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An Insights manager can
By Carsten Bjerregaard, Marketingcapacity.dk (Link to the article. Copying/publishing without agreement is not allowed)An Insights Manager can help you understand your customers on a deep level so that your messages are based on their reality. In addition to having a flair for psychology and anthropology, the Insights Manager will have knowledge of testing. Be it concept tests, conjoint analysis, focus groups, quantitative tests, in-depth interviews etc. Deep down, we humans have the same needs. But target groups can be very different in terms of interests, preferences and habits. This makes it increasingly difficult to get it right, and the cost of getting it wrong becomes greater. You can avoid this with an Insights Manager.
View Insights Manager profilesWhat is an Insights Manager?
An insights manager is responsible for ensuring that the company understands its customers. Their thoughts, their way of life, their reasons for doing what they do, their motives, their habits. In short, understanding customers on all the personal parameters that influence their decisions about the company's products or services.Why is it needed? Because choice is increasing. Competition is getting tougher. The world is changing faster than ever and switching suppliers has never been easier. It's just a click away - or a choice in seconds at the store shelf.So if you don't understand your customers, the bill can be fatal. Bill Gates once said that Microsoft was only 3 months away from bankruptcy. Meaning that if customers were given a better alternative, they would disappear in a heartbeat. If it's true for Microsoft, it's true for everyone. That's why every business needs to understand their customers on a deeper level than ever before. And that's why an insights manager is relevant for most businesses.What does the insights manager's job entail?
In broad terms, the insights manager's job is about:- To replace 'I think' with 'our analysis shows'. In other words, making decisions based on numbers and facts rather than gut feelings.
- Analyzing customers in every possible way
- Communicating the results
- Participate in e.g. product development and product text
- Taking ownership of the user experience (often called customer experience, or just CX)
What else is an Insigts manager called?
In some cases, you might talk about a Customer Insight Manager, a Customer Experience Manager, an Analytics Manager or a Planner.How does the Insights Manager create value?
The manager creates value by establishing knowledge that can be used to bridge the gap between what the customer wants and what the company offers - in the broadest possible sense. This involves, among other things:- To scope analyses (quantitative/qualitative) and process data
- Working with analytics agencies
- Distilling insights and formulating them into business-relevant recommendations
- Anchoring insights via storytelling to different stakeholder groups
- Planning CX work with other stakeholders
What types of Insights Managers are there?
No one can do everything. And there are differences between insights managers beyond what their theoretical background and experience can explain. You'll find some who are sharks at all things analytics, while others may be better at creating coherent explanations on top of analytics. Some need a high degree of statistical significance, while others have a psychological or anthropological edge, so they understand the consumer with almost instinctive certainty.What should an insights manager be able to do?
The Insights Manager needs a wide range of skills and knowledge in a variety of areas. These include:- Knowledge of different types of analysis and when to use them. Concept tests, conjoint analysis, focus groups, quantitative tests, in-depth interviews, etc.
- Psychological and anthropological insights - e.g. to be able to describe different segments
- The ability to summarize and bring findings to life, e.g. in personas or other forms of descriptions of prospects, customers and other stakeholders
- Business understanding, e.g. around the different action parameters and basic criteria such as profitability, time-to-market
- Conceptual understanding - The insights manager must be able to outline ideas and opportunities at the concept level that can be taken forward by marketing, customer service, product development and others
- Storytelling, e.g. by being able to describe what the company stands for and/or what customers demand in an attractive and targeted way
- Basic sales and marketing knowledge
- Imagination and curiosity
- The ability to innovate
- Good communicator, both verbally and in writing
- The ability to work in a structured and explorative way at the same time
- The ability to work agile with many iterations as you learn
Why a freelancer?
If you need a full-time Insights Manager, we can help you find someone qualified. But many companies actually prefer to work with marketers on a freelance basis. For several reasons:- On the other hand, some of the best marketing minds prefer to work freelance
- On the other hand, it is valuable - not least in the insight area - to gain experience from other companies and industries
- Firstly, it's financially advantageous compared to working with a full agency, for example, where you may also have to pay considerable overheads
