What Does An Insights Manager Do?

WHAT DOES AN INSIGHTS MANAGER DO?

Published: Sep 12, 2025 - The Insights Manager designs and delivers qualitative and quantitative research projects, such as brand tracking and campaign evaluation, to support clients, new business, and internal needs. This role advises on methodologies, manages external partners, develops proposals, and identifies opportunities for commercial and strategic growth. The manager also develops proprietary research offerings, supports training on planning tools, and drives innovation through new insight techniques and industry collaboration.

A Review of Professional Skills and Functions for Insights Manager

1. Insights Manager Duties

Performance Tracking: Ensure there is a reporting suite in place to track performance across service and support on a daily, weekly and monthly basis.
Report Management: Ensure that management information reports are completed and submitted for key senior management groups.
Insight Development: Ensure that there is continuous development of the insight provided by the service and support function and to the teams within the service and support function.
Service Insight: Ensure that the insight provided to the service and support leadership team is particularly focused on service levels and cost to serve, with modelling undertaken to suggest opportunities for improvement.
Data Accuracy: Ensure that data, analytics and insight reported by the service and support function are accurate and that remedial action is put in place to correct any sources of inaccurate or unclean data.
Analytics Tools: Ensure that the tools used for analysing data, reporting and providing insights in service and support generate the deepest level of insight available and are effective and robust.
Team Leadership: Create an inspiring team environment with a collaborative, open communication culture.
Goal Setting: Set clear team goals, delegate tasks and set deadlines.
Personal Development: Be responsible for a proactive personal development plan, discussing any potential personal or team training needs with the head of service and support optimisation.
Decision Resilience: Demonstrate personal resilience, motivation and enthusiasm for data-led decision making in a postmaster-oriented service environment.
Regulatory Compliance: Be responsible for ensuring compliance with any specific legislative, regulatory or contractual requirements.

2. Senior Insights Manager Details

Strategic Insight: Identify and support the framing of strategic insight topics.
Stakeholder Alignment: Understand stakeholders’ business priorities and KPIs, as well as decision-making needs.
Test Program: Drive test and learn program for a new store concept.
Retail Performance: Enable retail performance management via execution tracking, voice of the consumer and store potential drivers impacting the performance of the global store network.
eCom Strategy: Support eCom growth strategy and opportunity identification.
B2B Insights: Support B2B business with research and insights around collaborations, go-to-market and competitor benchmarking.
Intelligence Agenda: Map key needs, co-create an annual intelligence agenda of key topics and assess impact on stakeholders’ priorities and KPIs.
Analytics Solutions: Provide holistic solutions with concrete implications, building on the full intelligence and advanced analytics toolbox.

3. Sr. Insights Manager Responsibilities

Supply Chain Quality: Be responsible for the supply chain quality and business performance management (quality and compliance, cost of quality, cycle time) procedures, processes and execution at the above-site level for quality assurance and quality control.
Quality Review: Own and lead the supply chain quality (system) management review, periodic quality metric and performance reporting, own preparation, analysis, presentation and governance thereof, identify trends and patterns in the data, analyze causality and formulate insights and actionable improvement proposals and support to drive proactive quality and cost awareness in collaboration with the site and platform quality teams, global groups and leadership teams.
Data Extraction: Extract performance-indicating data from systems.
Data Reporting: Prepare data reports (QSMR, cost of quality, tier 4 and 5).
Quality Oversight: Provide oversight and management of quality standards and metrics.
Process Standardization: Provide support for the definition, standardization and harmonization of quality processes.
Process Compliance: Drive compliance, capability, reliability and improvement for quality processes.
System Leadership: Act as SPOC towards the quality systems steering committee and associated councils for quality system through leveraging site quality system experts and giving them a clear voice in system selection, URS definition and system performance.
Account Management: Manage and support the account actively to ensure high-quality and cost-effective output, and a continuous drive to automation and improvement.
Project Leadership: Lead defined quality documents, quality system and compliance-related projects or represent the team in these project teams.

4. Insights Manager Job Summary

Satisfaction Studies: Monitor and maintain the execution of customer and seller satisfaction measurement studies (e.g., NPS, CSAT, PSAT) and share findings with stakeholders to enable continuous improvements towards elevated CX and SX.
Insight Development: Develop data-driven insights and identify improvement areas for CX and SX and initiate improvement projects.
Cross-Functional Collaboration: Work with cross-functional teams to understand priorities and deliver insights and actions to improve customers' experience.
Data Channels: Manage and grow customer experience data collection channels.
Reporting Automation: Automate reporting processes and develop dashboards for timely reporting.
Actionable Recommendations: Propose actionable recommendations while escalating any risks from emerging trends that impact customers and business.
Improvement Tracking: Collaborate with cross-functional teams to implement, track and manage continuous improvements.
Customer Centricity: Drive the organization directionally towards becoming a customer-centric organization.

