Consumer & Trade Intelligence Analyst

Location
England,Bristol
Salary
Negotiable
Posted
08 Apr 2017
Closes
06 May 2017
Ref
13817377/001
Contact
Lucy Powell
Job Discipline
Insight
Experience Level
Analyst
Sectors
FMCG
Contract Type
Temporary
Hours
Full Time
Reporting to the Intelligence Manager, the primary focus of the Consumer & Trade Intelligence Analyst is to support the development of Consumer and Trade insights at Cluster level. The role holder will be responsible for utilising output from the Performance Reporting Team and applying analytical techniques to evaluate and draw conclusions from information gathered. These insights will inform recommendations on portfolio and business strategy


Client Details

Global FMCG business


Description

Assess Consumer Trends

* Utilise the Consumer Trends Analysis Framework to conduct research on the most prevalent consumer mega trends in the Cluster.
* Prepare research brief according to guidelines (objective, methodology, deliverables)
* Develop business case to conduct study.
*
* Work in conjunction with the selected external research agency to develop a clear understanding of developments in consumer attitudes, behaviours, values and needs.
*
* Review Group list of preferred agencies.
*
* Distribute the recommendations and share information on consumer trends to the relevant business stakeholders to inform strategic decision making.



Assess Brand Performance

* Work in conjunction with a third party agency to assess brand equity against defined performance criteria. Ensure that brand perception and brand penetration data are utilised to develop an understanding of penetration by category and brand usage.
* Review brand performance measurement frameworks & guidelines.
* Ensure that insights are summarised and communicated adequately to the key stakeholders in the business.
* Define research brief (objective, methodology, deliverables).
* Share brand performance insights.



Conduct Market Initiated Ad hoc Trade/Consumer Research and Understand Shopper Behaviour

* Discuss and agree on a key market challenges that requires focused research to help inform resolution options.
* In line with the best practice research methodology, develop research briefs to guide the external research agency.
* Ensure that research drives actionable consumer and trade insights in a cost effective, timely manner
* Distribute the results of analysis in an appropriate format, targetting insights to the specific needs of the audience
* Ensure that shopper insights are summarised and communicated adequately to all relevant stakeholders in the business
* Identify opportunities for the organisation to address shopper behaviour.
* Develop shopper tactics and guidelines.
* Share insights on shopper needs.





Manage Customer Advocacy Programme



* Ensure the effective conducting of customer listening groups - bi annual (Co-create, validate and evaluate.

* Discuss and agree on a key market challenges that requires focused research to help inform resolution options.
* In line with the best practice research methodology, develop research briefs to guide the external research agency.



Other Responsibilities



* Conduct analysis and develop intelligence for assigned brands.
* Support the Intelligence Manager to provide insight-led recommendations to the wider business.
* Understand the behaviours and motivation of the target consumers for the brand.


Profile

* Minimum of two years in an analytical or research role
* Experience of using consumer and brand data to meet the requirements of decision makers
* Experience of communicating/presenting to colleagues or peers
* Knows how to effectively interpret trends
*

Knows how to interrogate profiles
* Is able to select methodologies
* Knows how to apply insight routinely
*

Educated to degree level or equivalent

OR
* Able to demonstrate skills detailed above through experience


Job Offer

£250 to £300 a day

Can be paid via Ltd company, Umbrella or PAYE

Contract will be minimum of 3 months

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