Consumer research specialist Asia - China / Beijing

The Consumer and Customer Insights (CCI) function within the Consumer Insights and Brand Management organization (CI&BM) will help transform Company to be more consumer focused， customer centric and towards being the most loved and admired brand in the world. The goal is to offer timely， compelling consumer and customer insights that help solve business problems， shape our value propositions， highlight new opportunities for growth and ensure Company wide insights are accessible and leveraged by all parts of our business.

This role is in the Consumer Futures area which is charged with the responsibility of identifying relevant consumer trends that help direct our business units to new growth opportunities. Consumer Futures consists of four teams. Three Trends teams that operate in three cultural areas; Asia， Americas and EMEA. These teams ensure the timely delivery of locally relevant and culturally unbiased understanding on societal， consumer and usage trends. The Analysis team consolidates and translates the identified trends， and other future oriented consumer information into scenarios， insights， and opportunities.

Consumer research specialist Asia - China / Beijing is responsible for interpretation and consolidation of the regional information (China， Japan， South Korea etc) systematically to thematic research topics and insights. The position holder is also responsible to plan and conduct area specific or global theme studies to identify new opportunities.

Responsibilities



Acquisition of the qualitative and quantitative regional data needed in the trends work in collaboration with the Trends Specialist.


Identifies new opportunities and research topics/themes that are based on trends local and global trends analysis.


Plans， conducts and guides both qualitative and quantitative area specific or global theme studies independently and/or in collaboration with agencies.


Plans and conducts ethnographic research to support Company Design concepting work.


Analyzes and consolidates research data， both qualitative and quantitative， to form insights and to identify opportunity areas.


Ensures an effective and impactful delivery of the consumer and usage data by workshopping and organizing appropriate communication events with area market research teams， other trends teams and stakeholders.


Manages research agency collaboration: briefs， plans and guides agency research in the regions and co-develops research methodologies.


Builds networks with research agencies and other external collaboration partners to develop knowledge and new methodologies base.


Collaborating with other company trends teams (esp. technology and design)， area teams (esp. market research)， designers and other internal clients.
Measures of success:


Usage and consumer research carried out， data consolidated and communicated in a timely manner (exact delivery dates TBD with respective managers)


Deliverables meeting the client expectations


Project execution following the agreed Consumer Futures ways of working methods and quality criteria

Qualifications

As a successful candidate you must have both theoretical and practical skills. You must be a recognized research practitioner. The ideal candidate has MSSc， MA or PhD and 4 to 6 years of User/consumer research， Consumer/Usage Trends research， Strategic marketing background. Experience on consulting would be highly valued. Has to be familiar with futures research methodologies. Ideally with experience in online environment (researching， exploring， utilizing). Willingness and ability to travel.



Internet competencies: web 2.0 and beyond competences


Knowledge and understanding on quantitative research and analysis methods esp. futures/trends research.


Excellent presentation and communication skills - expresses opinions， and insight impactfully and makes presentations with skill and confidence


Experience in facilitation， especially of concepting and design and other workshops


Experience in working in multidisciplinary and multicultural teams and environments


Willingness and experience in driving impact. action orientation


Good relationship management and networking skills


Good team working and collaboration skills


Highly independent and self-directed.


Open minded & flexible & ability to change fast


Positive & can-do attitude

Key competencies for success in this role include:



Understanding Consumers


Persuading and Influencing


Relating and Networking


Presenting and Communicating


Planning and Organizing