Custom Research Manager

Position Summary: Explain in a few sentences the primary purpose of this position:

The Custom Research Manager will be responsible for developing and managing custom market research projects.  More specifically, the Custom Research Manager will work with the Research Director to identify business needs, develop research proposals, execute the study(s), interpret the results, and recommend actions based on the results.   The Manager will be responsible for all ad hoc and on-going custom research for the company.

 

Scope: Reporting to the Director Market Research, the Research Manager will ensure proper execution of projects within budget.  

 

The Manager will leverage best-in-class consumer insights and global perspective.  The Manager will also support the team in management of (a) trademark strategy development, (b) communication strategy and copy, and (c) innovation initiatives.

 

Position Responsibilities:

       

Provide most relevant, timely consumer research.  Such research is listed below and will be implemented as necessary, and is not limited to:

AdHoc Consumer Insight: Develop Trademark and geographic consumer insight to support the development and maintenance of the Trademark Strategies.  Additionally, implement insight to support the development of innovation, communications, and other local specific marketing programs.  Role will include the development and execution of all custom qualitative and quantitative research.  This research will include product testing, A&U studies, copy testing, advertising development, packaging development, etc.  Select, monitor, and manage vendors.

               

Consumer Insight Monitoring: Develop Trademark and geographic consumer insight in key markets via Brand Equity and Advertising Tracking to support the development and maintenance of the Trademark Strategies and Communications.            

 

Segmentation: Continue to analyze and implement insight from the Consumer Market Segmentation.  Further investigation and understanding of consumer POWs and consumer drinking experience.

 

Manage and monitor appropriate spending – in accordance to and in alignment with approved allocated Budget

 

Partner with Marketing Brand Team to provide guidance and insight of research requests, thus ensuring most relevant information based on Trademark Strategy and Positioning.

 

Develop research proposals and gain acceptance and approval of recommendations.

 

Manage third party vendors, related to research initiatives to ensure accuracy of information received at most cost effective standards.

 

Ensure Focus Groups are executed properly; are relevant and timely.