5. Insights Manager Accountabilities

Research Management: Design, project management, analysis and presentation of research and insight projects (for clients, new business pitches and internal initiatives), both qualitative and quantitative, including brand tracking, campaign evaluation and focus groups, depth interviews.
Methodology Guidance: Make recommendations to clients on the best methodologies for tackling their research objectives.
Supplier Recommendation: Recommend potential suppliers where clients’ needs are likely best served by a third party.
Research Design: Write clear research briefs and proposals, demonstrating proficiency in designing research projects that address client needs.
Revenue Growth: Look for opportunities to generate incremental revenue for research and insight project work.
Product Evolution: Work alongside the Head of Insight to evolve paid-for research and insight product offering, with a particular focus on the consumer journey and digital data insight, and any proprietary research needed to support agency positioning.
Primary Research: Look for opportunities to create high-profile, interesting and inventive primary research, potentially through joint projects with media owners, which have the potential to gain industry exposure and awards.
Tool Training: Oversee training on planning tools and systems, including coaching strategists and planners on getting the most out of various tools.
Relationship Management: Lead and maintain relationships with third parties, including some contract negotiations on planning tools and systems (with support from the Head of Insight), and build relationships with key media owners and clients.
Methodology Awareness: Keep up to date with the latest research methodologies and the latest thinking in consumer decision making, behavioural economics and marketing theory.
Process Innovation: Always actively look for how to do things differently and move things forward (e.g., new sources of insight and tools, ways to do more with what is available, better processes, better techniques, ways to make things quicker and easier, etc.).
Team Spirit: Build and maintain a sense of togetherness and team spirit.
Active Participation: Play an active role and express a point of view in the Data, Insight and Analytics, Strategy Hub team gatherings.

6. Insights Manager Functions

Insight Embedding: Embed insights throughout the organization and champion the voice of the consumer, shopper and customer.
Insight Development: Drive insight development on innovation, renovation and new-to-the-world marketing initiatives.
Demand Growth: Drive demand-centric growth through demand space framework enculturation, activation and integration.
Learning Plans: Collaborate with innovation and marketing teams to understand business questions and current and emerging priorities to develop, manage and execute customized learning plans that provide meaningful and actionable findings grounded in a depth of consumer, shopper and customer understanding.
Data Education: Educate the organization on the appropriate applications and limitations of available sources of consumer, shopper and customer data.
Insight Coaching: Coach on custom study design, analytic techniques, data interpretation and storytelling.
Partnership Management: Build strategic partnerships with syndicated data suppliers to ensure full leveraging of the value and expertise of partners.
Consumer Culture: Build awareness and usage among innovation and marketing teams to ensure a consumer-first culture is promoted and maintained.
Continuous Improvement: Drive continuous improvement through ways of working, insights training and sourcing new innovative methods and techniques to drive novel insight generation with greater frequency, speed and scale.

7. Insights Manager Job Description

Data Portfolio: Oversee the Office of Communication’s data insights portfolio, including weekly, monthly and quarterly reporting.
Performance Tracking: Track, measure and analyze performance of communications initiatives against team-level goals.
Dashboard Management: Develop and manage a team dashboard and data visualizations, feeding insights from multiple data sources.
Insight Communication: Extract high-level insights to communicate and inform stakeholders across the organization.
Data Storytelling: Tell stories with data and serve as a go-to expert on audience insights, answering high-level questions with robust analysis.
Decision Culture: Build a culture of data-informed decision-making across all projects, informing content and communications strategies.
A/B Testing: Partner with E and I, creative and strategy teams, to optimize communication strategies via A/B testing.
Data Integration: Design, develop and manage the communication team’s data integration strategy, connecting vast datasets across owned and earned media channels (including web, email, social and media).
Audience Management: Serve as lead stakeholder for communications, working with colleagues across the organization to develop a shared lexicon, data taxonomy and workflow for audience management tools (e.g., Master Contact Database and forthcoming CRM, etc.).
Data Integrity: Develop best practices for data integrity and hygiene across data management tools.
Process Improvement: Analyze current processes and recommend how to improve the types of meaningful data analysis that can be generated from different audience intelligence tools.
System Collaboration: Partner with colleagues, including information technology (IT), to build the processes and systems needed to ensure the accuracy, reliability and completeness of information about audiences.
Privacy Compliance: Stay up to date and informed on all relevant privacy laws and organizational data-use policies.

