With the Digital Consumer at the core of everything, focus on generating deep insights and recommendations for informed decision making across lines of businesses in B2C & B2B, using various measurement techniques both digital & conventional varying from Qual, Quant, UI understanding, UX research, Prototypes of digital journeys, Application of Behavioral Sciences and Design Thinking, Application of AI in Insighting.
The position would ensure the establishment and maintenance of a high level of competency and efficiency in developing critical insights through the deployment of high-level analytical thinking. It is necessary to distil information across digital/ offline using primary/ secondary researchto provide holistic understanding of what can change consumer behavior.
Deliverables (Maximum 5-6 key responsibilities)
Drive the process for primary market research to understand changing consumer behavior & support business decision making
Identification of research required for addressing key gap areas or business issues relating to :
Exploratory – Behavioral Science, Ethnography…specifically of the Digital Human (and the world of Apps)
Able to brief Data Scientists on which behavior of which cohort needs to to be explored before any primary study is started
Communication Evaluation – from the stage of the audio script to TVC
Continuous Tracking of Brand Health, NPS Tracks across LoBs, Processes & Touch points
Current product innovations & initiatives
Strategic Brand Equity Deep Dives to arrive at core brand values
Concept testing
Segmentation/ Habits & attitude/ Usage & retention
Pricing/ Conjoint
Competition understanding & Benchmarking
NPS – B2C & B2B
Post launch Evals
Constructing consumer personas for effective proposition crafting & GTM strategies
Conduct consumer immersions himself/herself to gauge primary pulse
Provide recommendations for the centre (marketing, brand, product, network) & circl