Job Responsibilities
Research consumer attitudes, category and brand awareness, brand
usage and satisfaction; provide consumer insights to the brand
team and their ad agencies, to drive more effective advertising
development, media mix and placement; measure ongoing advertising
effectiveness; develop brand positioning and message strategies;
provide guidance into marketing strategy and annual planning
process.
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Job Requirements
Extensive market research experience is generally desirable,
though it may be less emphasized if a candidate has a background
in brand planning and/or marketing strategy. Market research at
this company is frequently seen (at lower levels) as a stepping
stone to product management, but for more seasoned managers it
provides long-term opportunities (manager, senior manager,
director). Bachelor's degree is required; advanced degrees are
common (MBA, MS, PhD) but not required.
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Uppers
When the brand team values your knowledge and perspective, the reward is
tremendous. Contributing to strategy is very exciting, particularly when you
work on a large (billion-dollar) brand. Getting into the heads of consumers is
also very rewarding - you identify with them, and become their advocate for more
insightful, clearer messages.
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Downers
When the brand team you support fails to recognize (or value) the
contributions you can make to their success, you become an
afterthought, rather than a key player at the table. You wind up
executing projects, when you could be helping raise the level of
strategy. It all depends on the nature of the people you support.
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Lifestyle
Specifically for market research, because you need to identify closely with the
consumers you're researching, openness to diverse ethnic backgrounds and
perspectives is a must. You can't be successful in this job if you're bogged
down with prejudices or provincialism.
work hours vary by company, but are usually standard - except when you're
fielding qualitative research, which frequently takes place in the evening
(occasionally on weekends). These studies also require some travel (the amount
depends on the company, the brand, the marketing lifecycle, etc.).
Business casual is generally appropriate, though some occasions (e.g.,
presenting to senior management) may call for more formal business attire. The
occasional black-tie gala can be fun, too.
If you are assigned to an inclusive type of brand team you may be invited to
their team-building and social events, as well as the events of the market
research department. And the agency folks and research vendors are generally
eager to treat their clients to lunches and dinners.
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Compensation
Base salary depends on geographic location - in a major metro it
may be $100-150K for this level. Performance-based bonuses are
sometimess available at this level. Company-wide profit sharing
can be generous (5-8% of salary), along with stock options and 401
(k). Company benefits include top-notch health insurance,
unlimited sick time, 10 paid holidays (of which three
are "floating"), three weeks of vacation to start, flex hours,
job-sharing, and a variety of training (including conference
attendance).
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Advice to Jobseekers
Superior business intelligence is what makes companies
successful. The amount of market research only grows as more and
more brands are marketed, in all industries. Good market
researchers appear to be in hot demand, and particularly among
pharmaceutical companies that use direct-to-consumer marketing.
If you possess the ability to synthesize data into strategy, your
talents will be well rewarded.
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