Market Research
Plan and conduct marketing and digital research and analysis to uncover market, customer and competitor trends in order to extract useful business insights. This also includes the evaluation of marketing activity effectiveness and development of ways to optimise marketing efforts
Type
Functional
Competency Area
Sales and Marketing
Levels
Analyse product performance, market trends and marketing effectiveness
Conduct research to support the analysis of market trends and developments
Collate relevant data on product performance
and marketing effectiveness from historical records and various internal or external sources
Gather data on customer preferences, consumer trends and competitors
Measure consumer behaviour and business outcomes based on specific indicators
Consolidate information gathered through data collection process
Maintain integrity of data collected in accordance to privacy laws
Plan market, competitor and customer research activities and analyse trends and dynamics through information gathered
Determine the types of data that are required
Identify sources to obtain market, competitor, customer and product performance data
Develop questions to gather data from customers or other sources
Analyse market trends and industry developments, and their impact on marketing activities
Analyse consumer behaviour and business outcomes according to set indicators
Analyse customer and competitor dynamics through information gathered
Utilise forecasting techniques to interpret future demands
Evaluate the
effectiveness of marketing efforts
Direct market research and analytics activities and processes to optimise the quantity and quality of responses and business insights
Manage market research and analytics activities to draw useful business insights
Determine optimal process and channels to
collect data from customers, to maximise quality and quantity of responses
Consider implications of data collection and usage on customers and privacy laws
Establish parameters and protocol for data collection, integration and analysis
Articulate business implications of the insights and trends derived from analysis
Optimise digital data and present insights from marketing and digital research to senior management
Define critical questions to be addressed through market research and analytics
Develop new ways to optimise digital data
Present key business and consumer intelligence insights and recommendations to senior management
Calculate ROI, marketing attribution and overall marketing effectiveness using business metrics