8. Insights Manager Overview

Customer Insight: Drive customer insight cross-functionally within the US market and drive the Afterpay narrative for customers and merchants to elevate the value proposition.
Data Insights: Leverage multiple data sets to deliver actionable insights regularly that identify business challenges and opportunities.
Merchant Strategy: Drive merchant joint business plans from a data and insights perspective, providing the strategic thinking on problem-solving for merchants to enhance the merchant relationship and support merchant retention.
Market Updates: Provide monthly market updates and vertical insights to support client success managers in merchant communications and quarterly business reviews.
Acquisition Insights: Leverage insights to support merchant acquisition propositions with a focus on driving in-store success.
Value Proposition: Own the merchant value proposition and insights collateral to ensure the data is consistent and up to date.
Segmentation Support: Support in embedding customer segmentation into the business and socializing the incremental value it brings.
Marketing Partnership: Partner with the marketing and growth team to unlock customer insight from behavioral and attitudinal data to drive customer understanding, acquisition and retention.
Model Insights: Partner with the behavioral science and analytics teams to ensure the customer models (e.g., lifetime value and share of wallet) drive valuable insights that can feed into the merchant value proposition.
Case Studies: Build a case study library to showcase the value of strategic initiatives and socialize within the business.
Process Scalability: Ensure repeatable, scalable processes are in place.

9. Insights Manager Details and Accountabilities

Content Insights: Build insights that demonstrate the value of digital content.
Content Reporting: Create a report on the performance of content on the service by different value metrics.
Data Mapping: Map data from DVD, TV rating, streaming and EST together to present an overall value to a piece of content.
Market Analysis: Analyze international OTT content market segment conditions, challenges and opportunities.
Service Development: Work closely with team leaders to develop new services and product offerings.
Acquisition Analysis: Analyze results to drive improvements in acquisition strategy.
Acquisition Planning: Develop and document acquisition plans, financial metrics and goals for senior management.
Supplier Management: Drive continuous improvement in all operational aspects of the relationship with digital content suppliers.

10. Insights Manager Tasks

Product Strategy: Craft the future of marketplace promotional products alongside counterparts in product, tech and design.
Data Storytelling: Synthesize insights and collaborations to develop and deliver an overarching, cohesive data story to influence product strategy.
Team Leadership: Manage a team of data scientists, setting focus, strategy and priorities for the team’s work to improve influence and impact.
User Focus: Bring users to the forefront, ensuring that both qualitative and quantitative data and insights are meaningful, so their needs guide to the best solutions.
Performance Metrics: Ensure product strategy has impactful measurement plans by developing performance and guardrail metrics and evaluating product performance.
Report Management: Supervise the building and maintenance of reports, dashboards and metrics to monitor the performance of products.
ML Integration: Define the working model between machine learning and data science.
Team Development: Develop and lead an outstanding data science and user research team, prioritizing developing a diverse and inclusive environment for them to learn and thrive.

11. Insights Manager Roles

Team Management: Manage a team of partner experience analysts to help achieve team KPI.
Market Research: Conduct market research and identify gaps.
Vendor Insights: Collect the voice of vendors (VoV), analyze and report to cross-functional teams.
Score Analysis: Collaborate with the restaurant operations team to analyze VNPS (vendor net promoter score).
Project Execution: Plan and execute high-impact projects targeted at improving the vendor experience.
Process Improvement: Study processes and identify opportunities for improvement.
Recommendation Delivery: Execute recommendations from start to finish, from digging into data, to building a business case, aligning stakeholders, testing ideas, executing and measuring results.
Cross-Functional Partnership: Partner with operations, product and engineering, commercial and other teams to understand and solve vendor issues.
Project Management: Serve as a PMO for several cross-functional projects.
Solution Presentation: Regularly present to cross-functional teams on analysis findings and proposed solutions.

