Consumer Insights Specialist

Function: Consumer Insights & Intelligence (CII)

Purpose of the Job

1. 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.
2. 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 .
3. Deliverables (Maximum 5-6 key responsibilities)
4. 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
• New 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) & circle business teams to incorporate the findings/learnings into their decision making so as to make customer-focused decisions.

1. User Testing through Digital Ethnography

• Conceptualise the ‘Strawman’ necessary for building the journey.
• Responsible for conducting UI/UX, User testing of concepts, user-flows prototypes, wireframes for digital consumer journeys across different touchpoints App, Website, purchase on TV.
• Eye for detail:
• Fix the Nuts & Bolts - Ability to Identify issues pertaining to logic flow, friction points, comprehension & reasons of journey drop-off points.
• Eye for Aesthetics - Ability to Identify issues pertaining to design, aesthetics, visual patterns and communicate design ideas & prototypes.
• Strong “gut” to be able to identify key consumer tension, and expectations.
• Also, see “The Wood from the Trees” – visualise the complete consumer journey in App / Web. As a part of this: Benchmark competitor Journeys.
• Ability to rapidly test and iterate the designs to arrive at a recommendation.
• Use the CEL (Consumer Experience Lab) to do user testing research for Digital consumer Journeys, using high-resolution camera.

1. Behavioural Science

• Engage with consumers to diagnose the WHY behind the action/ purchase decision basis the underlying biases & heuristics.
• Deep understanding of varied behavioral science principles to help design possible nudges for favorable business outcomes.
• Ability to study consumer behavior through the use of systematic experimentation and observation.

1. Digital Insighting

• Paint the consumer landscape using social listening tools like Brandwatch, App Annie, Statista & other digital platforms to distil information available in the online world across Social Media, Blogs, Websites, YouTube that supports in having a pulse of the market.
• Review published reports, online reviews and other reliable published digital information and generate insights and recommendations on ways of overcoming customer related issues, to support informed decision making
• Specifically, scan India and Global competition trends as well as Best Practices the on telecom related categories to capture relevant opportunities helping product feature finalization/marketing proposition crafting

1. Map consumer space for building long term strategy

• Facilitate large scale mapping of consumer insights and its multivariate analysis by geography, demography, benefits sought & usage levels at a circle level.
• Develop a detailed understanding of customer personality, behavior, attitudes, usage, habits motives, lifestyle and geo-demographics.
• Commission consumer identification, marketing creative effectiveness, market sizing and trend, pre-awareness and purchase intent research where that is appropriate.

1. Support respective business teams with inputs from past learnings, initiate new & provide relevant information to fine-tune process, product, promotion and marketing strategy.

• Facilitate periodic research to map consumer insights related to consumer perception on the brand, products and new initiatives. Recommend process improvement based on inputs generated by market research.
• Through research findings, support functions in fine-tuning their plans & strategy.
• Guide the new product and innovation team in generating ideas and identifying possibilities of new product innovation.

Decision level

Prime: Final Decision Making authority, accountable to the

Management

1. Framework for research – design & implementation.
2. Decisions on application /modifications of research methodologies and tools.

Shared: Decisions reached jointly with peers on a collective basis

1. Decision on empanelment of agencies for MR activities within the approved AOP in alignment with SCM.

Contributory: Makes a major contribution to a decision or policy judgment reached by others

1. Managing AOP budget

Demonstrate (Key competencies)

Key Competencies

• Consumer Empathy should be second nature – “In their Shoes” thinking. Should be comfortable with conducting qualitative work himself/herself.
• Comfortable to have deep ‘WHY’ based conversations
• Strong Communication and influencing Skills
• Conceptual & Analytical Skills (Has to be comfortable with numbers & talking about the unknowns)
• Creativity & Innovation (Has to be proficient with digging out insights from the digital world)
• Fact Based Approach along with an experience to cull out insights.
• Retail and market understanding abilities
• Building & Nurturing Partnerships
• Logical problem solving mindset with ability to distill out the key issue
• Digital ethnography with an eye for detail, design thinking
• Collaboration with internal teams/ stakeholders

Educational Level

Expected:

• MBA (from Tier 1 B-Schools) OR
• Bachelor’s in Psychology, Sociology, Anthropology, Economics

Ideally should have experience in mapping consumer digital journeys (Web, App) and UI/UX research

Dimensions

Impact of position on :

1. Marketing decisions
2. Communication decisions
3. Business strategy decisions
4. App/Website strategy decisions