Strategic Insights Lead

2 days ago

Queenstown, Singapore Heineken Full time

**Key Responsibilities**:

- **Design and deliver front end approaches to best answer Innovation briefs**
- Work with Front End Manager and agency partners to design and deliver approaches to generating breakthrough consumer insights from which transformational Innovation can be delivered.
- Identify culture trends (join the dots), deep insights and white space opportunities through deep consumer understanding.
- Develop & manage network of leading-edge insight agency partners where appropriate to drive foresights, cultural understanding & conceptual appeal
- **Development of breakthrough insights which lead to transformational Innovation.**
- Generate as an output of the front end process a well-articulated summary of the insights generated (ideally proprietary), delivering a holistic view to the business of the consumer in this space.
- Validate where appropriate the insight to maximise opportunity to breakthrough.
- Push the team outside of their comfort zone - sharing new information (new platforms, technology, etc.) & cutting-edge insights. Champion an always on approach to consumer understanding for the team
- **Lead the validation of the Innovations throughout the process from ideation to execution**
- Champion consumers & insight throughout the innovation process; constantly ensuring brands are as cutting-edge as possible. Use culture as a benchmark for success, ensuring the portfolio is tapped into current & future trends
- Execute the validation of and objectively assess the performance of the propositions through a range of testing including as relevant: Insight screening, Concept screening, design development, CPT, test market / STM.
- Troubleshoot and make recommendations for improvements to the concepts
- **Champion the consumer throughout the process whilst having a view on the broader context**
- Ensure the consumer is front and centre in the decision-making process and act as the voice of the consumer throughout
- Deeply understand the demand map, and consumer needs; deep dive into unmet needs to assess opportunities for the portfolio
- Ensure other sources of insight (eg category) are syndicated and leveraged where relevant in the process
- Collaborate with HEINEKEN global and regional insights partners to ensure concepts are optimized & fit-for-purpose for our customers

**Required Qualifications**:
Curiosity drives your interest in what moves the market.
- Is very passionate in understanding culture and consumer’s life & works around and understand deep insights that help solve their everyday issues or improve their lives.
- 10 years of **leading planning & strategy in creative or design agency teams** and /or strategy & insights in reputed FMCG organization
- Tapped into the latest trends; always looking for what’s next. Has an outside - in approach to understand need gaps, barriers and build insights around which concepts can be generated.
- Experience in **c**onsumer **i**nsights with strong technical skills**, hands-on experience managing large scale offline general population studies and a good understanding of research solutions for White space studies, Segmentation, Concept/product tests, Product tests etc.
- Understanding & comfort with latest data collection tools and platforms to drive foresight especially the upcoming AI led ones.

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