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2. Responsibilities in this career area (“what”)
Marketing, Branding & Sales
Overview
Career Areas
Go or no go

2. Responsibilities in this career area (“what”)

Customer Insights

  • Conduct quant and/or qual research to understand customer attitudes, preferences and needs using methods like:
  • surveys
  • focus groups
  • structured interviews
  • observations in stores or homes
  • online diaries
  • etc.
  • Can be B2B or B2C research.
  • Behavioral…. eye tracking, fMRI.
  • Design and analyze customer surveys to quantitatively understand customer preferences, attitudes and needs (e.g., conduct pricing analysis in a particular market for a product or a service).
  • Organize and run focus groups to qualitatively understand customer attitudes, preferences, needs.
  • Quant is used mostly for decision making and qual is used to understand better the “why” of customer behavior.

Market Research

  • Develop of positioning map of your product X vs competition along several key dimensions of customer choice.
  • Benchmark features of your product versus competition.
  • Identify and assess potential new markets or market segments for an existing product. .
  • Calculate market potential using secondary data sources.

Account Manager in Agency

  • Understand the client business need.
  • Design a research proposal to help the client make better decisions (could be a mix of qual, quant, analysis, etc.).
  • Supervise the execution of the research.
  • Analyze research results.
  • Prepare client presentation with results and recommended actions/decisions.
  • Main KPI: client satisfaction and revenue generation.