12. Insights Manager Additional Details

Supplier Management: Manage supplier relationships by developing key account strategies.
Client Framing: Frame client issues and questions, overlaying the trading context, and scope the necessary analysis techniques needed to solve them.
Portfolio Gaps: Identify insight portfolio gaps across clients within the account group.
Business Understanding: Have a clear understanding of the client's business and the category in which they operate.
Consultancy Knowledge: Have a detailed knowledge of the best practice consultancy.
Client Engagement: Ensure regular contact and engagement with clients, including regular on-site time with strategic clients.
Revenue Responsibility: Hold commercial responsibility for retail insight revenue for the business unit.
Budget Management: Manage budget, including consultancy, market research and new data initiatives.
Consultancy Strategy: Work closely with the commercial team to develop and implement consultancy strategies that align with the overall client annual plan.
Contact Strategy: Lead the development of the key client senior contact strategy across the consultancy.
Strategy Alignment: Understand and align with the strategy and what this means for clients.

13. Insights Manager Essential Functions

Trading Insights: Understand the role of trading insights and other central functions.
Project Delivery: Manage deliveries to ensure high-impact consultancy projects.
Consultancy Delivery: Be responsible for the delivery of assigned consultancy projects.
Project Management: Project manage the delivery of larger projects and delegate, coordinate and support analysts and market research teams to deliver against agreed timings and budgets, working cross-functionally.
Process Management: Use appropriate processes and document templates to ensure that all parties are briefed correctly.
Industry Awareness: Stay abreast of new developments in FMCG, retail and insight analytics through industry journals and appropriate conferences and events.
Client Solutions: Work with planning and commercial teams to add value and provide solutions for clients, working closely with the innovation team when solutions require automation.
Platform Support: Support the insight platform, helpdesk and training plan.
Client Training: Learn the system and support clients through training and manning the helpdesk.
Insight Visibility: Support raising the visibility of retail insight within the organization.
Cross-Functional Relationships: Develop effective cross-functional relationships with key decision-makers within the business.
Opportunity Sharing: Work closely with the planning function to ensure all opportunities are shared.

14. Insights Manager Role Purpose

Trading Strategy: Produce and drive the online trading strategy through analysing customer shopping behaviour.
Cost Savings: Proactively drive and identify cost savings and sales opportunities through continuous review of all aspects of the digital journey.
Journey Analysis: Provide in-depth analysis of all aspects of the digital journey.
Conversion Optimisation: Identify areas to improve the customer journey and feed this into the conversion rate optimisation roadmap.
Activity Measurement: Measure trading activity to understand the impact of the customer lifecycle, incrementality of trade levers and cost of sale.
Customer Value: Identify and drive opportunities to increase customer lifetime value.
Report Automation: Work with key stakeholders to create and automate reports to measure performance and provide tools for others to make a tangible impact.
Project Insight: Provide and communicate insight from projects to key stakeholders.
Campaign Analysis: Work with the wider marketing team to analyse marketing campaigns to maximise return on investment.
Data Decisions: Drive data-driven decision-making through A/B tests or other analysis.
Analytics Training: Grow analytics and data-driven thinking in the wider team through training.
Team Collaboration: Be confident in working with teams both across the business and externally.
Site Improvement: Be proactive and able to show initiative and ideas to constantly improve the quality of the site.

15. Insights Manager General Responsibilities

Reporting Systems: Create new and develop existing reporting systems and data visualisations for major clients.
Data Integration: Connect varied and often disparate data sets into centralised systems, sometimes requiring non-standard implementations.
Media Analysis: Analyse digital media performance with varied cadences and focuses depending on the associated stakeholders.
Traffic Analysis: Analyse website traffic, UX and consumer behaviour using digital analytics platforms.
Insight Development: Use data and understand its accuracy to develop actionable insights that help clients attain their business goals.
Insight Presentation: Compile and present those insights to clients and internal teams in an easy-to-digest format.
Best Practices: Consult with teams around implementing data best practices, such as naming conventions and conversion tracking.
Data Collaboration: Collaborate with planning and activation teams to ensure that data is accurate and delivered promptly.
Resource Management: Manage resource allocation across a challenging schedule of time-sensitive deadlines.
Innovation Support: Engage with the wider data labs team to identify opportunities for innovation or offering new levels of insight through the use of new tools and techniques.
Team Support: Look to support others on the team across varied clients based on one's own specialties.

