 needs to be a time (hopefully shorter than a year 🙂 of taking a step back and developing or retooling processes, software, and hardware to better enable and empower employees and teams to do their work successfully and more efficiently. Which will benefit everyone, of course!

With online shopping and buying options being on the rise, could you share any predictions about what might make companies competitive in this area?

For our clients: It is more important than ever in this new COVID/post-COVID environment to understand P2P and ensure that your brand has the primary bases covered – and covered with compelling calls-to-action.  This doesn’t mean that everything needs to change, not at all. Continued investment in consistency – your distinctive assets and brand language should be maintained – with an eye to meaningful and well-placed signposts and reminders is critical to maintain (and better yet, build) mindshare with consumers. Driving compelling and cohesive stories across advertising, e-commerce, and pack is essential. 

Additionally, ensuring brands have the right mix and the right presentation of the mix is critical.  While we don’t have crystal balls, of course, the past 12 months have certainly helped us see more of the future than we could have anticipated even 18 months ago.  So, in reviewing the product portfolio – do all your products still make sense?  Should something(s) be added? 

For EyeSee: This past 12 months provides two sides of a coin.  EyeSee has been an industry leader in online behavioral research, but the gap with competitors is shrinking – accelerated by the pandemic.  In the few days I’ve been here, I’ve already seen that this is simply a motivation to push further.  And I’m so excited to be a part of that entrepreneurial stretch.

What do you believe is at the core of EyeSee? Was there something you learned about the organization that might not be so obvious for outsiders?

EyeSee may still feel like a young, new company in the industry, but the methods, the practices, the expertise deployed are well established and well researched. 

What made me join the team are the Enthusiasm, Authenticity, Integrity, Empathy.  Olivier’s passion is infectious; meeting with others in various positions and locations during the interview process demonstrated to me that it is a shared passion. 

EyeSee has been a good competitor over the years , which shows me that there are strong services on offer.  And these services go beyond retail and FMCG, which is exciting. With +10 onboarding and introduction meetings under my belt, I feel the human-ness of everyone I’ve spoken to. There is clearly considerable respect amongst everyone I’ve spoken with, there is a strong feeling of a team from the highest levels, and I’ve already met a cat and a baby during conference calls (strong contributors, both).

Heather Graham has worked in marketing research for over two decades, both on the agency- and client-side. Previously, she was a part of Behaviorally (formerly PRS) in the US and Singapore. Heather most enjoys being in agency-side and relatively smaller companies as she feels like this is where she can have the most positive impact, learn the most, and have access to the most variety of projects, tasks, and initiatives.

If this interview sparked interest in EyeSee’s unique approach, check out our article outlining the formula behind our 8 years of sustainable growth.