Insights consultant

Insights consultants aim to understand the customers. This is done through quantitative and qualitative research to learn about customer segments, preferences, price sensitivity and other aspects about the customers. This is turned into recommendations for marketing, product development and strategy.

What does a Insights consultant do?

• Collaborate with stakeholders to define the objective of the research
  
  
• Define the research method needed
  
  
• Make the questionnaire/interview guide
  
  
• Analyze qualitative and quantitative data
  
  
• Make presentation material
  
  
• Communicate insights found in the research

Example of work as an Insights consultant

The product development department have five ideas to improve of an existing product.

They involve the company’s Insights consultant to figure out which idea to move forward with.

Together with the Insights consultant they define the key success criteria for the improved product.

The Insights consultant then work out what type of market research is most suitable.

They partner up with a market research agency. Together they identify potential customers and ask them to evaluate the five product ideas.

The findings are reported back to the product development department so they can make a decision.