Manager – Consumer Insights

Responsibilities:

Market Research Conceptualization and Execution

Create the Market Research brief in discussion with the brand team; Share the brief with the MR agency; Coordinate with the brand team and/ or product development team for stimulus samples; Evaluate the research tools & methodology used (discuss with MR manager for unique non-protocol cases);

Monitor the MR fieldwork undertaken by the agency periodically.

Market Research Findings Implementation

Discuss in detail with the Market Research manager & evaluate the report basis the Brief provided to finalize on the conclusions

Maintaining Databases & Creation of MIS

All databases for Retail Audit, Household Panel Purchase, Brand Health track, Media data & Adhoc studies are to be archived or maintained. Combined database to be updated & maintained.

Periodic reports to be generated/shared with the brand team & other required stakeholders basis need or protocol

Portfolio Planning

Evaluate the current product portfolio for each category/ brand periodically and identify improvement/opportunity areas to optimize the portfolio based on findings from market research; Provide inputs on the portfolio optimization tobrand managers to ensure the product portfolio meets the requirements of market/customers as per market research findings

New Product/ Product Extension Planning, Development, and Launch

Participate in discussions with brand/product development team to understand new product brief; Monitor and review testing undertaken by the team; Identify areas for improvement in product based on analysis of test results; Discuss areas of improvement/ recommendations in conjunction with the MR Manager with the brand team & product development team to ensure that new products/ product extensions meet needs of market/customers as per market research findings

Brand Communication, Development and Execution

Identify key communication messages based on market research findings and discuss inputs with the MR manager; Review communication testing report developed by the MR team; Provide feedback on changes in communication to the brand manager in conjunction with MR Manager to ensure that brand communication is developed as per needs of market/customers identified through market research findings

Packaging Development

Review the packaging development test reports to check for package relevance with the overall message communicated; Discuss feedback with the MR Manager & then share the findings with the brand manager for changes required in packaging (if any) to ensure packaging development is as per the overall brand communication message

Knowledge: Strong programming skills: MS Office/Excel/VBA