The Associate Insights Manager will plan, design and conduct various consumer research studies as directed by the Insights Manager. This includes vendor/partner sourcing, evaluating cost/benefit tradeoffs in research design, leading internal cross-functional collaboration to execute and generate insights to drive decision making. Synthesize multiple data sources, both primary and secondary, to drive strategic recommendations. Provide analysis and associated recommendations to Insights Manager, the Brand/Channel team or to Senior Management. This role will be responsible for integrating multiple data sources (consumer tracking, Nielsen, behavior tracking (BTS), custom quantitative research, various qualitative research projects, etc.) in the development of situation assessment to drive brand/channel planning and inspire idea development. They will assist in the creation of consumer immersions to help build the “voice of the consumer†within the brand team.
Research Strategy
- Translate key business issues into strategic understanding gaps that can be addressed with research and/or data
- Provide actionable strategic insights and prescriptive recommendations for brand, channel, customer or innovation teams
- Determine the analysis or research technique employed to answer key strategic questions
- Design approach and secure data solution from internal sources or external research partners.
- Leads the development and analysis of select research studies, including both qualitative and quantitative methods,
- Synthesizes various tracking studies for deriving applicable insights for Brand, Channel and Customer teams.
Planning
- Align against plans for work-flow
- Align projects to link to brand timeframes, e.g. some longer-term issues arise
Partnership Management (External)
- Manage research suppliers to ensure quality of work, budget and timelines are met
Communication Management (Internal & External Stakeholders)
- Act as voice of consumer for identified brand or shopper segment
- Solicit strategic and tactical hypotheses from key decision makers to drive research design and appropriate tradeoffs
- Identify and communicate consumer insights with Brand, Channel and/or Customer teams to drive both short term tactical and long term strategic direction
Education level and/or experience
- Bachelor’s Degree with Master’s degree preferred (social sciences, research focus preferred)
- Minimum 5 years of consumer research experience (supplier, client or agency)
- Strong analytics and digital analytics experience – has conducted primary and is familiar with secondary research
- Can identify and synthesize consumer information to provide insights to key customers
- Working knowledge of a broad range of qualitatitve and quantatative methodologies and key questions for determining appropriate research approaches.
Other requirements
- Strong organizational skills
- Strong communication skills