Job Location: Winston-Salem, NC
Overview
The Market Insights Analyst will be responsible for understanding what consumers are doing and analyzing trends. The emphasis will be on determining emotional drivers and then crafting the story of how those trends will impact the business.
Responsibilities
- Synthesize information from external sources to understand consumer behavior and look for trends which could impact business decisions.
- Product Trends
- Competitive Trends
- Consumer Trends
- Conduct proprietary research to track business environment and issues.
- Manage projects including survey design, collection, and analysis.
- Brand Tracker for overall brand perception among consumers.
- Guest Experience Surveys to test operational impact.
- Pricing Studies
- Initiative Trackers for specific products and events.
- Conduct qualitative research including in-home visits, shop-a-longs, and some focus groups.
- Organize all phases of research including design, recruiting, and activation
- Maintain Small Data team for ethnographic team.
- Coalesce information from all participants into one story.
- Archive videos and photos from research for easy retrieval.
- Update Insights Portal with all relevant information to be shared internally.
Qualifications
The ideal candidate should possess the knowledge and skills generally associated with a Bachelor’s Degree plus 3-5 years of progressively increasing experience. Experience dealing with external research vendors. Knowledge of current research methodologies — Quantitative and Qualitative. Excellent communication and analytical skills. Experience managing projects. Good interpersonal skills able to communicate with a wide range of people.
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