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.