Market Intelligence Manager

What Does a Market Intelligence Manager Do?

A Market Intelligence Manager is responsible for helping businesses determine consumer needs in relation to products or services, relative pricing and product quality. Their duties include managing external research vendors, reviewing market data to isolate past trends for related products or competitor products, compiling written reports to outline prospective sales and customer engagement for a product and using statistical software to make their calculations. They are responsible for creating polls or questionnaires to get direct feedback from customers about preferred products and desired price ranges.

Market Intelligence Manager Duties and Responsibilities

Market Intelligence Managers set the market research agenda for the business and manage external vendors to help execute that research. They collect and interpret data in order to understand the current landscape forecast future trends. They often make infographics, graphs, charts and other types of visual aids to present their research results. Additional duties and responsibilities include:

• Set the holistic research strategy and agenda for the business including ongoing research programs and ad hoc research projects.

• Monitor and predict sales and marketing trends.

• Develop and evaluate ways to collect data including opinion polls, questionnaires, and surveys.

• Collect data on market conditions, competitors and consumers.

• Analyze collected data with statistical software.

• Convert findings and complex data into tables, written reports and graphs clients can understand.

• Create reports and share results with a variety of stakeholders including executive, product team, and market-facing.

• Manage multiple external vendors to help execute on portions of the research agenda.

• Manage the internal knowledge management and communication of research deliverables.

Market Intelligence Manager Skills and Qualifications

To carry out the role of a Market Intelligence Manager successfully, a candidate should possess the following skills and qualifications:

• Analytical skills so they can understand significant amounts of information and data.

• Communication skills for gathering and interpreting data and presenting the results to the company or clients.

• Critical thinking skills to assess all available information and determine the marketing strategy that is best for a company.

• Detail-oriented in order to complete precise data analysis.