Skills:
Market Research: Extensive experience with designing, executing and analyzing a wide range of qualitative and quantitative market research techniques to assess consumer appeal, targeting, brand perception, product usage, market size/potential, and more. Qualitative: one-on-one and focus group interviews, shopper interviews, in-home interviews, ethnographic, insight generation, concept and creative development, and various creative protocols (brainstorming, story- telling, analogies, creative games, laddering, picture projection, etc.) Quantitative: concept testing, concept & use testing, product testing, packaging research, brand equity tracking, advertising research, claims development, segmentation research, initiative tracking, pricing research, receptivity, market mapping, and country clustering. Analysis: Ability to leverage disparate primary and secondary consumer and market data to diagnose product and brand strengths and opportunities and uncover future growth opportunities. Experience with initiative volume forecasting and early size of prize/volume potential assessment for new products and markets. Computer Applications: Proficient in Microsoft Office (PowerPoint, Word, and Excel) and Desktop Reporter (SPSS data analytics software)