About

Founder & Chief Tracker

It all started with Richard Moniz. With over 16 years in the research industry, he quickly realized that traditional data was missing more than half the story. He wanted to peek inside the shopper’s brain (ethically, of course, no X-Men powers involved).

Over the years, Richard has designed, run, and analyzed hundreds of studies, reviewing tens of thousands of real shopper responses and behavioral reactions across a wide range of methodologies. Seeing what works, what doesn’t, and why has shaped his belief that behavioral data (particularly eye tracking) is one of the most reliable ways to understand how people actually experience products, packaging, and environments in the real world.

In addition to large-scale quantitative work, Richard specializes in qualitative eye-tracking moderation and consultation. Through his work with Tobii, a world-leading eye-tracking hardware and software company with offices around the globe, he regularly conducts in-person research across retail environments and lab settings. This includes testing signage, displays, wayfinding, and navigation in stores, as well as lab-based studies focused on website optimization, UI/UX design, and app development. Seeing how people interact is often more important than measuring what they say.

At the core of Richard’s work is helping teams make clearer data-driven design decisions that are easily executable, such as what to change, what to keep, and what to stop debating, well before products reach the shelf or screen.

As a father and a champion for more sustainable shopping, Richard believes clear, efficient design leads to happier customers and less waste.