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Market Research Analyst

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Description

The Market Research Analyst’s primary responsibility will be to measure and analyze the effectiveness of advertising campaigns against business goals, campaign metrics and ROI. This includes managing research design, the analysis of data and its translation into actionable recommendations.

The right candidate should be able to analyze data, make recommendations for how to improve the marketing plan based on his/her analysis. A key element of success in this position includes the ability to determine not only what  can be reported but also the ability to determine what is the most important data to report. 

The Market Research Analyst will evaluate vendor research and media effectiveness research methodologies with a critical eye. This position is client-facing and therefore, the ability to easily explain methodologies, complex data and conclusions will be paramount. Additionally, this position requires curiosity and self-motivation for staying current in this rapidly evolving industry.  

KEY RESPONSIBILITIES:

  • Communicating with clients to understand and document business objectives
  • Asking key research questions in order to determine needs and to uncover opportunities
  • Selecting the most appropriate research methodology and techniques
  • Working with research partners, when applicable, to scope out studies
  • Designing quantitative research plans for advertised products
  • Developing research questionnaires
  • Creating and proofing questionnaires for alignment with project goals, objectives and methodology in a timely manner
  • Advising on programming logic and testing surveys in advance of study launch
  • Tracking ongoing research for compliance/optimization
  • Extracting, manipulating and visualizing results
    • Creating and proofing cross-tabulation data tables in a timely manner
    • Creating, proofing and coding verbatim response files
    • Developing charts, graphs and tables in Excel, PowerPoint, etc.
  • Thinking beyond raw data to develop a singular perspective or story
  • Writing reports that include actionable recommendations
  • Presenting final results to internal teams and external clients
  • Working with syndicated research data to uncover insights around target audiences, recommending primary research when needed

QUALIFICATIONS REQUIRED:

  • Bachelor’s degree and/or Master’s degree in related field (marketing, statistics, business administration)
  • A minimum of 4 to 6 years within the custom Market Research industry
  • 2-5 years of advertising/media experience
  • Demonstrated experience measuring and analyzing ongoing marketing campaigns, website effectiveness, email campaigns and other online marketing efforts via dashboards and other reports. Experience integrating these findings with digital marketing metrics to provide a holistic evaluation of campaigns
  • Demonstrated understanding of campaign performance metrics, as well as audience and brand measurement
  • Academic and practical experience with a wide array of new product, brand, advertising and customer satisfaction research methodologies
  • Ability to articulate experience working with research partners to facilitate campaign effectiveness measurement and other market research studies
  • Exceptional written and oral communication abilities
  • Strong analytical skills with experience in statistical analysis
  • Solid understanding of traditional marketing principles

   PREFERRED EXPERIENCE:

  • Experience with qualitative research methodologies such as focus groups, research communities and online bulletin boards
  • Formal training in questionnaire development and quantitative analysis
  • Survey software tools such as Qualtrics
  • Statistical packages such as SPSS, R, or SAS
  • Analytical experience tying marketing efforts to business results
  • Media research knowledge such as MRI, Simmons, Scarborough, Nielsen, ComScore and/or Rentrak

 

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