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Corporat e HR Group - July 1999
For use within Unilever only 2 .
These examples are illustrative.INTRODUCTION This addendum is intended to supplement the information in the Professional Skills Dictionary and the Marketing Skills Appendix The Market Research Skill Areas should be read and used in conjunction with the Marketing Skill Areas. 3 . they do not cover all skills and are not meant to be limiting. Subsequent pages of this addendum provide more detail on each of the Market Research Skill Areas. The two sets of Skill Areas are shown together (pages 2 and 3) with definitions for each Skill Area and a bullet point list of the Skill Sub Areas. The Skill Sub Areas are then listed along with examples. Each page is headed with the Skill Area and its definition.
ossi5ilities Agg!egate .lanning and Implementation 7 • • • #RAND COMMUNICATION • • • The communication of the brand.MARKETING PROFESSIONAL SKILL AREAS 1 CONSUMER UNDERSTANDING The development of a compelling vision of consumers’ existing and future needs. &inding and Anti'ipating t$e Cons me! Need Gap App!e'iating Te'$nologi'al . and Unilever s strengths and weaknesses to derive a clear strategy for the category that delivers profitable growth.!i'ing St!ateg( The use of consumer understanding. STRATEG.MENT Defining and Unde!standing t$e Ma!)et Catego!( and Segments Anal(sing Competito! Intelligen'e • • • C!eating -ong Te!m St!ategies fo! ea'$ Ma!)et Catego!( Const! 'ting t$e #!and St!ateg( &o!m lating t$e .!omotions Ta'ti'al Cons me! . MANAGEMENT The championship of a brand. Assessing Conse> en'es of Retailing Developments on Ma!)eting . • • • MARKETING O.!i'ing and Ma!)eting A'tivities • • Maintaining< Implementing and Developing Ma!)eting S ppo!t S(stems .e!fo!man'e of t$e #!and 3 • • • -EADERS4I.!a'ti'e S ppo!ting Implementation C!eating Netwo!)s and -ea!ning Ma r k e t Res e a r c h Skills – July 19 9 9 4 .lanning Gene!ating and Eval ating Ideas 1fo!m lations and pa')aging2 -a n'$ .lan Sea!'$ing fo! Innovative #!and Comm ni'ation #!iefing t$e Agen'( 8o!)ing wit$ t$e Agen'( Developing and 9 dging t$e Comm ni'ation Testing t$e Comm ni'ation : • • • MEDIA MANAGEMENT Unde!standing $ow Cons me!s Assimilate Media Cont!olling t$e Media . The achievement of a high level of competence in the interpretation and deployment of market research. The development of new ideas that add value for the consumer together with the rigorous maintenance of the brand identity in all brand activities.a!ti'ipating in t$e Development of C stome! o! C$annel Spe'ifi' Ma!)eting St!ategies ? • • -E*ERAGING #EST MARKETING .ERATIONS Gene!ating a #!and A'tivit( . the category and the wider world.!a'ti'e Do' menting and Comm ni'ating #est . = • • CUSTOMER MANAGEMENT INTERACTION • • "n con'unction with *ustomer +evelopment to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands. DE*E-O. O& #RAND INNO*ATION • • The identification of gaps in consumer needs. . their behaviour and attitudes towards the brand. the competitive dynamics and boundaries of the market. / #RAND E0UIT. 'ointly with other functional specialists.lan Eval ating and Optimising Media Spend • • En'o !aging Innovative Media A'tivities Managing t$e .!o6e't . Developing a Comm ni'ation . with precision and speed. .!oposition Cont!i5 ting to Catego!( Management . Identif(ing and Anal(sing #est .ositioning Monito!ing and Managing t$e . The acquisition and development of a deep understanding of consumers. • • Developing #!and .lan Developing Cons me! &o' sed .RACTICE • • The benchmarking of global developments within relevant categories with an open mind. of all aspects of the marketing plan.!oviding Cons me! Advi'e and S ppo!t The execution. 5li' Image of t$e #!and The presentation of the brand communication in the most relevant and cost effective way. translating into brand ideas and through "nnovation #rocess $anagement %"#$& bringing them to fruition. its unique values and benefits to the consumer and the guardianship of the brand identity and brand values. • • Developing an Intimate Knowledge of Cons me!s" Attit des and #e$avio !s Assessing and Inte!p!eting Ma!)et Resea!'$ • • • Initiating and E%ploiting & ndamental Resea!'$ on t$e Catego!( Developing a *ision of t$e & t !e #eing a C$ampion fo! t$e Cons me! in t$e # siness + • • MARKET CATEGOR.S2 C$ampioning t$e #!and • • Defending and Developing #!and Identit( and .ositioning Statement 1#. to ensure the long term profitability of the !rand.!oviding Inp t to t$e T!ade . applying the principles of U#() and (ood )dvertising #ractice %()#&.ncouraging adoption and ensuring rapid implementation of best practice. The identification and definition of the purpose and personality of a brand that the consumer finds both distinctive and appealing.
