Tata Steel - Senior Manager/Manager - Consumer Insights

Position Title: Sr. Manager/Manager Discovery- Consumer Insights

Department : Innovent

Educational Qual.: Any graduate & PGDM/ MBA/ Masters/ PhD in Design thinking, Innovation, Product design, Market Research, Consumer Behavior analytics

Profile: Candidates who have worked in market research agencies (Nielsen, Kantar, Ipsos etc.) or in consumer analytics arm of FMCG/ Consumer durables organization with good experience in ethnographic research

Attributes (Behavior): Inquisitive, Storyteller, Eye for details, extremely interested in whats going around in a home, able to see the birds eye view.

Experience (Years): 3-10 years, should be expert in Quantitative tools (Turf Analysis, Conjoint analysis, GAP analysis, Maxdiff analysis, Cross Tabulation) and Qualitative tools (Individual interviews, Focused group, observation and action research)

Job Purpose Statement (Brief):

- Ideate new white-space ideas by conducting first-hand researches- both qualitative and quantitative- as also help improve products under development through continuous product and consumer research.

Key Accountabilities:

1. Ideation to unravel white-space opportunities in Home-making frame :

- Global benchmarking of Home-Interior and Rural space in developed and developing nations

- Trend-spotting of customer need and usage patterns

- Conduct brainstorming workshops in Home-making areas and immersions in Rural

- Deploy In-depth qualitative & in-context observation to create portfolio

- Continuous insight gathering of existing home-maker and rural concepts

2. Implementation of insights into existing product improvement/ variation creation :

- Improve concepts under implementation to improve customer acceptance, experience and purchase desirability

- Create hypotheses and prepare brief for Business Incubation Managers for guidance on new concepts development

3. Enrichment of insights into creation of new ideas :

- Single point of contact for research agencies to conduct detailed market research exercises and subsequent design developments

Internal Interactions:

- Head Business Incubation

- Head Innovent

- Business Incubation Managers

- Business Development Managers

External Interactions :

- Research agencies, Product design firms, ethnographic experts