This is an edited version of an article entitled “Writing Better Marketing Descriptions Part 1 (of 2): Describing Job Tasks,” by Karla Ahern and Kit Nordmark, marketing research and consumer insights recruiting specialists at Burtch Works. The original article appeared in the Burtch Works blog.

This is Part 2 of a two-part article. To read Part 1, click here.

How to Describe Marketing Research Job Tasks, Continued...

Synthesizing/reporting/applying results

Once data has been collected, researchers need to know how to connect the dots, what it means for an organization and how companies can use insights to guide decision making. Some examples include:

  • Design custom analysis plan; develop final written reports and engaging presentations
  • Synthesize disparate data from custom research, secondary research and a mix of other sources to uncover insights, create a story to drive insights into action and provide recommendations
  • Communicates research findings to end clients or internal business units and key stakeholders; help socialize research to ensure learnings will be used throughout the organization

Management responsibilities – internal team/budget, external vendors, or clients

Most research roles have at least one element of management, with some overseeing multiple areas. Here are some examples underneath each subsection:

  • Managing a research budget/team:
    • Manage full P&L; responsible for managing annual research budget, negotiate with vendors to maximize value
    • Manage, develop, and oversee analysts and junior team members; responsible for individual growth plans, annual reviews, and regular feedback loops for all direct reports
    • Serve as mentor for junior researchers; share existing knowledge and experience with staff; leverage expertise to guide or direct junior researchers
  • Managing research supplier/vendors:
    • [Client-side] Investigate and select vendors via RFP process for each research project to ensure quality research deliverables; manage vendor partners to ensure work is high quality, on time and within budget
    • [Supplier-side] Partner with vendors for sample, qualitative recruiting, focus group/facility rental, or external analysis teams as needed; ensure flawless execution
    • [Client/Supplier-side] Oversee supplier/vendor relationships by setting a clear understanding of project scope, budget and deliverables
  • Managing and servicing internal/external clients:
    • [Client-side] Partner cross-functionally with different business to understand business needs and what research needs to be done to address current and future needs
    • [Client/Supplier-side] Match research to internal/external client needs to gain stakeholder alignment on scope; offer up strategic approaches customized to business objectives
    • [Supplier side] Maintain/build external client relationships by providing excellent service, deliverables that exceed expectations, engaging presentations and on-time, within-budget results
    • [Supplier side] Remain knowledgeable about clients’ business, industry, and customers; building understanding of clients’ competitive landscape and trends impacting the industry

Maintaining a consumer-centric perspective

Researchers and insights professionals, especially those on the client-side, are often tasked with making sure the consumer is at the forefront of business decisions across the organization. Some examples include:

  • Drive awareness and use of consumer insights throughout the organization, fueling and supporting consumer-centric culture
  • Bring endless curiosity about the consumer; help to identify unmet customer needs; translate tangible consumer insights into new business opportunities and potential white space for new business/products/brands, etc.
  • Advise team and senior leaders on consumer and business tradeoffs in key decisions; bring consumer perspective into cross-functional meetings and key decisions on a daily basis

Serving as a research/insights Subject Matter Expert

Some roles have an element of leadership beyond people management and take on the responsibility of serving as an in-house expert for the practice. Some examples include:

  • Keep abreast of research industry changes; learn new software, research platforms, evolving technology and tools
  • Identify and vet new potential research vendor partners, aiming for enhanced capabilities or new partnership opportunities with the goal of delivering deeper insights, at reduced costs and/or with quicker results
  • Utilize an understanding of previously conducted research and learnings to recognize potential knowledge gaps and leverage existing insights as possible for future business needs

[Client-side] Working cross-functionally

In-house researchers generally serve as insights experts within the organization. Whether the team runs research internally or partners with outside vendors, understanding the business needs is imperative to design appropriate approaches. Some examples include:

  • Work closely with various departments (i.e. Marketing, Product teams, R&D, Brand Management, etc.) to understand knowledge gaps across the business and use insights to drive strategy
  • Collaborate with internal teams to implement insights best practices; understand issues, opportunities and strategies, and provide insights thought leadership
  • Partner with the analytics or data science team to utilize additional data sources to achieve holistic understanding; help monitor the brand/category and address issues

[Supplier-side] Business or client development

Senior-level researchers on the supplier-side often have some sales or business development responsibility. Some examples include:

  • Identify new business opportunities in the marketplace, and present relevant, innovative solutions to address the needs of stakeholders within both client and prospect organizations
  • Maintain fantastic client relationships to encourage repeat business; listen for opportunities to expand client engagements and consistently offer up new solutions to business needs
  • Respond to RFPs to provide compelling solutions for appropriate research plans, pitch new business providing support for how and why our company will be the best partner.
  • Responsible for bringing in $1M annual revenue for the business [provide specific quota]

Hopefully this provides some good ideas for the types of information to include on a marketing research job description on the tasks and responsibilities portion!