Director - Customer Insights & Research

Market Research Conceptualization and Execution:

- Create the Market Research brief in discussion with the brand team and share the same with the Marketing Research agency;

- Monitor the Marketing Research field work undertaken by the agency on a periodic basis;

Market Research Findings Implementation:

- Discuss in details with the Manager Market Research & evaluate the report basis the Brief provided to finalist on the conclusions;

Maintaining Databases & Creation of MIS:

- Maintain all databases pertaining to Retail Audit, Household Panel Purchase, Brand Health track, Media data & Adhoc studies to be archived or maintained;

- Generate and share periodic reports with the brand team & other required stakeholders basis need or protocol;

Portfolio Planning:

- Evaluate the current product portfolio for each category/ brand on periodic basis and identify improvement/opportunity areas to optimize portfolio basis of findings from market research;

- Provide inputs on the portfolio optimization to brand managers in order to ensure 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 and monitor and review the testing undertaken by the team and identify areas for improvement in product based on analysis of test results

- Discuss areas of improvement/recommendations in conjunction with the Manager Marketing Research, the brand team & product development team in order 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 message based on market research findings and discuss inputs with Manager Marketing Research;

- Review communication testing report developed by MR team and provide feedback on changes in communication to brand manager in conjunction with the Manager Marketing Research in order 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 overall message communicated;

- Share the findings with the Brand Manager, in consultation with the Manager Marketing Research, for changes required in packaging (if any) in order to ensure packaging development is as per the overall brand communication message