A consumer insights analyst is similar to a marketing research analyst in that both study consumer activity through surveys. Little difference exists the two positions, and a company's human resources department determines the choice of job title. Nevertheless, the consumer insights analyst job description usually includes a number of functions that center around better understanding consumers in the marketplace.
Significance of the Position
The job of the consumer insights analyst often involves working with the consumer insights manager in the planning marketing research studies. The consumer insights analyst acts as a consumer expert in providing consumer feedback to other departments. Consumer insights analysts often meet with the branding, advertising and business development departments to discuss crucial consumer data for making business decisions.
Identification of the Data Source
The analyst is often responsible for contacting the marketing research agency or moderator for conducting quantitative research such as phone surveys, or qualitative research such as focus groups. The consumer insights analyst must ultimately hire the agency, manage the flow of information between the various departments and the agency, and create the first draft of the questionnaire with the agency's input.
Function of the Analyst
The job description for this position usually includes managing multiple marketing research studies and ensuring that each one is fielded and completed on time. After each marketing research project, the consumer insights analyst needs to study the survey results or data tables, analyze the information and summarize the key consumer findings from the research. Often, the consumer research analyst writes a detailed report that includes the summary, analysis and recommendations.
Other Types of Duties
Consumer insights analysts may also purchase and study secondary research information on their particular industry. This information will often help them understand the strength of the company's competitors, analyze factors influencing sales in the industry and determine which products will likely experience growth in the coming year. Consumer insights analyst swill, at times, be required to handle ad hoc research requests from other departments so they can gather more information on consumers. Examples of ad hoc research can include target market analysis, market segmentation research and even market data for sales visual aids.
Salary and Job Outlook
Consumer insights analysts earned a median annual salary of $60,300 in 2012, per year, according to the Bureau of Labor Statistics. The BLS predicts a 32 percent growth in the field between 2012 and 2022.