Consumer Intelligence
Core
Identifying and defining key consumer segments based on demographic, psychographic, and behavioral data to inform marketing and product strategies.
Role type
Senior Consumer Intelligence Analyst
Builds
Audience profiles and market insights for advertising clients
Domain
Advertising & Media / Consumer Research
Deliverable
dashboards & analysis
Required skills
Consumer segmentation, audience profiling, qualitative research (focus groups, in-depth interviews), quantitative research (surveys, statistical analysis), competitor benchmarking, data integration from multiple sources
Preferred skills
Advanced analytics platforms (TGI, Ecar, Ibope, Comscore, Netbase, Brandwatch), social media monitoring (Hootsuite, Sprout Social, Talkwalker, Mention), data analysis tools (Google Analytics, Adobe Analytics, SQL, R, Python), visualization tools (Tableau, Power BI, Google Data Studio)
Technologies
TGI, Ecar, Ibope, Comscore, Netbase, Brandwatch, Hootsuite, Sprout Social, Talkwalker, Mention, Google Analytics, Adobe Analytics, SQL, R, Python, Tableau, Power BI, Google Data Studio
Responsibilities
Identify and define key consumer segments based on demographic, psychographic, and behavioral data. Develop detailed audience profiles to guide marketing and product strategies. Collect and analyze data from diverse sources (surveys, social media, web analysis) to identify patterns and trends. Use advanced analytics tools and big data software to extract actionable insights. Conduct comparative analysis and benchmarking of direct and indirect competitors. Evaluate competitor market strategies and their impact on consumer behavior. Stay updated on emerging market and industry trends. Conduct qualitative and quantitative market studies to anticipate changes in consumer preferences and needs. Coordinate and lead research projects spanning multiple areas of the company. Facilitate collaboration between internal and external teams. Prepare detailed reports and client presentations on key findings and strategic recommendations. Communicate market insights clearly to internal and external clients to inform strategic decision-making. Ensure compliance with company processes, policies, and procedures.
Seniority
Senior, hands-on IC