Oriol Altisent quantitative analytics workflow interview

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---
title: 'Research Interview: Most Time-Consuming Tasks — Oriol'
source: notion
interviewee: Oriol Altisent
date: '2025-12-17'
type: raw-transcript
status: active
tags: [research, interviews, raw-transcript, oriol]
---

> **Note:** This is a raw interview transcript. It has not yet been processed into JTBD opportunity cards.

---

# Understanding your most time consuming tasks - Oriol


**Transcript**

17 December 2025, 03:03pm

**Desmond Leo** started transcription

---

**Desmond Leo** | 0:03

I'm. I think to start normally I would, so I've got a series of questions that I kind of want to start to basically ask, but before we begin. I'm not exactly sure what your role is here, and in general, what do you what do you do?

**Oriol Altisent** | 0:28

But there you go.

**Desmond Leo** | 0:29

Yeah. Are you a researcher?

**Oriol Altisent** | 0:33

I'm technically, I'm. Marketing scientist and and what basically do is all the advanced analytics, but that's in in theory regarding the studies, in practicality, I I do a lot of of different things that shouldn't be. My my role here, but you you theory is more abundant.

Analytics means running segmentation driver analysis the category points or Max devs. All these all these kind of analysis in in a project so helping. The teams to set them up and run the analytics.

**Desmond Leo** | 1:21

OK. When it comes to. Quantitative projects, where are you involved the most that you're you're involved in the analysis side or are you involved earlier on on the briefing side as well?

**Oriol Altisent** | 1:38

Everywhere in the briefing side to to decide which kind of of technique we need to apply in in the study. For example, what can we offer to the client when when we have the the briefing, they're in the setup of the questionnaire, but everything is that included if.

**Desmond Leo** | 1:49

OK.

**Oriol Altisent** | 1:56

Including correctly also then the the analysis part I get involved to to run analysis and then sometimes in the in the deliverables to to the client.

**Desmond Leo** | 1:58

OK. OK. OK. Then I think these questions might be relevant or we might be able to to continue with the same line of questioning. Can you, can you think about a recent quantitative project? And walk me through how it actually played out, starting from when you were first involved, maybe at the briefing stage all the way to the final delivery.

I'm I'm particularly curious about what felt straightforward. And what felt like it took a bit more effort than it should have.

**Oriol Altisent** | 2:48

Yeah, but before we start 'cause, now we're doing this kind of presentation. Can you also define what is empathy IQ for the role and what we're doing?

**Desmond Leo** | 2:51

Mm-hmm. OK.

So empathy IQ is the temporary name for the the the software platform that we have and the software platform that we have right now is designed around. It's like a survey platform. It also does focus groups and or or online discussions and stuff like that.

In terms of what my what I'm trying to understand is rather than build just another platform and just another like technology tool out there. Where there's a lot of point solutions, there's there's solutions out there that like automate different quantitative research methodologies. There's point solutions that do specialised in focus groups and and stuff.

And what I am specifically exploring is. How we can help researchers across the entire research process to make it easier and better for them to do.

And so I'm looking for those long, those points of of of that take a lot of time. We could potentially automate through workflows automate with AI or build a software system that makes that specific thing a little bit easier to accomplish.

And I'm talking to as many researchers as we can, at least internally at first, to get an understanding of what problems we have as a team.

And hopefully I can speak to external researchers as well to understand what the market is. Is is saying like these are kind of like the biggest sticking points or the biggest problems and and and so forth that we have because the last thing I want to do is it's like if we there is this plan to. Launch or go go into public beta. With our platform and I need to make sure that it's got enough delighters in there that actually make it stand out from the the rest of the other solutions that are just other survey tools, right? I don't want to launch another survey tool, so I'm trying to.

I'm trying to figure out where what can we, what problems can we solve for researchers? That actually make a big enough impact where it becomes a must have technology for people to use.

**Oriol Altisent** | 5:25

And the survey platform is to use internally or is also for commercialised to other client and they can build their own surveys and do their own research.

**Desmond Leo** | 5:30

So currently.

Vian. I mean, I think the dream is to get it to public so that other people can can use it. Buzzgrave currently access currently have a tenant or a version of the the software already. I have a friend in the UK who runs UK Omnis and he's using it as well.

And so it is. It is. It is. The intent is to try and build a solution that solves problems for market researchers effectively built by market researchers as well. Market researchers that understand like core problems in the market research process. Because then and then we build software to solve those problems.

So.

We are trying to get. We are trying to get the software in a position to have all of our internal researchers use it instead and kick out decipher. And we will be leveraging and using our internal researchers basically as as as feedback points of feedback content and what we need to improve in order to just skip full adoption internally and then we'll go external.

Does that is that? Is that answer? Yeah. Do you have do you have? Do you have other questions?

