Consumer Insights Analyst

What makes this a great opportunity?

The Consumer Insights Analyst skilfully creates appropriate methodologies, execute primary research (quantitative and qualitative), to vividly bring alive consumer understanding / insight that inspires big ideas and delivers profitable brand growth. Equip the marketing/trade teams with an understanding of their performance. Bring the consumer to life as part of the activity development process (e.g. creative briefing) and is a key contributor to the Consumer Planning & Insights team, looking for “Simpler, Faster, Better” ways to deliver value to the business. 

Role Responsibilities

Consumer understanding 

• Delivering the learning plan for the brand. 
• Accountable for identifying and driving the brand consumer agenda. 
• Conducts insights and research for Spain Market: qualitative fieldwork and quantitative studies; running projects end-to-end (many times with minimal supervision) 
• Support the day-to-day project management needs across a wide variety of research methodologies and suppliers. 

Category & brand strategy and activity planning 

• Leads, in partnership with the marketing team, a robust situation assessment for the Brand as input into the annual strategy process and activity planning. 

• Provide day-to-day consumer insights and business intelligence consulting support for brand and sales team members. 

• Ensuring the brand / trade teams understand consumer reasons for performance (using tracker, sales data, trends data etc), and act on the implications of that understanding. 

Integrated brand communication 

• Supports the development of creative and media briefing process alongside the brand and agency partners. 

• Ensures that the consumer programs and creative assets are informed by the most current and relevant Insights and testing protocols. 

Insights & resource management 

• Responsible for designing and executing consumer and market research in connection with the marketing teams to: identify emerging consumer behaviours, wants, and needs; new consumer segments (now, next and future); market trends (micro, macro and mega), and analysing competitive activity. 

• Partner with local data and key platform providers (e.g. Nielsen) for brand/market -specific projects as needed – as well as leveraging the global insight tools, platforms and data, where possible.  

• Accountable for managing brand research spend to deliver targeted savings and on budget Ensures that the consumer programs and creative assets are informed by the most current and relevant Insights and testing protocols.  

Business performance management  

• Builds an extensive understanding of Measure & Evaluation for the brand to drive more effective marketing planning. 

• Integration of CMI sources in to Quarterly/Monthly Business Reviews.  

• Management of relationship and day to day interaction with external partners (Nielsen, etc...) 
• Responsible for training new users and the ongoing capability building for users in CMI tools (Nielsen, Answers, Clickview, Kantar) 

Qualifications

Education & Languages:

• Bachelor’s degree level education. 

• Very Fluent in English and Spanish, able to lead sr. stakeholders. 

Experience:

• 3+ years research experience (agency or client side)   

• Familiarity and comfort with traditional market and consumer research sources (Nielsen, BrandZ, IWSR, etc.) 

• Experience of managing consumer research agencies.  

Skills:

• Thrives in a fast-paced, constantly changing environment 
• Line management / coaching experience 
• Confident to challenge existing thinking / beliefs on our consumers & brands