16. Senior Insights Manager Key Accountabilities

Strategic Direction: Be responsible for setting strategic direction in implementing an insights-driven approach, partnering with key stakeholders across the organization globally, including regions and countries, with clear impact on key brands and pipeline.
Workflow Development: Establish and enhance methodology-based workflows and collaboration strategies with key stakeholders to build an insight generation approach, as well as achieve joint business objectives and identify the relevant evidence to address business questions, and move from retrospective to predictive insight generation.
Insight Awareness: Drive awareness and understanding around insight generation, necessary capabilities and technology needed, embed relevant processes and define appropriate measures of success centered on business value and impact.
Cross-Functional Leadership: Lead and drive the cross-functional discussion from an insights generation perspective and dare to ask critical questions to translate insights into meaningful action in areas where co-creating customer-centric solutions in the healthcare ecosystem.
Decision-Making: Exercise decision-making as a key stakeholder in relevant approval meetings of new insight generation initiatives globally.
Digital Collaboration: Proactively collaborate with digital, data science and analytics, and IT teams, leveraging digital transformation efforts to increase accuracy and efficiency for insight generation and build a competitive edge.
Team Representation: Represent the insights and systems team with key cross-functional partners, empowered with decision-making at the individual product level for the oversight and maintenance of one or more interfaces with business.
Technology Competitiveness: Ensure industry competitiveness for insight generation technology within the pharmaceutical industry and beyond, including applications, tools and innovative customer-centric solutions by driving the development and adoption of cutting-edge insight generation technologies.

17. Insights Manager Roles and Details

Data Quality: Analyze data attributes of Microsoft Advertising and Microsoft Start for overall quality and accuracy.
Performance Analysis: Interpret data and analyze performance, usage, trends, gaps and internal customer feedback.
Process Analysis: Analyze business processes as-is, anticipate requirements and look for opportunities for improvement.
Requirement Management: Review and organize requirements, design, validate, verify information and identify solution options.
Solution Validation: Validate solutions to meet business needs and requirements, remove blockers or barriers to adoption and realize the outlined benefits.
Stakeholder Translation: Translate between technical system and software design stakeholders and supply chain business operations subject matter experts.
Dashboard Creation: Create data analysis and quality dashboards.
Data Visualization: Deep dive into technical details and synthesize into clear PowerPoint visuals for the executive summary and detailed Word documents to communicate at all levels.
Decision Support: Lay out clear options for decision-making, representing various stakeholder views.

18. Insights Manager Responsibilities and Key Tasks

Research Goals: Work with the internal team to understand research goals and objectives to improve delivery devices for chronic disease in homes and hospitals.
Research Design: Use knowledge of design research methodologies to develop research approaches to deliver novel, nuanced insights to improve the delivery of medicines for chronic diseases treated with specialty pharmaceuticals.
Research Execution: Develop plans to execute agreed-upon research approaches and execute with the team or individually, depending on project scope, complexity and team loading.
Creative Collaboration: Collaborate with other insights managers to develop creative study activities and execute projects efficiently, contributing thoughtfully to brainstorms and project reviews.
Material Creation: Create research materials (stimuli, kits, surveys, forms, etc.) and moderate study participants, either remotely or in-person.
Data Analysis: Analyze qualitative and quantitative data using tools like Excel, Tableau, MiniTab and MaxQDA to extract findings, working with the team to develop clear “so what’s” from data.
Statistical Support: Work with outside statisticians to understand quantitative data.
Data Organization: Organize collected data in a logical fashion that allows for the development of crisp narratives of findings and enables communication of findings in an elegant way that captures nuance, working with the internal team or outside vendors.
Progress Updates: Provide regular updates to the internal team and client during the process, demonstrating a high degree of polish, professionalism and reliability to ensure needs are met, changes are incorporated and deliverables exceed expectations.
Findings Presentation: Present findings to the client using media, narrative writing and presentation skills to tell a compelling story.

19. Assistant Insights Manager Duties and Roles

Community Rollout: Implement the rollout of the online community to provide quick consumer insights.
Community Management: Lead daily online community management, planning and facilitating engagement with community members.
Service Coordination: Work closely with the service provider to ensure smooth operation of the online community.
Foresight Support: Support in foresight to action-related studies.
Trend Identification: Leverage internal data sources in identifying trends for strategic Asia markets to ensure relevance.
Consumer Study: Provide support in rolling out a consumer understanding study in Asia, and implement and roll out a global framework that helps the team to gain a true understanding of consumers.
Research Coordination: Coordinate with research partners on the implementation of ad hoc research projects and guarantee the quality in all research processes.
Guideline Compliance: Coordinate and guarantee that global guidelines and standards are applied in all research studies.
Insight Integration: Be responsible for both the internal and external relationships and for landing genuinely integrated insights.
Workflow Management: Manage internal systems and workflows, e.g., PO creation, invoicing, data upload to global portals, etc.