brands and individual elements of the marketing mix that inform decision-making and enable forecasting to meet consumer needs and business growth. O5taining Optim m Data Mi% Ens !ing Data A'' !a'( Managing Agen'ies • • • # ilding Data St! 't !es Anal(sing Contin o s Resea!'$ Data Inte!p!eting and Advising CONTINUOUS MARKET RESEARC4 3 • • • The development and maintenance of models of the total market.e!fo!man'e STRATEGIC -E*ERAGE O& MARKET RESEARC4 + • • • The selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs. provision and interpretation of continuous research data to support and inform $arketing and *ustomer $anagement decisions and activities. based on comprehensive assessment of the sources of the data. Dete!mining t$e Modeling Re> i!ements and -imitations Assessing and Sele'ting Modeling Te'$ni> es Managing t$e Modeling .!o6e't E%e' tion • • Anal(sing and Inte!p!eting Data Implementing &indings MANAGEMENT O& MARKET RESEARC4 . financial and human resources to meet the agreed marketing and business needs on time and within budget.MARKET RESEARCH PROFESSIONAL SKILL AREAS 1 • • • The design and development of programmes of continuous and ad-hoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the ob'ectives and strategies of the business. Dete!mining Cons me! and Ma!)et Unde!standing Needs Assessing T!ends and Developments Cons me! and Ma!)et Resea!'$ Defining . the research techniques and analytical methods. Developing t$e .!o6e't #!ief Ag!eeing t$e Resea!'$ Design Managing .RO9ECTS Ma r k e t Res e a r c h Skills – July 19 9 9 5 . T!anslating Cons me! Unde!standing Needs Assessment and Sele'tion of Te'$ni> es Appl(ing t$e Te'$ni> es • • Anal(sing t$e Resea!'$ Comm ni'ating and Using t$e Res lts AD@4OC MARKET RESEARC4 / • • • The purchase.!og!amme O56e'tives and Resea!'$ Mi% • • • Managing Inte!nal and E%te!nal Reso !'es 1Agen'ies2 Integ!ating Cons me! and Ma!)et Unde!standing Eval ating Ma!)et Resea!'$ .!o'ess • • &a'ilitating T!ade and Catego!( Management S ppo!ting De'ision Ma)ing and Developments CONSUMER AND MARKET MODE--ING AND &ORECASTING 7 • • • The efficient management of the technical.
