- Germany - Cologne Office
Dyson is a global technology company founded in 1993 with a unique philosophy - to solve problems that others ignore. The company is known for surprising new inventions that defy convention.
From the world's first bagless vacuum cleaner, to air purifiers/fans without rotor blades, to our hair styling products that enable professional styling at home just like at the hairdresser: We continue to develop relentlessly - our products inspire every technology fan and make household and co. an experience!
Our culture is unique; The mindset is geared to constant change and Dyson’s pace brings constant challenge. Dyson suits people with the courage and resilience to find their own way, spotting opportunities where others don’t, and having the self-belief to persevere where others give up.
About the role
As Insights Analyst, you will have the opportunity to make a significant impact on the success and growth of Dyson in Germany, Austria, and Switzerland. Beyond providing valuable insights to drive the business, you will work closely with several different teams, recommending actions to be taken and influencing business decisions.
The role is focusing on the consumer research pillar as well as the market intelligence pillar of the Insights Team at Dyson (Brand health, claims studies, asset evaluation, shopper journeys, owner surveys, market share reporting,…).
The other pillars of the Insights Team are Media Effectiveness Analytics (e.g., Marketing Mix Modeling (MMM)), Media Insights in general, and collaboration with BI&A Teams.
A successful person in this position will be able to see the world from a marketing and business perspective, as well as from a researcher perspective. This position will require a high degree of collaboration with cross-functional teams (Marketing, Sales, Owner Experience, BI&A, Competitor- and other Insights teams, either from HQ, Regional hubs, or DACH cluster Markets) to drive consumer-centric strategies, to present forward-thinking consumer trends, and to socialize shopper, market, and product insight.
As Insights Analyst you are accountable for delivering actionable business insights and recommendations, by outlining research needs, designing studies, and managing multiple research suppliers. You will serve as an Insights expert using qualitative and quantitative market research (ad-hoc and continuous) and supporting marketing effectiveness measurement.
This role will report to the Insights Manager DACH. The role is based in Cologne, Germany.
Provide deep consumer& market research insights to advise Dyson DACH teams in making business decisions.
In detail the role will be concentrating on following pillars:
1. Consumer& Owner Insights
Support other teams by understanding trends, consumer attitudes and behaviors, key functional and emotional requirements, usage occasions, shopper needs, and translate those learnings into insights to be used as foundations for strategic action
Manage Brand Health tracking study and update and align on questionnaire with research institute
Deeply understand our consumers and owners, their needs, drivers, barriers, and the shopper journey for each category
Manage and combine different sources, like digital performance and web site data, reviews, local research studies, global research results, desk research and more
Ensure that reporting delivers business insights that can be used to optimize campaigns on the go, as well as driving test initiatives and the development of future campaigns
Provide holistic understanding of category and consumer behavior to help explain and predict market performance in a short- and long-term lens
Manage internal Owner Panel and share insights on a regular basis. Be the driving force in spreading the owner’s voice and support our Owner Experience Teams.
Explore and reveal consumer insights through planning/ executing research projects, while working closely with DACH/ HQ teams
Manage consumer research projects (both qualitative and quantitative) from planning based on the research needs to writing reports/ debriefing to stakeholders
2. Agency and Internal Management
Contact point for external consumer and market research agencies
Contribute to knowledge sharing on a global and regional scale.
Regularly report on category relevant KPIs. Ad-hoc reports and support of category performance dashboards and market scorecards
Analyze market data reporting, proactively support Sales and Marketing teams with Market Share Insights
Proactively explore and suggest new tools/ approaches (esp. digital solutions) to tackle with constantly changing market
Select/ manage external research agencies based on the research requirement
Manage regular feed of voice-of-customers to HQ teams, which informs future product development
3. Research and Insights Roadmap
Partner with marketing and wider functions on gaps and opportunities for insights to support the overall business needs
Identify potential insight needs as per business plan and challenges.
Support Insights Team in global Brand Health tracking study from German/ DACH perspective (focus on deep dive into questions and maintaining questionnaire)
4. Fulfil other duties as required
Pick up new activities that fall broadly in the purpose of the role
Fix things that you can see need fixing; Identify problems and find solutions.
Promote and demonstrate Dyson behaviors.
1- 2 years of experience in market research
University degree in Marketing, Statistics, Economics, Psychology, or a related field
Deep Qualitative, Qualitative, Longitudinal, and Syndicated research skills and experience
Strong analytical skills; proficient in statistics, experimental design, survey creation and analysis
Both client and agency side experience are a plus but not a requirement
Deep knowledge of consumer insights sources (especially digital) and qualitative as well quantitative analysis
Previous experience with external market data tools such as GfK, IFR, Nielsen or comparable is appreciated
Highly skilled in Excel and PowerPoint
Enjoy using market and competitor data to drive business results
Excellent communication, organization, and presentation skills (written, orally, and across Microsoft Office Suite)
Ability to tell a story with data, comfortable presenting to senior leadership
Highly motivated self-starter
Strong collaborator and connector with ability to influence others and take full ownership of results
Strong oral and written communication and influencing skills to effectively communicate with all levels of the organization
Fluency in German and English
Eager to influence at all levels (also senior management)
Company Bonus Scheme
30 days holidays
Subsidized sport activities
Discounted Dyson machines
working from home
Fare Subsidy for local public transport or on-site parking
24/7 accident insurance
Relaxed dress code
Flexible working hours
Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.