Associate Manager - Market Research

1. Job Purpose

• The Market Research Specialist plays a crucial role in analyzing customer behaviors, preferences, and trends to inform strategic decisions and enhance the customer experience. Responsibilities include creating research plans, analyzing data, and offering insights to improve service and drive business growth.

1. Key Accountabilities

• Develop and implement thorough research plans to understand customer behaviors, preferences, and trends.


• Conduct primary and secondary research, focus group discussions with stakeholders to test new hypothesis.


• Create customer personas and segments to guide marketing strategies and product development.


• Analyze data from various sources like surveys, focus groups, and social media to gain actionable insights.


• Collaborate with teams across the organization to use insights for strategic decision-making and improving customer experience.


• Present insights and recommendations to senior leaders and stakeholders clearly and convincingly.


• Manage relationships with external vendors and research partners to ensure high-quality data collection.


• Stay updated on industry trends and best practices in consumer insights.


• Conduct qualitative and quantitative research studies to uncover customer needs and satisfaction.


• Use customer feedback to prioritize improvements in service delivery and engagement strategies.


• Provide suggestions for enhancing customer experience and differentiating from competitors based on thorough research.

Any other additional responsibility could be assigned to the role holder from time to time as a standalone project or regular work. The same would be suitably represented in the Primary responsibilities and agreed between the incumbent, reporting officer and HR.

1. Skills Required for the role

Strong communication skills

Analytical skills

Problem solving skills

Proficiency in digital tools

Deep understanding of customer experience design

Creative thinking and innovative approach to problem solving

Strong Team management skills

Innovative & Creative

Strategic Thinking

Proficiency in research methodology, Qualtrics, Data Science & well versed with Data analysis models

1. Key Performance Indicators

Research Project Management and Execution

• Timely delivery of research projects and within budget: Ensuring efficient project planning, execution, and resource management to meet deadlines and budget constraints.


• Manage relationship with research agencies and knowledge partners: Establishing and nurturing effective partnerships to leverage external expertise and resources for research initiatives.


• Accuracy in Questionnaire Formulation: Developing precise and relevant survey instruments to gather actionable data and insights.

Insights Generation and Implementation

• Number of actionable insights generated per research initiative: Focusing on extracting meaningful and actionable insights from research findings to drive business decisions.


• Accuracy of customer personas in predicting customer behaviors or preferences: Utilizing customer personas effectively to anticipate and understand customer needs and behaviors.


• Timely implementation of strategic/operational changes as per the insights: Collaborating with cross-functional teams to translate insights into actionable strategies and operational improvements.


• Aligning cross-functional teams on insights and actions to be taken: Facilitating communication and collaboration across departments to ensure alignment and effective implementation of insights-driven initiatives.

1. Key Interfaces

Internal Interfaces

Cross-functional depts

• Regularly collaborate with senior leadership from various departments for strategic alignment and decision-making

1. Educational and Experience Requirements

Minimum Education Requirement

• MBA / Masters in strategy / CX / marketing / personnel management or a related field from a premium reputed institute.

Minimum Requirement

Desired

Experience

• Minimum of 5 years of experience in market research, customer service, customer experience, or a related field.

• 7 years of experience in a customer service, customer experience, market research or a related field.