Market Research Manager

Job Description

Responsibilities:
• Identify consumer and customer research needs and determine the most effective and efficient way to meet these needs. Help brand/sales/product development prioritize research needs based on previous/current learning and resources.
• Analyze results, provide recommended actions, and assess implications of research findings. Effectively communicate to management and clients via presentations, reports and proposals.
• Use research findings to provide assistance to brand marketing in the development of strategic marketing plans.
• Design market research methods and seek to actively improve research methods. Identify and develop data collection sources and monitor and improve quality of data sources. Ensure high quality deliverables are met in a timely manner.
• Projects will include B to B and B to C, as responsibility spans multiple operating units (Commercial Truck, Agriculture, Mining, and Passenger Car & Light Truck)
• Manage activity of multiple suppliers towards the accomplishment of meaningful and timely results within the budget.
• Conduct the following types of research studies: segmentation, customer satisfaction, brand image studies, brand perceptions, brand profiles, switching and loyalty studies, consumer/customer wants and needs, attitudes and behavior studies.
• Participate in cross-functional teams requiring multi disciplinary expertise.

Job Requirements

List of Principal Activities:
• Oversee the execution of primary research in the following areas: brand health assessment (brand equity & consumer purchase dynamics), new product development (concepts, line extensions, naming research, tread design, etc.), segmentation, customer value analysis, and promotions evaluation.
• Participate in cross functional teams requiring consumer/customer research information.
• Oversee the analysis of research results; ensure provision of recommended actions and implications to client groups.
• Effectively communicate results to client groups via presentations, reports, and proposals.
• Oversee the establishment of marketing/sales KOIs with client groups and develop tools to track performance vs. Key Operating Indicators.
• Ensure appropriate design of market research methods and seek to actively improve current research methods.
• Oversee the development of data collection sources; monitor and improve the quality of current data sources.
• Manage activity of multiple suppliers toward the accomplishment of meaningful and timely results within budget and purchasing guidelines.