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Marketing & Sales – Consumer & Shopper Insights Specialist – Western Europe



The Marketing & Sales Practice strives to help client in both consumer and business-to-business environments on a wide variety of marketing and sales topics.  The mission of McKinsey’s Marketing & Sales Practice is to help clients achieve marketing-driven profit growth. The role of the Consumer and Shopper Insights Specialist has three broad sets of responsibilities: Client service support and development, Knowledge building and Practice building
Detailed Description
The role of the Specialist has three broad sets of responsibilities:
  • Client service support and development:  works as a consulting team member to deliver strategic recommendations to clients grounded in consumer insight
  • Knowledge building:  helps the global group of CSI dedicated practitioners innovate new insights approaches and techniques to  expand the power and relevance of existing approaches
  • Practice building:  helps build and develop the CSI team
Client Service Support (ca. 60%):
  • Work as a consultant on a McKinsey team  to understand clients’ primary business issues and translate these issues into research approaches
  • Drive the research, with team and/or client directly, including:
    • Defining how consumer insight can inform strategic issues
    • Scoping and designing research projects, which may include writing surveys or guides, and requires thoughtful balancing of necessary depth with pragmatic constraints
    • Managing research agencies to ensure a high-quality project within agreed timeframe
    • Structuring the analytical plan, and helping the team in analyzing and/or modeling data
    • Identifying implications and developing recommendations
  • Work with the team to translate analyses and insights (e.g., existing or new market research, customer database information) into specific and actionable business recommendations
  • Lead the building of consumer insights capabilities with the client organization and McKinsey team
Knowledge building (ca. 20%):
  • Support internal knowledge efforts, including  the development of new insights approaches and/or providing insights leadership on proprietary knowledge efforts into consumers
  • Support internal marketing/consumer insights training programs
Consumer and Shopper Insights service line development and support (ca. 20%):
  • In conjunction with leadership group, support externalization efforts on consumer insights for audiences of existing and potential clients
  • Support internal (Firm and practice) marketing research requests
Desired Skills
Specific qualifications:
  • In-depth knowledge of consumer insights from any marketing sector (e.g., consumer, retail, banking, high tech, business-to-business)
  • A minimum of 4 years experience in survey design, survey analysis and market research with a consumer and shopper insights focus preferably at a market research agency, a research department at a consumer-oriented company, or academic-related research
  • Experience developing surveys, as well as executing them,  and analyzing the results to tease out strategic implications and insights
  • Emerging depth in several areas of market research, such as conjoint analysis, segmentation, ethnography, structural equation modeling, concept testing, etc.
  • Strong numerical and statistical ability
  • Ability to transition easily from a technical research perspective to practical business considerations
  • Strong multi-tasking abilities, flexibility, and patience in a fluid environment where priorities change and methodologies are continually challenged
  • Excellent written and verbal communication skills
  • Professional attitude and service orientation; team player
  • Willingness to travel intensively
Strong academic qualifications including a Masters degree from a respected institution, preferably in a market research-related area. 
To find out more information about the role and to apply, please click here

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