20. Insights Manager Roles and Responsibilities

Actionable Insights: Develop actionable insights for the categories and product lines.
Scorecard Analysis: Analyze consumer scorecards and research.
Customized Reporting: Be responsible for the delivery of customized reporting and analysis of category information.
Brand Strategy: Play a key role in the delivery of strategy and tactics of the overall annual brand plans.
Consumer Interface: Interface with consumers and customers in support of consumer insight strategies and marketing programming.
Market Monitoring: Monitor competitive market data and be the consumer trend expert.
Category Knowledge: Develop comprehensive knowledge of categories and consumer insights and best practices to create solutions to satisfy brand strategies and objectives.
Research Delivery: Deliver all research assets on time and on budget with tremendous attention to deadlines and detail.
Compliance Oversight: Ensure all marketing and advertising programs and digital materials are DISCUS compliant and oversee that external partners and vendors are knowledgeable of any and all DISCUS post audit needs and processes.

21. Senior Insights Manager Duties

Gemba Tools: Leverage Gemba tools to drive proximity and empathy.
Consumer Culture: Create a sustainable and vibrant consumer culture across the brand and category team by leading by example in having a deep immersion and expertise in not only the consumer, but specifically popular culture, to ensure that growth drivers are culturally resonant and enable cultural traction and fame for the brand.
Growth Opportunities: Uncover consumer and customer opportunities for present and future growth.
Opportunity Communication: Lead the proactive identification and communication of opportunities for growth for categories and brands by ensuring consumer and cultural insight is at the heart of relevant strategies and executions.
Strategy Alignment: Ensure these opportunities are present in the category and brand vision and strategy, with compelling ideas for execution.
Strategic Leadership: Provide strategic leadership, insight and key learning throughout the annual planning process.
Activity Evaluation: Measure and evaluate previous years’ activities, provide consumer insight and inspiration, facilitate workshops and lead the category and brand team with an objective opinion on the key issues to be addressed and the way forward.
Data Integration: Harness the power of data and analytics to integrate and distill insights for action.
Performance Insight: Ensure the brand and trade teams understand consumer reasons for performance (using tracker, sales data, trends data, etc) and act on the implications of that understanding.

22. Senior Insights Manager Responsibilities

Briefing Support: Support the development of the creative and media briefing process alongside the brand and agency partners.
Growth Drivers: Enable the creation and execution of outstanding growth drivers by unleashing deep consumer and cultural understanding in combination with previous learnings.
Insight Integration: Ensure that the consumer programs and creative assets are informed by the most current and relevant insights and testing protocols.
Research Management: Own all stages of primary and secondary research, from methodology selection to vendor management to maintaining high standards of reporting to ensure learning is presented in an actionable, inspiring way.
Information Judgment: Make a judgment on which information to use and the level of confidence people should have in using it, and ensure all research is compliant.
Consumer Research: Be responsible for designing and executing consumer and market research in connection with the marketing teams.
Trend Analysis: Identify emerging consumer behaviours, wants and needs, new consumer segments (now, next and future), market trends (micro, macro and mega) and analyse competitive activity.
Data Partnership: Partner with local data and key platform providers (e.g. Nielsen) for brand and market-specific projects as well as leverage the global insight tools, platforms and data.
Budget Management: Be accountable for managing brand research spend to deliver targeted savings and stay on budget.

23. Insights Manager Job Summary

Customer-Centricity: Inspire business leaders to take action that is customer-centric and customer-first.
Research Programs: Design, execute and deliver key primary research programs, both qualitative and quantitative.
Insight Translation: Translate data and key findings into insights that drive product strategy and innovation opportunities.
Innovation Challenge: Challenge external partners to bring forward innovative ways of generating and using insights (e.g., processes, cross-collaboration research, methodologies).
Research Planning: Partner with business leaders to develop a research and insights plan that includes a mix of agile and rigor-based research methods.
Trend Opportunities: Seek out opportunities and emerging trends to proactively provide business marketers and product development with critical information and insights.
Market Monitoring: Monitor market and industry trends and share best practices with internal clients and external partners.
Data Collaboration: Collaborate with other data organizations to connect the dots and reveal a 360-degree view of customer needs and behaviors.
Campaign Insights: Provide relevant insights to improve campaign briefing and facilitate more valuable, differentiated marketing for consumer and office customers.
Competitive Intelligence: Provide competitive insights, intelligence and recommendations to influence go-to-market planning and strategic marketing plan development and decisions.
Vendor Management: Manage a robust network of diverse research vendors.
Research Training: Provide training and guidance for other researchers and competitive intelligence professionals.