**Oriol Altisent** | 6:47

Yeah. No, no.

But I, I I knew the part about the survey platform that we are creating, but then I also see all these messages that you're sending lately about dischargeability problems that are trying to help us with solution. I wasn't sure if there is also. This part that is coming more, yeah.

**Desmond Leo** | 7:09

So the the, the the chat, so the the the prompt improvement thing actually spawned from just like an internal.

I noticed that some prompts that people were using were particularly inefficient and and weren't really good at at like fine at. Getting the answers that that people would need and so then that's I was just like very quickly. I was like I'm going to put together a little thing to to help improve how people write prompts and so that's that's why I created that.

It's it's not necessarily part of of empathy IQ at all.

The questionnaire reviewer is a proof of concept that one's a little bit more complex, involving quite a few different documents and work flows and standardizations and stuff like that.

Eventually that will be. I'm hoping that will be something that we bake into the platform as well.

So someone then says, oh, you know what, I'm I'm actually just at the research design phase and I need to get a starting point. They can talk to the questionnaire reviewer in the platform. It designs a questionnaire. All of the the back and forth and the the edits happen inside there and then and then it automatically transfers into a programme survey that they can. Then launch.

That's kind of there. There's ambitions for that there, but I need to see how much interest there is in the market for for that type of solution in the first place.

When we break down the the research process, though, we go briefing design, field work reporting and so the the. I have an idea that. There will be a way that we can help across every step of that process and so for the design process, that's where the questionnaire GPT comes in play, where actually maybe we've just got a quick way that we can already help people come up with very quick tablets. For questionnaire designs that they can then that they can then use.

**Oriol Altisent** | 9:12

Mm-hmm.

**Desmond Leo** | 9:13

It also it's also it also helps resolve some of the sometimes reformatting a questionnaire really sucks and is boring and is time consuming and you don't want, you know, no one wants to be spending their time doing that.

So like if you have so with with that specific. Like GPT. Like if you have a questionnaire already designed and you just need to make it better formatted for programming, you throw it in. It formats everything for you, but if you also just have a brief and you don't understand what questions you should ask in the 1st place or you don't want to spend the time coming up with those basic questions. You can just be like, give me a starting point. It gives you the starting point and then you can take that and and and refine it.

**Oriol Altisent** | 9:57

Mm-hmm. Nice and useful 'cause. You know, we so.

**Desmond Leo** | 10:03

The intent I'm hoping is is to make live seed make the life of market researchers easier.

**Oriol Altisent** | 10:09

Hmm.

**Desmond Leo** | 10:10

You are.

While you are different because you are a marketing data analysts, specialists, advanced analytics person, theoretically you're still in the body of of market researchers. I think if if you don't think so let me know.

**Oriol Altisent** | 10:29

Oh yeah.

**Desmond Leo** | 10:30

OK. And so then my question to you is is I do want to kind of get your opinion and in terms of. How you work through things, how projects come to your plate, you might focus on different areas, but I still want to know, you know how those areas are are done and and you know if there's any efficiencies that we can we can use.

So if we think back to a recent quantitative project, can you walk me through how? It actually played out.

**Oriol Altisent** | 10:58

Yeah. Yeah, I I going going through a standard project 'cause there's a lot of a doc things that that I'm doing that probably I don't want and never repeat again. So this is probably less interesting here.

But yeah, let's talk about a traditional project and and as you know that we have empathy, we have DBA, and we have salience plus, so salience plus DBA is always quite the structure is always the same, but the type of project that we have for empathy is a kind of the traditional one that. That we came with gonna start with with a brief.

We will receive the brief of the client or we'll receive some information from the client. And from there we have to understand the request. What? What they wanna do. And how we're gonna solve it. We're gonna propose to them.

And this was. I'm not gonna say pain point, but when I was thinking about this meeting, it was one of the things that I was thinking related with the problems that you were created. Creating that's something that can be used.

**Desmond Leo** | 12:11

When, when? When it comes to? Sorry if we if we just stop at that specific you know we're if I understand you correctly we're at the briefing stage you get together I mean even at the briefing stage you're trying to figure out what solutions to put in place.

**Oriol Altisent** | 12:17

Yeah.

**Desmond Leo** | 12:27

Does that require a lot of work on your side?

**Oriol Altisent** | 12:27

Yeah. Yeah.

Well, for you, you received the request from proposal. They work in the request from proposal.

It depends on the client because sometimes it's they go to a point and clearly they they know what they want and they they are talking about the solution or or it's quite clear from the proposal.

Sometimes our proposals is is 2030 page. Just. That they sent you have to read them so this can be kind of a playful point when when the client send you these RFPs that are more more than 20 pages.

So in other utterances, what we're doing is first up using using a prompt, summarise it and you have. Affect summa