About the Job

General Information

City: China

Working Time: Full-time

Job Family: MKTG

Seniority: Experienced professionals

People Management Experience: No

Recruiter: April SHI | April.SHI@danone.com

Job Description & Responsbilities

Responsbilities:

Business Insight and Intelligence is an essential team under GS&C, which is set up for centralized expertise across consumer insight, business intelligence and execution measurement (ie ‘Flywheel’). We aim to drive real business impact through actionable insight and visionary intelligence.

 Quality and speed of consumer insight are important to generate competitive advantages. Therefore, one of the key missions of this role is to uncover the consumer truth with cross functions as the internal insight champion.

 

Market entry:
Develop new growth models based on in-depth consumer understanding

      close watch on macro trend (social listening, TMIC, industry report)

      competition landscape

      consumer drivers understanding

Innovation and communication development:
Co-build winning brand proposition based on in-depth consumer and category understanding

      Fully leverage category U&A study to understanding consumer needs and behavior

      Work together with brand team to develop brand proposition/communication with updated consumer insights

      Work together with innovation team to develop NPDs with in-depth consumer knowledge

Opportunity validation:

Ensure successful growth models with validated consumer feedback and clear competition edge in the category

      Concept test (agile and full mix)

      VI/ pack/ shelf test

      Business forecast

      Product test

      KV/comm asset/ message/ claim test

      Media touch point understanding

      Channel study & shopper behavior

 Familiar with different methodologies for Quantitative study

      Familiar with Quant solutions: online panel survey, conjoint & other modeling

      Skillful on survey data processing (excel)

      Able to work independently on add-hoc Quant study deliverables with key stakeholders

      Qual capability is a plus: IDI/FGD

Functional Competency: 

Must demonstrate a track record of:

     Exploring innovative approaches to understand consumer truth (beyond traditional market research)

     Solid understanding of quantitative market research methodology

     Ability to “zoom in & out” & connect the dots to arrive at deep consumer insight

     Strong sense of consumer data and solid in data interpretation, strong analytical thinking.

 

     Telling a convincing story (with structure & visualization) 

Qualification:

     Bachelor degree or above with fluent English communication skills.

    Minimum 5 years working experience (both agency or in-house are welcome).Bring strong knowledge in a specific research area of understanding consumer behavior (e.g. big data, 1st party data, behavioral economics, social listening)