An insights-driven role requiring strategic thinking and an expert grasp of consumer research. You will oversee Gortons strategic research objectives to uncover opportunities and drive initiatives, using qualitative and quantitative studies along with community and third-party data to uncover and synthesize actionable insights. Reports directly to the Vice President of Marketing with two direct reports.
1. Identify, prioritize, design, organize, execute, and interpret a wide variety of consumer marketing research applications to provide consumer, shopper and retail customer insights.
2. Manage and develop Associate Managers, one focused on consumer insights and one focused on category insights.
3. Responsible for primary quantitative consumer research to support U.S. and Canadian businesses, including Home Use Tests, New Product Concept Tests, Flavor Optimization, Packaging Tests, Claims Optimization, Brand Awareness & Imagery, Positioning Tests, and other ad hoc custom research. You will establish objectives and action standards, design research to meet these needs, manage research vendors, analyze data, and present actionable insights/recommendations.
4. Design, direct, and manage qualitative research, including focus groups, focus use groups, in-depth interviews, shop-a-longs, and ethnographies. Manage observers and objectively identify actionable insights. Occasional moderation.
5. Supervise and manage research flow for established Consumer Community, overseeing design of research activities to keep members engaged as well as interpreting and communicating that information.
6. Design and lead strategic brand research projects such as Consumer Segmentation or Brand Equity mining research for consumer, market and business insights.
7. Assist Quality Assurance department in managing external Consumer Services (800 number) partner.
8. Support ad hoc requests for market and customer specific trends, consumer behavior/trends, and historical research information, managing requests for secondary and syndicated research as they occur.
9. Manage marketing research budget, identify and vet new research vendors, and stay informed of new methodologies.