E)alua t" # $ Mar'e t Re%ear*+ Per.or ! a #* e 1btaining understanding and agreement on measures for consumer and market understanding. tactical or strategic. determining the mix of sources and levels of data to meet program me ob'ectives. developing strategic partnerships with key agencies . Ma r k e t Res e a r c h Skills – July 19 9 9 6 . Ma# a$ "# $ I#ter# al a#& E/ter#al Re%our*e% 0A$e#*"e%1 )ssessing capabilities %structure. determining the type of agency relationship for each type of program me %single source vs. balancing the use of external market research and direct consumer contact with other relevant techniques.e*t")e% a#& Re%ear*+ M"/ Translating consumer and market information needs into ob'ectives for continuous or ad hoc research program mes. ete r !" # " # $ Co#%u!e r a#& Mar' e t (#&er%t a #&"# $ Nee&% )nalysing market category strategies and brand plans to determine the consumer understanding needs of the target groupings. ensuring that action is taken based on trends that have been identified. working with Unilever expert groups and key suppliers to provide suitable solutions. people. reviewing pro'ect performance and value added to the business. recommending appropriate budgets. A%%e%%"#$ Tre#&% a#& e)elo p ! e # t % Co#%u!e r a#& Mar' e t Re%ear*+ 0eviewing methods and measures used for effectiveness and potential abuses. creating supporting systems for expert analysis and non. including findings and insights from individual pro'ects.expert access to consumer and market data."#"# $ Pro$ra ! ! e O-. recognising cross category needs. commissioning / developing methods to fill identified gaps. stimulating communication of consumer and market information throughout the business. analysing gaps. multiple. identifying gaps in existing information. tracking performance against measure within and across categories. investigating the nature and use of potential future data sources and measures and methods. developing a program me of research for the year in terms of planned marketing activity and identified gaps in consumer understanding. taking corrective action. e. translating needs into market and consumer information requirements. I#te$ r a t" # $ Co#%u !e r a#& Mar' e t" #$ (#&er%t a # &"#$ *reating processes and procedures to integrate market and consumer research findings. etc. briefing suppliers/ agencies on business needs and information requirements. ensuring consistent understanding is developed in all categories. building database of consumer and market understanding and insights.hoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the ob'ectives and strategies of the business. skills and competencies& against consumer understanding needs of the business. identifying ways in which current and potential data can be exploited to gain competitive advantage.&.MARKET RESEARCH PROFESSIONAL SKILL AREAS 1 STRATEGIC LEVERAGE OF MARKET RESEARCH The design and development of program mes of continuous and ad. ensuring agencies build learning across pro'ects. evaluating agencies and key suppliers on service costs and expertise.
image ratings&. assessing and communicating results from packaging in. identifying and defining market and consumer indicators of underlying brand performance and health %e. awareness and attributes.use tests. Apply"#$ t+e Te*+#"3u e% *ommissioning/ conducting wide range of quantitative research to identify key demand drivers. exploring secondary data and using market analyses to identify broad trends and future developments.xposing early trends and communicating their implications for the category.g. translating brand ob'ectives into specific targets on attitudes.HOC MARKET RESEARCH The selection and application of ad hoc market research techniques to ensure all elements of the marketing mix are optimised to meet consumer needs. constructing and using simulated test markets. assessing the use of competitive benchmarking. applying the most appropriate technique to increase precision in the assessment of each element of the mix.tests of mix elements.MARKET RESEARCH PROFESSIONAL SKILL AREAS 2 A . interpreting and integrating the outputs from a range of qualitative techniques from simple groups to complex creativity sessions. investigating and analysing competitor innovations.offs across ad'acent product categories and/or countries. selecting research techniques suited to mix element. implementing a portfolio of brand performance measures covering purchasing. Tra#%lat" # $ Co#%u !e r (#&er%ta # &"#$ Nee&% "dentifying gaps in understanding of the main determinants of consumer behaviour. applying Unilever $0 (uidelines to all activities in the assessment and selection of techniques. identifying and assessing uses and abuses of qualitative research in the development and evaluation of all elements of the marketing mix. Te*+#"3u e% 2upplementing regular U and ) studies with advanced techniques. investigating and synthesising existing consumer and market data to identify opportunities. constructing stimulus material that elicits consumer participation and constructive input. using animatic research to select /approve advertising ideas. communicating insights into consumer motivation available from the use of qualitative techniques and their limitations. analysing brand health. comparing test results with established best practice from other markets. developing test and evaluation schedules for each element of the mix for each stage in the "nnovation #rocess. sensory analysis and preference mapping for products. Ma r k e t Res e a r c h Skills – July 19 9 9 7 . A%%e%%!e# t a#& Sele*t"o# o. Co!!u # "*a t" # $ a#& (%"#$ t+e Re%ult% . establishing pre. brand image and operational performance. communicating the results from brand health checks with recommendations on corrective actions. assessing where qualitative research can be used to create understanding of why the consumers behave the way they do. A#aly%"#$ t+e Re%ear*+ "nvestigating links and trade.
