Job Summary:
The Market Research Officer is primarily responsible for designing and implementing insighting activities that capture a clearer understanding of the target customer.
He/she will utilize market research and data tools to synthesize customer, competitor and industry insights in driving effective engagement with its target customer throughout their journey with the company and its products.
He/she will support the advocacy for a customer-centric mindset to inspire and influence business/ marketing decisions.
The role will support the cultivation of the research and insight capabilities for the organization.
Job Responsibilities:
· Manage insighting and cross-functional research projects by understanding business needs and objectives, assumptions and possible challenges to identify the optimal approach to address business need. Identifies existing studies that can address needs.
· Design and implement customer insighting initiatives (e.g. desk research, qualitative interviews/ discussions, quantitative surveys, data analysis) that integrate customer, company, and competitor understanding to support business decisions and focus sales and marketing and innovation efforts
· Support the development of a clearer understanding of the commercial customer’s needs, preference and behavior to improve engagement effectiveness
· Inspire and influence business strategy, process improvements and tactical initiatives by designing, implementing and synthesizing market, customer and competitor insights to capture a better and deeper understanding of the customer.
· Enable, support and facilitate co-creation activities across internal groups and/or customer to develop and improve product/ service offers
· Recommend the best approach to answer business objectives and deliver customer insighting initiatives within agreed specification, timeline and cost. Identify potential issues and/or support needed that may impact delivery and lead solution creation to address gaps/ issues
· Collaborate with cross-functional teams to understand the target customer, draw actionable insights and ensure interviews/ surveys/ insights are acted upon
· Act as primary contact for third party partners. Manage client-vendor collaboration. Ensure that the vendor provides best practice approach, knowledge sharing, best cost and/ resource to deliver business needs
· Work on other methodologies, including but not limited to: Mystery Shopper studies, Online Communities, Immersions, Customer Experience measurement
· Design and implement customer and branch/store-related insighting activities (e.g. qualitative customer understanding, ethnography/ immersion, foot traffic analysis)
· Capture a better understanding of the customer journey through research initiatives (qual, quant) and competitive intelligence
· Lead cross-function ideations/activities e.g. workshops and immersions (may include facilitation/moderation and supplementary in-depth interviews)
Qualifications:
· At least 6 years market research, customer insighting/ or any related field
· At least 3 years’ experience in managing market research, customer insighting/intelligence projects with no/minimal supervision
· Preferably with experience in the market research agency
· With specialization on qualitative research with knowledge or understanding of UX/CX research
· Preferably with experience in Shopper Research
· Preferably with experience in facilitating ideation workshops
· Experienced in translating qualitative and quantitative research to insights
· Experienced in synthesizing multiple data sources to provide insights
· Project management & cost control
