Women who shape research and us, part 1: The talent of Mexico

At EyeSee, women add up to 71% of all insights and data researchers; roughly 8 out of 12 Directors are in fact women who define every facet of our agency. It is not an exaggeration to say that having this perspective uniquely influences how we tackle clients’ needs, deliver results and lead in consumer behavior insights. Therefore, we take Women’s month (as well as any opportunity) to reflect, acknowledge and celebrate women who shaped research and us.

https://www.youtube.com/watch?v=oVA9mZqz6i0

First off, we checked in with our team based in Mexico City regarding their thoughts on consumer insights and the state of market research industry.

Are we doing femvertising right?

When asked what sort of patterns distinguish advertising of today, Daniela Blanco, Senior Insights manager at EyeSee had this to say:

Daniela observed that women aged 25 to 50 in Mexico do not feel represented in advertising, and they consider that brands do not represent gender equality. With femvertising, brands can better connect with female consumers, but above all, empowering, encouraging and strengthening women; which also benefits men and society in general.

In the same way, it was shown that there is a positive influence on the perception of Corporate Social Responsibility (CSR) of brands that use messages of empowerment of women, several studies have shown that this type of advertising improves the self-esteem of girls and adolescents, even in patriarchal and collectivist cultures.

What is the key challenge with consumers of today?

The consumer insight that is key to understand the behavior of the new generations is Average Attention Time, argues Yael Moctezuma, EyeSee’s Junior Data Analyst. She explained:

Environments such as social media pose additional challenges when it comes to creating a successful video ad. Ferociously fast-moving timelines have brought on the need for marketers to become excellent managers of attention. Consequently, attention metrics come into play as the strongest indicator of success: being three times more predictive than viewability, attention metrics inform marketers about how much of the video content will actually be seen.

Is the future female?

As you might have discerned by now, Mexican team is comprised of outstanding female influences that inspire us daily. One of which is Alexandra Mar, EyeSee’s Insights manager whose previous experiences cover health, finance, and EdTech sectors. She took this opportunity to reflected on employment gaps and imbalances, and outline reasons to curb optimism:

The impact is felt across industries including market research, claims Alexandra. If the future were indeed to include a more balanced female presence in the industry, the first step is to ensure empowerment through knowledge and training.

Incidentally, our Mexico Country Lead & Insights Director Diego Adolfo Chávez Terrazas just joined the impressive list of Women in research mentors, organization that works tirelessly to advance position and amplify voices of women in the industry. He echoed Alexandra’s concerns and added a very personal take:

Interested in this topic? Check out our #FollowInsight article inspired by Women’s month.