Senior Consumer Researcher

Role Purpose

The purpose of the Senior Consumer Researcher is to provide specialist expertise throughout the comprehensive consumer research value chain - designing surveys, managing respondent selection and recruitment, analysing complex quantitative and qualitative data, utilising state-of-the-art techniques and technologies, managing project administration, translating findings into actionable recommendations, and delivering such to stakeholders. By leveraging research instruments, consumer behaviour analysis, retail trends, and advanced analytics, the consultant enables stakeholders to anticipate customer needs, optimise retail strategies, and achieve sustainable growth.

The Senior Consumer Researcher is responsible for delivering advanced consumer research solutions using both conventional research methodologies and Artificial Intelligence (AI) - powered tools. The role requires strong analytical capabilities, technical expertise, and the ability to synthesise outputs into strategic recommendations for stakeholders. The role emphasizes innovation, ethical research practices, and continuous improvement in research methodologies.

Role Description

Research Development and Analytics

• Drive and execute the end-to-end research process using both conventional and state-of-the-art AI-powered techniques, ensuring seamless design, respondent selection and recruitment, implementation, analysis of consumer insights, and the production of research reports.
• Synthesise various data sources, interpreting such, and validating the integrity of insights throughout the report-generation lifecycle.
• Generate comprehensive research reports, utilizing data from various sources, ensuring clarity and actionable insights.
• Apply deep-dive analytics and consumer behaviour insight development techniques to inform research strategies that promote category expansion and brand growth.
• Introduce innovative research concepts and solutions to stakeholders for evaluation.
• Contribute to the development of decision-making and standardized research frameworks and instruments for both quantitative and qualitative research, leveraging consumer research capabilities, theory, and standard practice.
• Collaborate with specialists to produce impactful visualisations and dashboards for storytelling.
• Ensure statistical robustness and significance in all research outputs.
• Review and validate AI-generated research outputs, including surveys, reports, and dashboards, ensuring accuracy, clarity, and alignment with business objectives.
• Provide expert input on survey design, question framing, sampling strategies, and data interpretation.
• Analyse data using advanced statistical techniques and prepare insight-driven reports and presentations.

Operational Responsibilities

• Gather and consolidate requirements from clients and stakeholders to define research objectives.
• Evaluate incoming project briefs, configure research parameters, and ensure accurate execution.
• Facilitate client communication and interactions throughout the research process.
• Provide specialist support to commercial teams during the presales stage.
• Manage and maintain a consumer respondent panel.
• Leverage technological automation and conduct manual interventions that are required to maintain data integrity and research accuracy.
• Respond to ad hoc requests for analytics, insights interpretation, and investigations.
• Contribute to internal and external publications on market trends and consumer behaviour.
• Set up, configure, and monitor projects from initiation to completion, ensuring adherence to timelines, budgets, and quality standards.
• Monitor AI outputs for quality and relevance, resolving system issues and escalating complex errors when necessary.
• Provide quality and timeous management reporting as required.

Business Influence and Collaboration

• Collaborate with technical teams to harness and improve AI technologies and technical capabilities to enhance the stakeholder value proposition.
• Drive research initiatives to identify key issues, establish benchmarks, and define best practices.
• Synthesise and present insights through inspirational storytelling to influence internal and external opinions and decisions.
• Contribute towards and maintain the consumer research solutions roadmap, ensuring alignment with business needs.
• Facilitate integration of research capabilities across functions to support strategic objectives.
• Collaborate with insights consultants, data scientists, analysts, and AI teams to bridge the gap between machine-generated insights and human interpretation.
• Present insights through compelling storytelling to influence decisions and drive business impact.
• Translate complex data findings into clear, actionable insights for business stakeholders.
• Ensure all research outputs adhere to ethical standards, data privacy regulations, and internal quality benchmarks.
• Stay abreast of emerging trends in AI, research methodologies, and data monetisation to continuously improve the function's capabilities.
• Proactively identify…