【正文】 Pricing and Marketing Activities Systems Assessing Consequences of Retailing Developments on Marketing Contributing to Category Management Identifying and Analysing Best Practice Supporting Implementation Determining Consumer and Market Understanding Needs Defining Programme Objectives and Research Mix Integrating Consumer and Market Understanding Translating Consumer Understanding Needs Applying the Techniques Communicating and Using the Results3CONTINUOUS MARKET RESEARCHThe purchase, provision and interpretation of continuous research data to support and inform Marketing and Customer Management decisions and activities, based on prehensive assessment of the sources of the data, the research techniques and analytical methods. Ensuring Data Accuracy Building Data Structures Interpreting and Advising4CONSUMER AND MARKET MODELLING AND FORECASTING The development and maintenance of models of the total market, brands and individual elements of the marketing mix that inform decisionmaking and enable forecasting to meet consumer needs and business growth. Assessing and Selecting Modeling Techniques Facilitating Trade and Category Management Developing the Project Brief Managing Project Execution Implementing FindingsMARKET RESEARCH PROFESSIONAL SKILL AREAS1 STRATEGIC 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.n Determining Consumer and Market Understanding Needs Analysing market category strategies and brand plans to determine the consumer understanding needs of the target groupings。 recognising cross category needs。 n Assessing Trends and Developments Consumer and Market Research Reviewing methods and measures used for effectiveness and potential abuses。 identifying gaps in existing information。 ensuring that action is taken based on trends that have been identified。 balancing the use of external market research and direct consumer contact with other relevant techniques。 working with Unilever expert groups and key suppliers to provide suitable solutions。 n Managing Internal and External Resources (Agencies) Assessing capabilities (structure, people, skills and petencies) against consumer understanding needs of the business。 taking corrective action。 developing strategic partnerships with key agencies 。 remending appropriate budgets。 ensuring consistent understanding is developed in all categories。 stimulating munication of consumer and market information throughout the business, including findings and insights from individual projects。 ensuring agencies build learning across projects。 tracking performance against measure within and across categories。 reviewing project performance and value added to the business。 assessing where qualitative research can be used to create understanding of why the consumers behave the way they do。 exploring secondary data and using market analyses to identify broad trends and future developments。n Assessment and Selection of Techniques Supplementing regular U and A studies with advanced techniques。 establishing pretests of mix elements。 assessing the use of petitive benchmarking, sensory analysis and preference mapping for products。 applying Unilever MR Guidelines to all activities in the assessment and selection of techniques。 implementing a portfolio of brand performance measures covering purchasing, brand image and operational performance。 applying the most appropriate technique to increase precision in the assessment of each element of the mix。 analysing brand health。 investigating and analysing petitor innovations。 paring test results with established best practice from other markets。 interpreting and integrating the outputs from a range of qualitative techniques from simple groups to plex creativity sessions。 municating the results from brand health checks with remendations on corrective actions。 municating insights into consumer motivation available from the use of qualitative techniques and their limitations。 recognising uses and limitations of data collection methods and measures available from retail audit data and retail scanning (coverage, pickup and trendability)。 i