職位描述
用戶調(diào)研行業(yè)調(diào)研消費(fèi)者洞察CONSUMER INSIGHTMARKET INSIGHT
Role Summary:
Responsible for analyzing consumer behavior, preferences, and trends to inform strategy and decision-making within the organization. This role requires the ability to distill complex data into actionable insights, guiding product development, marketing strategies, and customer engagement initiatives.
Key Responsibilities:
I. Data Analysis
Lead full-cycle research projects and collaborate with external research agencies to ensure high-quality data collection and analysis, including but not limited to:
Responsible for analyzing consumer behavior, preferences, and trends to inform strategy and decision-making within the organization. This role requires the ability to distill complex data into actionable insights, guiding product development, marketing strategies, and customer engagement initiatives.
Key Responsibilities:
I. Data Analysis
- Utilize both qualitative and quantitative research methodologies to gather consumer insights.
- Analyze market trends and consumer data (e.g., surveys, social listening, baby panel, etc.) to identify opportunities for growth.
- Develop actionable insights from research findings to influence product development and marketing strategies.
- Present insights and recommendations to stakeholders across the organization.
- Work closely with marketing, product development, and sales teams to ensure consumer insights are integrated into overall business strategies.
- Contribute to the development of brand positioning and marketing campaigns based on consumer insights.
Lead full-cycle research projects and collaborate with external research agencies to ensure high-quality data collection and analysis, including but not limited to:
- Brand Health Tracking: Manage Brand Health tracking; go beyond reporting to uncover the "Why" and "So What" for media and brand strategy.
- Strategic Research: Lead segmentation, demand driver analysis, and customer journey mapping.
- Innovation Research: Conduct concept/packaging/price testing to de-risk new product launches.
- Marketing Effectiveness: Execute pre/post-tests and campaign evaluations to guide brand iteration.
- Build strong relationships with internal stakeholders to understand their needs and provide tailored insights.
- Act as the consumer advocate within the organization, ensuring that customer perspectives are considered in all decisions.
- Manage agency selection and performance; optimize annual budget allocation for maximum ROI.
- Mentor junior analysts on research design, analysis, and storytelling; drive team capability through coaching and reviews.
- Integrate emerging tools (e.g., AI, automated dashboards) to modernize and scale research capabilities.
- Bachelor's degree or above, with a background in relevant fields such as marketing, statistics, psychology, sociology, etc.
- 8+ years of experience in Consumer Insights/Market Research, with at least 3 years client-side independently leading end-to-end consumer research projects.
- Core Skills: Expert in Qual/Quant methods; owns full lifecycle from design and moderation to analysis (Excel/SPSS) and reporting.
- Business Acumen: Strong Data Storytelling ability to turn complex data into strategic action. Proven track record of driving closed-loop implementation from insight to business impact.
- Influence: Excellent communicator who builds trust with cross-functional partners to drive strategy optimization.
- Industry: Experience in Mother & Baby, Health & Wellness, or Nutritional Supplements is a strong plus.
- Able to work professionally in English (written and spoken).
工作地點(diǎn)
廣州天河區(qū)越秀金融大廈
認(rèn)證資質(zhì)
營業(yè)執(zhí)照信息
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李女士/HR
昨日活躍立即溝通
美贊臣營養(yǎng)品(中國)有限公司
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