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Manager, Consumer Insights- Home Entertainment
Sony Pictures
Culver City, CA, United States
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Manager, Consumer Insights- Home Entertainment
The Manager, Consumer Insights will focus on conducting and managing research that supports a broad array of business areas, including marketing, shopper marketing, commercial, strategy and data analytics. Responsible for completely owning research projects from A to Z, including project goals, questionnaire development, survey programming, deployment, analysis/synthesis and presentation development. Employ both qualitative and quantitative methods in research. Utilize syndicated, primary and business data in analysis. Emphasis will be on domestic research, with involvement in international (assisting/managing international studies and tracking). The manager will report directly to the Executive Director, Consumer Insights.
Core Responsibilities:
Conduct and manage custom consumer research studies
• Perform all aspects of custom research projects, including questionnaire development, programming, deployment, analysis and presentation/story development
• Conduct both qualitative and quantitative research, including 1-on-1 interviews, group moderation, and ethnographic observation
• Program and manage surveys within the SPHE consumer panel
• Develop insights “stories” based on customer research and present those findings among the broader internal team
• Present findings to both management and executive level management
• Provide strategic direction based on consumer insights in order to support key SPHE objectives
• Manage and work with vendors in order to implement custom research projects
Television and Motion Picture Title Support
• Work among multiple stakeholders in order to identify broad strategic questions for key television and motion picture titles
• Collect and analyze data from multiple sources in order to synthesize and develop a cohesive “brand story” around each title, enabling key stakeholders to make informed decisions
• Extract, analyze and synthesize syndicated data (e.g. NPD, NRG, Nielsen, etc.)
• Coordinate and lead meetings with theatrical counterparts in order to glean title insights
• Conduct primary research in order to identify core audience, motivators and other ad hoc title information
• Present findings among the broader marketing and commercial team
• Field ad hoc requests (i.e. analysis updates, custom questions, etc.)
Education/Requirments:
• Bachelor's degree (BA or BS) in related field (business, marketing, research, social sciences, etc.) is required
• An MBA, or degree in anthropology, sociology, behavioral economics or social psychology a plus
• 3-5 years relevant work experience (market/consumer/shopper research and data analytics experience required)
• Custom research experience in Consumer Packaged Goods, Retail/Ecommerce and/or Entertainment Industry strongly preferred
• Designing and executing custom research studies (questionnaire development, analysis, and writing reports)
• Familiar with fundamentals of market research (questionnaire development, programming, sampling, analysis and statistics)
• Understanding of general business practices, including marketing, sales and retail/ecommerce
• Ability to program and deploy surveys
• Moderate to strong ability in statistical analysis
• Moderate to advance statistical software skills (e.g. SPPS, etc.)
• Excellent writing skills, strong data analysis and storytelling ability
• Strong presentation skills and dynamic/confident personality
• Advanced MS Office skills (especially PowerPoint)
Character/Abilities Requirements
• Ability to work independently and “own” projects
• Naturally curious and always asks “why?”
• A self-starter – not afraid to roll up his/her sleeves and dive into something completely new and unfamiliar
• Consistently looks for new and innovative ways to do things – not comfortable with the status quo
• Comfortable with large sets of data, but equally happy to moderate a focus group of five consumers
• Works well with others, and alone
*Sony Pictures Entertainment is an equal opportunity employer. We evaluate qualified applicants without regard to race, color, religion, sex, national origin, disability, veteran status, age, sexual orientation, gender identity, or other protected characteristics.
• Sony Pictures - CA - Culver City Area & Studios