Millward Brown Firefly/ Research Executive
Have passion and sense of identity on the area and thethings Firefly do
Kantar Millward Brown are the world’sleading experts in helping clients grow great brands.
Firefly researchers see the world throughconsumers’ eyes – keeping a 360º perspective on the brand experience and explainingthe “why” behind consumer behavior, choice and preference.
According to a strategic brandingmanagement theory “customer-based brand equity”, the relationship betweencustomers and brand play the key role in business behavior.
I’m qualified in three aspects.
[if !supportLists]1. [endif]Basic marketing/researchknowledge and skills
Project management——
project start-up(client need analysis,project management plan)
background research(understand thetarget product and market by making template profiles, design questionnaire,samplings as need for suppliers/end-users/distributors )
field research(questionnaire testing, executeinterviews in depth or short/via telephone or in person, summary sheet)
data processing(data clean by logiccheck, making cross analysis tables, write key findings, follow up interviewsaccording to project need and client feedback )
set-up basic analysis and writing value-added analysis (tell a evidence and logic based story, final recommendations)
client review on key process
Qualitative research skills——
interview，focus group，participatory observation
standin a neutral position and guide the interviewee to say more
[if !supportLists]2. [endif]Variety industries projects experience(quicklearner & enjoy new things)
Mobile medical project: user contact point analysis/interviewsto make brand audit
FMCG- Maybelline: conduct consumers research to assess itsbrand communication strategy according to the consumer-based brand assettheory.
Knowledge payment- Himalayan FM: compare with the company’sobjective and users’ experience to give recommendations on 4P aspects
E-commerce O2O/Community E-commerce
Online education
Chemical Industry (present company is for 2B chemicalproduct market, customers mainly are overseas companies that want to know themarket size of a specific area, consumers trend and 4P related marketstratigies)
(new retail, Intelligenthardware, real estimate, energy)
[if !supportLists]3. [endif]problem break down and solving skills(personalities)
Eg. Accenture
Conducted the Deck independently on Sustainable DevelopmentStrategy of Communication Industry while aligned with PM regularly to discussthe framework and detailed content
Summarized the latest trend of communication industry bydesk research on international trend and benchmarking enterprise; Cleared thecurrent situation of the domestic telecom operators by PEST and SWOT analysis;Gave advices through the framework of 4P after positioning. The PM approved the Deck.