Support the Consumer and Market Insights Leads in their mission to deliver a superior understanding (competitive advantage) of our customers, their behavior, attitudes and motivations. These positions conduct primary and secondary consumer research, conduct customer analytics, conduct ad hoc analyses sometimes synthesizing multiple data sources, and provide objective interpretation of this information taking into account their overall knowledge of the business and of consumers. These positions use many different data sources to conduct their work including but not limited to IDW, CDW, pricing data base, EYC, Nielsen, Tracking Study, ad hoc primary research studies, census and other secondary data sources. These positions are responsible for bidding research projects, choosing suppliers, and assuring the quality and integrity of their work Conduct Primary Consumer Research This includes understanding the business objective and applicability of the project, recommending the best research methodology to meet the objectives, managing the supplier, conducting analysis and interpreting study results, providing key findings and recommendations that are actionable to the business, and presenting study results. When applicable, use available intelligence from sources such as the Tracking Study and shopper panels. Conduct in Depth Analytics These projects typically focus on measuring the impacts of major programs/initiatives on consumer behavior and perceptions, updating and explaining business results, uncovering cause/effect relationships, and understanding relative returns on investments. Collaboration Develop strong client relationships that enable learning about the business and how their work directly impacts decisions. For specific projects, draw out critical information that impacts the research objectives and incorporate into all work. Stay current on new research approaches, new technologies and new tools. |
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