Market Research Executive at Kenya Airways

Job Purpose:

Role Purpose: Conduct market research activities to identify customer needs, perceptions and benchmark the KQ product. Manage Competitor intelligence to assist in the development of marketing strategy initiatives.

Principle Accountabilities;

Market Research

• Prepare and execute bi-monthly consumer surveys, analyze and interpret research on their perceptions of our image and performance of our services
• Direct joint market surveys and research with other alliance partners to achieve seamless products/service for the benefit of customers
• Prepare research briefs for external research companies
• Prepare and execute surveys to provide information for effective decision making
• Analyze and monitor research on the key drivers of customer satisfaction and aim to determine key factors determining customer loyalty
• Utilize research to monitor customer opinions and perceptions of our major competitors
• Produce a monthly report on key research findings, including the effectiveness of our external communications
• Coordinate and facilitate Market research to ensure quality control and the use of cost-effective methods.
• Review the efficiency of all research processes
• Utilize secondary research and where necessary, purchase appropriate information
• Manage and monitor the ongoing effectiveness of our research suppliers and maintain satisfaction amongst key internal stakeholders.

Market Intelligence

• Establish the competitor intelligence function – including the framework for Coordination and processes to gather relevant data from all necessary sources – including competitor’s communications, front line staff, stakeholders and the media.
• Analyze and interpret information on competitor intelligence – including competitor’s offers, value prepositions, alliances and market relationships, and activities that are impacting on our market share. · Produce a monthly report - including interpretations and distilled learning’s arising from market changes and observed trends.
• Provide summary information to all relevant managers to assist in the development of counter offers and marketing strategy initiatives.
• Provide feedback and briefings to frontline staff on key findings from competitor analysis.

Knowledge, Skills and experience;

• Bachelor’s degree in Business or Social Sciences
• 3 years market research experience
• Analytical thinker with strong theoretical and research proficiencies
• Ability to comprehend and interpret competitor strategies and consumer behavior
• Ability to gather large amounts of data and convert it into meaningful analysis with a user-friendly format
• Teamwork and interpersonal skills, with strong written and oral communication
• Ability to work under pressure and meet strict deadlines