The Senior Manager/Associate Director,Market Research & Analytics is responsible for primary research for the company ensuring primary research data is used effectively to make business decisions and support strategic objectives, with the execution and support of primary market research activities.
Primary Market Research
Designs, manages and analyzes primary marketing research projects for companys promoted products and pipeline products to support business objectives and decision-making processes incl. developing surveys/discussion guides/methodology/outlines.
Demonstrated ability to construct and manage research projects through all phases of research design, data collection, analysis, and presentation. Creates research conclusions and recommendations based on research data that are relevant, actionable and appropriately aligned with company objectives, needs and strategies
Conduct presentations, attend/conduct focus groups/monitor online bulletin boards, summarize findings and participate in the RFP process and vendor evaluation/selection. Proven experience in research vendor management and being the key liaison with primary market research vendors.
Conduct in-house Secondary research to back up primary research findings when needed
Ensure objectives are met within budget.
Educates internal clients and employees about research practices and applications
Champions customer research and its application throughout the organization.
Customer Segmentation
Identify customer groups and track sales performance incl. promotional response curves.
Identify customer targets of opportunity through analysis of Rx performance and response to promotional programs (i.e. sales calls, direct mail).
ROI Analysis
Determine customer response to promotional activities.
Conduct ROI analysis on promotional programs internally and manage vendors for external ROI projects
Reporting and Forecasting
Provide key indicator reports on product performance, competitive assessments and market environment.
Active role in developing sales forecast for commitments to future products.
Provide ad hoc reports for marketing programs.
Qualifications:
Bachelors degree in Marketing, Marketing Research, Business Mathematics, Statistics, Engineering or Applied Social Research required. MBA in Marketing preferred.
Proven experience in the application and use of marketing research analytical principles, methodologies and statistics, including confidence intervals and sampling errors, correlations, probabilities, segmentation, conjoint, modeling, and regression analyses.
Previous experience or knowledge of statistical software (such as SPSS) and business intelligence programs (such as Business Objects) is preferred.
Proficient in MS Office applications, especially MS Excel and PowerPoint. 2 to 5 years of progressively responsible primary marketing research experience.
Travel approximately 15%
Strategic/Evaluative Thinking
Advanced qualitative and quantitative approaches, sampling processes, questionnaire design, ethnography, online research methods, mystery shopping, in-depth analytical skills, and website usability testing. Usability testing facilitation skills preferred.
Exceptional analytical skills with the ability to present key findings and develop reports as well as translate the results of statistical analyses into concise business terms
Must be able to summarize large amounts of data into meaningful conclusions and recommendations to management
Excellent time management and written/oral communications skills, including the ability to conduct effective presentations to key leaders/decision makers
Ability to work well both independently and as part of a team
Supervisory skills or experience preferred
Skill in managing multiple projects simultaneously
