Consumer Insights Analyst

Overview

Our core purpose in Insights at Pepsico is to Power Positive Growth by being a catalyst for growth, powered by human insights.

The role of the Consumer Insights Analyst is to lead end to end delivery of research projects in our franchise owned Beverages portfolio in Africa, partnering with the Marketing and Franchise team and supporting the overall Operating Unit. This includes working on some of the biggest beverage brands namely Pepsi, Mirinda, 7 Up. In addition, the role also entails driving consumer insights initiatives across the portfolio, such as Brand Equity Tracking, occasion tracking and adhoc consumer research projects to define clear opportunities for PepsiCo brands. Supporting the Insights manager in rolling out and entrenching Human segmentations and Human centricity initiatives across the business, is also expected.

Responsibilities

Consumer Research: Lead ad-hoc consumer insights research projects providing input into the design, management of research agencies and key stakeholders autonomously, input into presentations to extract insight to leverage within the business, ensuring that recommendations from the research are implemented.

Brand performance evaluation/Post evaluation of marketing activities: Monitors brand equity and activities such as occasion tracking on a quarterly basis. Presenting back to the brand and commercial teams with recommendations to ensure we maintain and build our brands.

Consumer Analysis: Preparation and delivery of integrated reports drawing all pieces of information from multiple sources together and connecting dots to form coherent and insightful reports.

Foundational Framing: Supporting the roll-out of key strategic initiatives such as Demand Tracker, Needscope, and tech driven initiatives etc. to fully entrench them within the business. Leading projects for opportunities identified for the category. In addition, support relevant projects to understand consumer groups in SA.

Trends: Identify and drive knowledge of latest consumer and market trends within your category as well as with the broader commercial team

Qualifications

Technical Skills

• Relevant tertiary qualification with a strong emphasis on commercial subjects.
• Minimum for 5 years’ experience in both qualitative and quantitative research either at agency or FMCG, building a solid knowledge of research methodologies and techniques (qual &quant); basic statistics.
• Proven Commercial Acumen
• Proven Strategic ability with strong analytical/ creative/ innovative skills
• Good Knowledge of research methodologies and techniques (qual&quant); basic statistics
• Experience in developing and maintaining relationships with external agencies and internal stakeholders
• Excellent communication, presentation leveraging storytelling and project management skills
• Fluent in English
• Bonus is Food and Beverages category experience and Pan Africa experience
  
  

Personal Skills

• Passionate, self-motivated, highly curious and strong willing to learn and develop.
• Mature, self-confident and self-managed personality
• Strong can do attitude
• Able to synthesize multiple sources of info to give recommendation
• High level of integrity and ability to push back when challenged by the business
• Committed team player with a passion for growth
• Confidence to build strong relationships with peers and management
• Ability to cope under pressure and be agile in ways of working and thinking
• An eye for detail and highly numerate with strong analytical thinking, proven ability to spot trends, synthesize and integrate learning from multiple sources and see the connections in data, trends, events etc to generate insights.
• Lead research projects from brief to debrief but also ensure it is entrenched into the business through effective business partnering
• Represent insights in cross-functional team on Product, Market and Process Innovation.
• Ability to combine data, judgement, and experience to make effective decisions in complex situations and when there is a lot of uncertainty or ambiguity.
• Ability to empathize with the consumer.
  
  

Differentiating Competencies:

Insights the PepsiCo Way:

Be Simple

Be Brave

Be Intentional

Leveraging Tech Partnerships

Global Insights Enabling Behaviours:

• Empathize with the Consumer
• Open and better with diversity
• Choreograph Change
• Collaborate to Win
• Satisfy Intellectual Curiosity
• Influence through Storytelling
• Embrace Risk
• Navigate Ambiguity
  
  

Global Insights Operating values:

• Bias for Action … even over Absolute Clarity
• Future Forward POV … even over What Works Now
• Working in Public … even over Working Alone
• Common Good … even over Personal Importance