24. Insights Manager Functions

Research Leadership: Scope, manage and lead primary research on multiple aspects of digital products and experiences.
User Analysis: Analyze user behavior through moderated and unmoderated studies, ethnographies, surveys and online experimentation (e.g., A/B testing).
Stakeholder Collaboration: Collaborate with a variety of stakeholders, such as product designers, product managers and brand leads, to prioritize research initiatives in a fast-paced environment.
Requirement Integration: Incorporate relevant technical and business requirements into research methods.
Insight Communication: Engage internal teams with clear, well-written reports and presentations to socialize key insights and takeaways.
Best Practices: Advise on best practices and research approach, both in methodology used and third-party resources to procure (e.g., agencies, user testing tools, etc.).
Team Agility: Be comfortable working with small teams and new divisions.
Cross-Team Collaboration: Collaborate across teams in the US and UK with a wide range of stakeholders.
Leadership Influence: Work with both peers and senior leadership to influence research approach and manage outputs and responsibilities.

25. Insights Manager Details and Accountabilities

Insight Consulting: Act as an insight consultant, working with team members to formulate an insights agenda for product marketing, brand marketing and specific games teams.
Study Design: Create, design and deliver mixed methodology studies, ensuring the right methodologies are used at the right time efficiently and optimally.
Knowledge Sharing: Ensure key lessons can be shared across studios and departments.
Executive Reporting: Create top-line outputs for senior management in the form of a summary of recommendations.
Data Integration: Collaborate with UX researchers and analytics teams to incorporate behavioural data and research, improving internal understanding of players and their gaming habits and practices.
Methodology Innovation: Seek, test and embrace new methodologies that further improve the efficiency of the player insights team.
Fast Insights: Develop capabilities and solutions that will give fast turnaround insights using internal data.
Thought Leadership: Proactively create thought pieces based on existing insights and identify areas for further research and growth opportunities for the business.
Task Prioritization: Prioritize tasks according to strategic value.
Team Engagement: Engage with key team members and develop effective working relationships to understand their challenges, scope their needs and provide solutions to address these.
Quality Standards: Ensure quality standards are met, provide training and support as vital, give regular feedback to improve performance and progression, and share standard methodologies.
Team Leadership: Serve as a key leader, contributing to the development and growth of the player insights team.

26. Insights Manager Tasks

Insight Strategy: Refine and own the group insights strategy, a vision to create sustained change in capability to use data and insights to make better business decisions.
Collaboration Systems: Establish tools, systems, and processes to drive greater collaboration between business divisions, including implementing and supporting common frameworks to leverage scale, and chair and manage the relevant forums.
Team Partnership: Partner with and provide challenge to business divisions' insights teams to ensure ways of working are in line with the group's insights strategy.
Consumer Insights: Generate macro-level consumer insights to inform the annual integrated commercial planning cycle and core business innovation and venture pipelines, actively driving recommendations for future growth and revenue opportunities.
Budget Management: Manage budget, spend, service delivery, and relationships for insights providers who are used across two or more business divisions.
Capability Transformation: Work with business divisions and support group functions that own and access data analytics to drive initiatives to transform insights capability group-wide.
Client Support: Define and deliver the client insight support plan, placing value at the heart of everything.
Stakeholder Relationships: Develop and maintain relationships with key clients and stakeholders from an insights perspective, e.g., eCom managers, market SPOCs, global SPOCs, account managers, and eContent managers.
Approach Consistency: Coordinate and collaborate internally and externally to ensure consistency of approach across markets.
Insight Integration: Integrate consumer and customer insight to better inform targeted strategies, plans, and decisions.
Analytic Support: Work independently as the key day-to-day resource for all CPG partner analytic needs, often presenting directly to senior CPG eComm leadership.

27. Insights Manager Roles

Data Solutions: Identify and implement innovative data solutions to deliver timely and comprehensive insights.
Team Leadership: Lead and professionally develop a team of managers, senior analysts, and analysts.
Cross-Functional Integration: Guide cross-functional efforts to integrate and synthesize economic data, marketing and sales analytics, business performance, market research, and other sources of insight.
Strategic Translation: Lead translation of insight into actionable business-driving strategies through critical interpretation of data and strategic thinking.
Insight Communication: Communicate and present insights effectively to the cross-functional team and senior leadership.
Data Value: Use analytics to maximize the value of data across the business.
Forecasting Trends: Predict, anticipate, forecast, and socialize the changes that impact clients and business.
Performance Optimization: Measure and optimize the performance of client engagement and marketing.
Customer Opportunities: Use analytics to proactively identify opportunities to improve the experience and financial future of customers.
Analyst Coaching: Coach and co-create with junior analysts within the team.