)d 3oc 0esearch.MARKET RESEARCH PROFESSIONAL SKILL AREAS 4 CONTIN(O(S MARKET RESEARCH The purchase. I#terp r e t " # $ a#& A&)"%"#$ )ssessing levels of knowledge of different user groups. sales per point of distribution. coaching. ensuring that suppliers provide accurate and timely data. provision and interpretation of continuous research data to support and inform $arketing and *ustomer $anagement decisions and activities. price relativity vs. *ustomer $anagement. identifying threats and opportunities. 5u"l&"#$ ata Stru*tu r e% +rafting data hierarchy specifications. mapping new products to data sectors. A#aly%"#$ Co#t"#uou% Re%ear*+ ata )pplying aggregate analyses %price relativity. brand share. trial/repeat %#arfitt *ollins& etc. ad brand tracking. including direct user access. monitoring performance %brand. performing dissaggregated analyses % demographics. building understanding of market structure and dynamics. recognising uses and limitations of data collection methods and measures available from retail audit data and retail scanning %coverage. drafting and agreeing contracts. assessing data from consumer panels %purchase and consumption&. validating data and ensuring data is correct. developing systems and processes to share uses of the data across the business. consumer and company views of the market. etc. duplication and switching . use of software.& encouraging users to challenge the data. identifying and communicating factors that lie behind the analyses. penetration.up and coverage. facilitating access to the data. Ma r k e t Res e a r c h Skills – July 19 9 9 8 . weight of purchase.& on *ompany data hierarchy. etc. loyalty/propensity. published data.&. obtaining cost effective and timely responses to changes in data needs. appraising and using supporting software packages. identifying gaps and instituting corrective actions %training. the research techniques and analytical methods. etc.nsuring the right mix of data sources are bought at competitive prices. performing detailed data reconciliations. etc.&. based on comprehensive assessment of the sources of the data. O-ta"#"#$ Opt" !u ! ata M"/ . establishing and maintaining partnership agreements with key suppliers. Ma# a$ "# $ A$e#*"e% $anaging our continuous suppliers. responding to requests for specific topic analyses. pick. developing multiple hierarchies to reflect trade. loyalty. communicating any ma'or limitations of the data to users. rigorously assessing pick. conducting discussions with key stakeholders %$arketing.&. category. conducting periodic review of supplier and agency performance.& over time. maintaining data in the correct hierarchies. specifying and communicating requirements with agencies and other suppliers. E#%ur"#$ ata A**ura*y +etermining the accuracy required for the data application. ensuring that longer term / strategic use of the data is not compromised by short term tactical issues. etc. answering queries on the data accuracy.up and trendability&. investigating and piloting alternative and supplemental data sources and research methods %external data access.
