Customer Behaviour Analysis
Devise customer behaviour analysis tools and approaches and perform analysis on information pertaining to customer behaviours
Type
Functional
Competency Area
Sales and Marketing
Levels
Collect data on customer behaviours and characteristics based on established research frameworks and historical data
Gather information pertaining to target customers in accordance with the research frameworks
Consolidate information gathered through data collection processes
Maintain integrity of data collected
Prepare graphical representation of data patterns
Identify both current and potential competitors in accordance with chosen dimensions
Analyse data to develop insights pertaining to customer behaviours such as how marketing activities may be impacted to increase customer base
Assess, test and estimate the impact of individual, social and lifestyle influences on consumer behaviour for a given product and/or service
Draw inferences pertaining to customer behaviour based on research outcomes
Support the conduct of analysis of data
Prepare reports to present findings and document information in a systematic manner
Recommend changes in marketing activities to influence target consumers on the basis of Customer behaviour
Oversee the process of data collection, assessing, understanding and integrating primary quantitative and qualitative customer data
Manage a customer- centric research program that integrates economic and industry trends into the analysis
Evaluate organisational capability to respond quickly to consumer demand for products and/or services based on research outcomes
Establish a customer behaviour analysis model and framework and devise parameters to identify types of essential customer characteristics
Design the research methodologies, outcomes and strategies to leverage the voice of the customer in driving marketing activities
Provide leadership, guidance and support in developing frameworks for data collection, assessing, understanding and integrating primary quantitative and qualitative customer data
Provide key consumer behaviour insights based on research outcomes
Ensure effective planning, execution, utilisation and budgeting of the research efforts