Market & Consumer Insights - Manager

Consumer & Category Understanding:

a. Lead research initiatives combining qualitative and quantitative methods to understand consumer / User Behavior, Preferences, Usage Patterns and Need states

b. Execute 2 major consumer studies on CHS segment and Driver Analysis of Waterproofing segment

c. Understanding the Architect and Interior Designer Segment and Trend Analysis

d. Initiating NPS survey for Contractors / Influencer / Dealers of Construction chemical products

Innovation & Product Development Support:

a. Institutionalize a framework for insight generation across Pi2M stages Concept in PDAIF, User trials in Validation and Large User trials in Project stage

b. Ensure concept validation studies are conducted for all Pi2M projects & user trial studies (Validation Stage) are conducted for at least 80% of Pi2M projects

c. Carry out a yearly Innovation workshop for construction chemical products

d. Build a digital repository of all trial studies and benchmarks

Brand Communication & Event Insights:

a. Measure brand health, equity, and positioning for CC products

b. Assess effectiveness of communication in driving healthier conversions across the Brand funnels

c. Conduct Pre & Post campaign research for all key media bursts

d. Ensure mechanisms are developed to capture feedback during events like ACETECH

Channel Insights :

a. Develop a strong understanding on shopper behaviour

b. Map the shopper journey for CC Division by analysing shopping trips, mission and occasions, path to purchase, decision drivers, triggers, and barriers to buy

c. Develop qualitative understanding of various touchpoints of Shoppers

Capability Building & Data Literacy:

a. Conduct the annual signature IGNITE workshop for young brand/product managers and field marketing managers

b. Delivering hands-on training on topics like:

i. Difference between Observation & Insights

ii. Sources of insights

iii. Use of Quantitative surveys & Qualitative immersions

iv. Use of DRSHTI framework for conducting immersions

v. Writing effective research briefs for BDE surveys

Insight Distillation:

a. Deploy a platform that systematically analyses and distils insights from Sales & Marketing review pre-reads (BM, RMDM, ZM, Sales, Sales & Marketing, Field Marketing)

b. Develop mechanism to deep dive for insights at a region, State, Zone & All India level for CC products