Market Research & Consumer Behavior
Collecting and analyzing the relevant market and consumer data to inform and reshape the organization’s marketing strategy. Market data includes customer, company, competitor, industry and stakeholder analyses. Consumer data includes consumer behavior, attitudes, preferences, usage, and perceptions.
Level 1 Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Explains at a basic level key market and consumer analysis and research concepts (e.g., primary and secondary data, market background, customer and competitor analysis, etc.).
- Maintains databases of the market and consumer data.
- Uses basic qualitative and quantitative data collection methods (e.g. interviews, observations, surveys, questionnaires).
- Summarizes market and consumer data and information.
QUESTIONS
- Describe a time where you were tasked with the collection and maintenance of market data related to your organization's product/services.
Probing Questions
* What was the product or service your organization was marketing?
* What data did you focus on?
* How did you go about collecting information and determining what was relevant?
* Who was involved in the collection process?
* How did you ensure that the data collected was current and remained current?
- Tell us about a situation where you were responsible for the compilation, classification, organization and summarization of market data and information.
Probing Questions
* What techniques did you use to compile the information?
* Which categories did you choose to save and present the information?
* Why did you pick those classifications?
* How was the data organized and stored?
* What summary reports did you prepare? For whom? How were they constructed?
Level 2 Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Uses data collection methods (e.g. focus groups, experimental test markets, ethnographic observation, survey results) and technology to identify key information and data that are not widely available.
- Performs intermediate qualitative and quantitative data analysis (e.g., SWOT, PEST, market segmentation, statistical analysis, etc.)
- Translates and reports on market research findings.
QUESTIONS
- Tell us about a time when you were charged with the task of developing and testing hypotheses for market research studies.
Probing Questions
* How did you determine what hypotheses you wanted to test?
* What was the hypothesis you decided upon?
* What test statistic did you choose to summarize the information in the sample that was relevant to your hypothesis?
* How did you determine that your hypothesis would be effective in using your sample to generalize for the market or consumer population?
- Describe a time where your responsibilities included taking consumer or market research findings and creating a consumer or market data report.
Probing Questions
* What types of research were the findings concerned with?
* What marketing decisions was your report expected to address?
* What market factors were addressed in the report you produced?
* How was your report constructed? What were the headings you developed for the report?
Level 3 Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Designs market and consumer research studies, (e.g., identifies appropriate research methodologies, sampling plans, etc.).
- Identifies significant trends or patterns across a variety of information sources.
- Verifies accuracy of data and analysis results.
- Interprets key findings from analysis to make recommendations, plan the next steps and support business requirements.
- Evaluates external resources (e.g. marketing professionals, statisticians, pollsters, etc.).
QUESTIONS
- Describe a situation where you were asked to design and coordinate consumer or market research studies.
Probing Questions
* How did you define the problem you were asked to research?
* How did you determine what type of methodology to use?
* What did you do to determine the total population and your sample size?
* What did you use to determine the reliability and validity of the research?
- Describe a time when you had to interpret key research findings and make recommendations that support business requirements.
Probing Questions
* What techniques did you use to interpret and integrate the findings?
* What recommendations did you make with respect to areas such as the target market, products/services, pricing and distribution?
* What conclusions and recommendations did you make?
* How did you link your recommendations to the business objectives?
Level 4 Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Designs mission-critical, multi-stakeholder research projects.
- Coaches others on the full spectrum of approaches and tools for conducting market research.
- Makes business recommendations in situations when data is insufficient, in-congruent and/or sensitive.
- Evaluates key assumptions and variables that factor into the conclusions of market research
- Identifies (internal and external) opportunities for collaborative research initiatives.
QUESTIONS
- Tell us about a time when you were managing a market research project(s) with more than one direct stakeholder.
Probing Questions
* Who were the various stakeholders?
* How did you identify the objectives of each stakeholder?
* What process did you use to link the stakeholder's needs to the project's research objectives?
* What elements of marketing was the focus of the project?
- Please outline a scenario where you were asked to determine opportunities for collaborative research in the marketing environment.
Probing Questions
* What was the topic and objective of the research challenge?
* How did you determine potential collaborators on the project and who were they?
* What did the collaborators contribute to the research?
* How did the collaboration increase the business value of the market research conducted?
- Describe a situation where you were asked by senior management to prepare a recommendation on a key area of marketing but were unable to rely on the data collected because it was limited, not closely related or not available for general release.
Probing Questions
* What marketing strategy needed to be addressed?
* What did you do to enhance the reliability and validity of your supporting data?
* What analysis did you conduct to overcome the lack of reliance on the marketing data that was available to you?
* How your recommendation received and what was the outcome of the process?
Level 5 Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Establishes processes and organizational structures to facilitate market and consumer research.
- Establishes indicators for measuring the effectiveness of research initiatives.
- Anticipates organizational requirements for ongoing and future research engagements.
- Sets standards for all aspects of research operations (e.g., data collection/analysis/reporting, etc.).
- Collaborates with marketing experts in related disciplines to build on present research within the organization.
QUESTIONS
- Tell us about a position you had where you were responsible for setting the overall strategic direction of the organization's consumer and marketing research and analysis program.
Probing Questions
* How did you stay current with the changing market and competitive environment?
* What specific strategic direction did you determine was most appropriate for the organization?
* What strategies did you employ to ensure that the strategic direction you chose was carried out by the marketing, sales and promotion group(s)?
* What did you do to translate the organization's business objectives into strategic marketing approaches?
- Describe a time when you were responsible for determining where and how the organization would focus it's consumer or market research and analysis activities and expenditures.
Probing Questions
* What was the industry and how did your organization fit into that industry?
* What future trends or product movement did you identify for the organization to consider?
* How did you balance ongoing day to day research and analysis activities with the need to be proactive and forward-thinking?
* How did your contribution impact the organization?