The purpose of this role is to provide insights from consumer research to support the development of products and services designed with and for Chinese consumers.
Mission:
- Lead consumer research projects to answer requests from internal clients (most especially products categories) and relevant for Chinese market.
- Design and implement consumer tests (both qualitative and quantitative), to evaluate Chinese consumers’ benefits of new concepts through R&D prototypes.
- Implement global Consumer Research methods and tools at regional/local level
- Capture, capitalize and share the learnings and consumers insights collected during the different tests, studies, workshops, conferences, etc...
- Build and facilitate a network of Consumer Research experts and partners in China.
- Work closely with R&D and Marketing teams, located both in China and in Singapore.
Key Area of Responsibility
1.Consumer Research design and execution
- Develop project plans and brief selected research agencies
- Monitor fieldwork and provide progress reports
- Review deliverables (including topline, summary and full reports) from research agencies and work closely with them to make sure all deliverables meet the project objectives and requirements
In the case of internal test:
- Work closely with requester to well define the research brief
- Define and implement the right methodologies and tools to answer the request, and that is relevant to the targeted consumers
- Draft the test protocol and create all relevant documents required to run the tests
- Recruits volunteers from internal database
- Conduct tests by insuring relevancy and quality of the collected data
- Analyze and interpret the research findings and provide insightful reports and presentations with a compelling “story” and a point of view to inform business decisions
Present research findings to internal business stakeholders and be able to explain the implications to requesters’ business as and when required
Manage Consumer Research project's progress and keep requester and team members involved and informed throughout the process, managing expectations via effective communication
2.Consumers’ insights and unmet needs uncovering
- Capitalize the consumers’ insights, develop new learning questions and propose new research topics
- Actively participate to the structuring of the consumers knowledge
- Based on both consumers and Eye Care Professionals’ perspective, understand the Chinese consumer journey, identify the unmet needs and track its evolution.
- Gather systematically Chinese consumers’ data from internal or external reports, conferences, workshops
3.Network development
Be the R&D referent in Chinese consumer understanding
Develop strong link with regional R&D and Marketing teams
Build and manage a network of research agencies in China
- R&D, with a strong Chinese market understanding
- Consumer research methods: interview, focus group, ethnography, digital task
- Consumer data analysis: extracting learnings, translating them into insights and then into recommendations
Requirement:
Experience：More than 5 years of successful working experience in Consumer research or Market research
Industries Experience ：One or more of the following: Healthcare, Consumer goods industries
Geographical Experience ：Overseas experience will be an advantage
Education ：Master in qualitative research or market research
Language Excellent verbal and written communication in English
Reading and Speaking Chinese is a plus
Ability to communicate effectively in an international team environment
Drive energy, ability to influence
Rigorous, accurate and paying attention to detail
Excellent organizational skills
Creativity and problem-solving skills
Resourceful, taking & assuming initiatives
Quick learner
Team player
职能类别： 市场分析/调研人员 调研员
联系方式
上班地址：上海市长宁区兴义路8号万都商务中心11楼
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