)(! !rand $onitor&. applying ’systems thinking’ to modelling problems %eg causal loop analysis&. advertising response modelling %eg6 )(! )d )ssessor. examining and communicating implications for category strategies and/or marketing and sales operations. !aysian.offs. analysing category developments and requirements. communicating with/motivating and managing modelling experts. recognising key benefits and ma'or trade. Fa*"l"ta t" # $ Tra&e a#& Cate$ory Ma#a$ e ! e # t +etermining the information needs for Trade $arketing. quantifying trade and channel developments. constraints and qualifications on the techniques and data %e. category and customer management strategies into modelling requirements. *aratrack etc&. individual promotions and brand plans. monitoring progress. modelling channel and category flows. brand planning and innovation. identifying appropriate complexity of model required. approving volume estimates in trade and category plans and proposals. markets and businesses. . generating requirements brief %eg timing.MARKET RESEARCH PROFESSIONAL SKILL AREAS 6 CONS(MER AN MARKET MO ELLING AN FORECASTING The development and maintenance of models of the total market. assessing value of modelling for brand communication development and media planning %weight. A%%e%%"#$ a#& Sele*t"#$ Mo&ell"#$ Te*+#"3ue% )ppraising capabilities and characteristics of the ma'or statistical modelling techniques %baselining. establishing interim deliverables. obtaining informal feedback .valuating capabilities and suitability of Unilever/third party best practice modelling expertise.g. 5ielsen 2canpro. establishing/interpreting financial consequences of model solutions. $illward !rown Force $odelling.g. ete r !" # " # $ t+e Mo&ell"#$ Re3u"re ! e # t % a#& L"!"ta t"o#% "nterpreting/identifying how modelling can support category development.&.Unilever and other experiences. Ma r k e t Res e a r c h Skills – July 19 9 9 9 . identifying sources of competitive advantage. translating business. discounted brand shares. current areas of weakness or market opportunities. disseminating models across categories. incorporating appropriate cost data within modelling process %activity based costing&. investigating applicability of application specific models . type of problem&. assessing performance against internal and external benchmark data. detailing assumptions. assessing if solution can be implemented and 7marketing the solution. evaluating quality of output. investigating market and value drivers %price elasticities. investigating quantification of key elements %e. Support"# $ e*"%"o# Ma'"#$ a#& e)elop ! e # t % 0elating the model output to market realities. !ox 4enkins. weather& for brand performance and sales forecasting. e.g. demand coefficients. regression. utilising simple modelling tools. determining when to conclude model development. agreeing ob'ectives for the model. developing trade and/or category scenarios. incorporating modelling into marketing activities. Ma# a$ "# $ t+e Mo&ell"#$ Pro*e%% . pursuing creative definition/development/application of models. scheduling&. providing regular reviews of progress and operations. expected outputs. establishing trade and category data structures.making and enable forecasting to meet consumer needs and business growth. 5eural 5ets etc.g. brands and individual elements of the marketing mix that inform decision. profit curves&.e. determining data and resource requirements.
partnership agreements. including pro'ect risk. defining the scale and scope of the pro'ect. examining the agency’s analysis of the data. Ma# a$ "# $ Pro. challenging the need for the pro'ect in terms of existing consumer knowledge. availability. face to face briefing of the selected agency. seeking validation of the findings and their interpretation. concise and actionable communication of the research findings. costs etc. )greeing the key business/marketing issues to be addressed by the pro'ect. providing input to and motivating and managing agency team. ensuring that the data collected will meet the needs of the brief and be both credible and actionable. agreeing the stimulus material. maintaining control of each stage of the pro'ect. A#aly%"#$ a#& I#terp r e t " # $ ata 0eviewing samples of the raw data with the research agency. e)elop"# $ t+e Pro. action standards etc. sample si8e and definition. selecting the appropriate research agency based on expertise. seeking broader perspectives based on learning’s across a wide range of studies. I!ple ! e # t " # $ F"#&"#$% 9riting. managing the process of fieldwork attendance by other members of the business for purposes of developing consumer understanding.e*t 5r"e.. sampling method. encouraging the marketing teams to act on these recommendations. evaluating alternative proposals submitted by selected agencies. preparing a written brief covering the ob'ectives. obtaining co-ownership of the research design. A$ree" #$ t+e Re%ear*+ e%"$# 0efining and agreeing the research design and sample with the research agency. the pro'ect deliverables and success criteria.e*t E/e*ut"o# $anaging the relationship with the )gency %eg creating a common language and shared philosophy with the )gency&.. presenting and issuing a management summary detailing the key conclusions and recommended actions. developing the questionnaire / discussion guide. being responsive to alternative ways of meeting the brief. financial and human resources to meet the agreed marketing and business needs on time and within budget. discussing and clarifying findings with the agency. outline research technique. Ma r k e t Res e a r c h Skills – July 19 9 9 10 .MARKET RESEARCH PROFESSIONAL SKILL AREAS 7 MANAGEMENT OF MARKET RESEARCH PROJECTS The efficient management of the technical. quality controlling the production and archiving of agency reports including relevant stimulus material. controlling the quality of fieldwork by attendance where appropriate. developing clear.
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