Juanjo Muñoz

Lead end-to-end qualitative and mixed-methods research across Cabify's core audiences (riders, drivers, and B2B clients), directly informing product, growth and marketing strategies.

• • Research execution: planned, moderated and analyzed interviews, focus groups, usability sessions and workshops to uncover user needs, behaviors and pain points across the full product experience (+10 research projects per year).

• • Product Impact: partnered with product, design, growth, marketing teams and senior stakeholders to translate research insights into roadmap and business decisions, including improvements in promotions, driver earnings importance consideration, better performance of Driver´s acquisition and retention, pain point compilation or advising against launching an "auction" product in LatAm (project cases).

• • Mixed methods: combined qualitative, quantitative signals (and the use of AI being able to perform the tasks 25% faster) to build a fuller view of user behavior.

• • Research democratization: helped embed a user-centric culture running internal sessions that brought the user voices directly into team processes and priorities (i.e. implementation of "Driver User Weeks" to bring drivers closer to design, product and growth teams).

• • Ops and market intelligence: managed vendors, competitive benchmarking and secondary research to support primary projects and maintain a sharp understanding of market dynamics.

Promoted through successive roles from Junior Researcher to Client Executive, managing high-value accounts for Spain and Europe's most demanding brands.

• • Full project lifecycle ownership: from brief and proposal to fieldwork, analysis, reporting and client presentation.

• • Mixed type of projects: brand positioning, communication, concept and product testing, U&A projects, Customer Experience… across FMCG, automotive, insurance, health and technology sectors (project cases that translated directly into real decisions: campaigns that went live, products that launched, vehicle models that reached the market).

• • Relationship and loyalty: managed and grew long-term client relationships with brands like CUPRA/SEAT, Iberia, Burger King, Cepsa (now Moeve), Audi or Verisure, combining technical rigour with commercial sensibility (handling prospecting, proposals, engagement and retention´s clients).

• • International experience: coordinated multi-market European projects from Madrid, collaborating with international teams and occasionally leading fieldwork on location (from Moscow for HP to Düsseldorf for a SEAT car clinic).

Early career across three research houses in two countries, Spain and Ireland. Synovate and GfK in Spain, Lansdowne MR in Ireland. Qualitative and quantitative projects across multiple sectors, learning the craft from the ground up while adapting to different markets, clients, teams and research cultures.