Develop briefs for simple and average complex research based on brand managers’ business objectives and communicate them with the agencies
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With the help of direct manager, identify the best research or analytical tool to help address business questions in most efficient and effective manner and coach business team to adopt the design recommended
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conduct bidding process and negotiation for each study and award study to different agencies based on agreed and aligned criteria with Marketing team & management (e.g. best cost, best quality, best moderation, technical expertise, add new perspective, check out new pool of consumers recruitment)
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Review study reports, questionnaires, technique proposals provided by agencies to ensure best quality of service provided, all insights captured and recommendations are actionable.
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Monitor research fieldwork to: a) ensure high quality b) collect insights in a timely manner and provide business team with these insights to give them a head start
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Consolidate insights and analysis into presentations or summaries and share/present learnings to top management in a timely matter. Or arrange for agency to present learnings to marketing team
Compile case studies into executive summary or presentation to inspire business team to strengthen their business strategies and plans
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Generate and qualify winning concepts to aid communication briefs and winning communication development
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Eventually, Serve as internal business strategy consultant or advisor and voice of the consumer, whose role it is to ensure that consumer and shopper analytics and insights are the foundations of our business strategy and execution