28. Senior Insights Manager Role Purpose

Customer Health: Work with customer analytics, data science, and customer research to determine the health of the customer base and the main drivers of performance.
Loyalty Improvement: Identify areas of opportunity to improve customer loyalty, which are broader than the marketing team, and size associated plans to help roadmap prioritization.
Task Force Management: Bring together task forces to collaborate on plans and project manage the delivery of insights, actions, and reporting to help improve the most important customer health metrics.
Insight Gaps: Identify gaps in insight and scope future reports, models, and deep dives required to understand customers better.
Model Utilization: Ensure the business is maximizing the insight generated by analytics and insight, and work with data science to galvanize the use of important models such as customer lifetime value.
Executive Presentations: Prepare and lead senior-level presentations on the metrics.
Data Platforms: Oversee the development of data warehouse and visualization platforms managed by the data analyst.
Behavior Analysis: Lead the analysis of visitor transaction and interaction data (e.g., bookings, email engagement) to enhance understanding of customer behavior and lifetime value.
Forecast Modeling: Combine data sources to create forecasts and models.
Insight Synthesis: Ensure the team output is an effective synthesis of data analysis, qualitative research, and quantitative research.

29. Insights Manager Key Accountabilities

Insight Delivery: Support the development and delivery of external insight priorities by working virtually across teams to ensure access to the right insights at the right time, ensuring outputs are fully rounded in the context of relevant external factors.
Industry Monitoring: Keep abreast of news and developments in the industry and how they may impact customers and shareholders.
Collaboration Building: Develop and build enduring collaborative relationships with other teams to ensure a two-way exchange of external insights, allowing the use of all external insights most efficiently and cost-effectively, filling in gaps while avoiding duplication.
Insight Triangulation: Interpret and triangulate often fragmented external insight and research, joining the dots to build compelling and informative outputs that will be used to influence senior leaders up to and including board level.
Virtual Collaboration: Work as part of a virtual team, collaborating to support others in achieving goals and objectives and vice versa.
Insight Contribution: Contribute and lead within the activities of the industry, competitive, consumer insights, and performance management.
Strategy Support: Feed portfolio, brand, channel, and pricing strategies.
Knowledge Sharing: Drive optimal knowledge and best practice research sharing for the functions and headquarters.
Holistic Strategy: Formulate a holistic picture that drives the business strategy in the right direction.

30. Insights Manager Roles and Responsibilities

Workflow Integration: Drive deeper workflow integration and value of content demand analytics capabilities within partners by working with them to define key insights and then develop them using global audience demand measurement systems and deliver them via clear, well-communicated reports and presentations.
Partner Liaison: Act as an integral part of the ongoing relationship with partners as the direct liaison between insight activities and partners, working closely with the regional director.
Content Solutions: Focus on understanding the needs of partners and proactively providing content-demand-based solutions to make their work easier and more valuable to their teams.
Regional Collaboration: Work closely across the team to follow, understand, and leverage reports created in other regions and for existing partners.
Insight Excellence: Focus on consistently pursuing the best-in-the-world insight and data outputs.
Growth Support: Support and plan growth for the off-premise by uncovering insights that will help spot issues, then advising on possible solutions, achieving end-to-end accountability to reach results.
Report Management: Maintain, review, and update reports, ensuring they communicate the right metrics on performance and continue to be user-friendly and tailored to the audience.
Selling Stories: Find the best way of structuring selling stories for new or existing products or new channels.
Agency Framework: Improve ways of working with agency account teams by building a framework for induction.
Cross-Functional Collaboration: Work closely with cross-functional teams of skilled engineers, data scientists, user researchers, product managers, and designers who are all passionate about creating a world-class experience for all data-savvy employees.
Insight Communication: Communicate insights and recommendations to key stakeholders, helping to activate best practices in the data and insights platform teams as well as the analyst and engineering communities.
Metrics Definition: Define metrics and build and analyze dashboards, reports, and key datasets to empower data-informed product development.
Exploratory Analysis: Perform exploratory analysis to understand who users are, how they get value out of offerings, and where further development can bring greater value.

Relevant Information

What Does A Consumer Insights Manager Do?

What Does A Customer Insights Manager Do?