【正文】 ropensity。 identifying threats and opportunities。 obtaining cost effective and timely responses to changes in data needs。 municating any major limitations of the data to users。 recognising uses and limitations of data collection methods and measures available from retail audit data and retail scanning (coverage, pickup and trendability)。 paring test results with established best practice from other markets。 implementing a portfolio of brand performance measures covering purchasing, brand image and operational performance。n Assessment and Selection of Techniques Supplementing regular U and A studies with advanced techniques。 tracking performance against measure within and across categories。 remending appropriate budgets。 working with Unilever expert groups and key suppliers to provide suitable solutions。 n Assessing Trends and Developments Consumer and Market Research Reviewing methods and measures used for effectiveness and potential abuses。 Developing the Project Brief Building Data Structures Translating Consumer Understanding Needs Supporting Implementation Systems Controlling the Media Plan (GAP). Creating Long Term Strategies for each Market Category Attitudes and Behaviours Assessing and Interpreting Market Research Constructing the Brand Strategy Developing a Communication Plan Evaluating and Optimising Media Spend Providing Consumer Advice and Support8CUSTOMER MANAGEMENT INTERACTIONIn conjunction with Customer Development to integrate trade and consumer needs in order to define and support brand sales strategies and build the customer value of the brands. Creating Networks and LearningMARKETING PROFESSIONAL SKILL AREAS 1STRATEGIC LEVERAGE OF MARKET RESEARCHThe design and development of programmes of continuous and adhoc market research to deliver the consumer and market understanding and insights needed to achieve profitable market growth and realise the objectives and strategies of the business. Assessment and Selection of Techniques Analysing Continuous Research Data Agreeing the Research Design investigating the nature and use of potential future data sources and measures and methods。 developing a programme of research for the year in terms of planned marketing activity and identified gaps in consumer understanding。n Integrating Consumer and Marketing Understanding Creating processes and procedures to integrate market and consumer research findings。 evaluating agencies and key suppliers on service costs and expertise。 identifying and defining market and consumer indicators of underlying brand performance and health (. image ratings)。 constructing stimulus material that elicits consumer participation and constructive input。 constructing and using simulated test markets。 assessing data from consumer panels (purchase and consumption)。 answering queries on the data accuracy。n Building Data Structures Drafting data hierarchy specifications。 monitoring performance (brand, category, etc.) over time。 trial/repeat (Parfitt Collins) etc.)。 investigating market and value drivers (price elasticities, demand coefficients, discounted brand shares, profit curves)。 identifying appropriate plexity of model required。 applying 抯ystems thinking?to modelling problems (eg causal loop analysis)。 developing trade and/or category scenarios。 establishing/interpreting financial consequences of model solutions。 defining the scale and scope of the project, including project risk。 being responsive to alternative ways of meeting the brief。 examining the agency’s analysis of the data。 seeking validation of the findings and their interpretation。 agreeing the stimulus material。 selecting the appropriate research agency based on expertise, availability, partnership agreements, costs etc.。 the solution。 modelling channel and category flows。 pursuing creative definition/development/application of models。 obtaining informal feedback Unilever and other experiences。 translating business, category and customer management strategies into modelling requirements。n Interpreting and Advising Assessing levels of knowledge of different user groups。 performing dissaggregated analyses (demographics。 maintaining data in the correct hierarchies。 specifying and municating requirements with agencies and other suppliers。 building understanding of market structure a