Consumers are most interested in brands they connect with emotionally. When an advertisement reminds them of childhood, or when a slogan makes them laugh – these positive emotional responses reflect well on future sales.
In order to determine what consumers think about a brand or product, companies bring in market insight managers who poll target markets and discover just how to connect consumers with a brand.
Market insight managers measure the emotional connection associated with a brand. This means they focus heavily on gathering data on consumer insight and transforming that data into effective business plans.
Those seeking careers will find options for job openings in several different locations across the country. According to Indeed.com, some of these areas include:
To gather this data, market insight managers typically interview and poll target segments of a population to gain an understanding of how they react to a product, campaign slogan, or advertising strategy.
For example, the youth population is highly sought after by companies, but traditionally hard to reach. Market insight managers find out what's “cool” and inform market strategists about how their product or service might resonate with this group.
Market insight managers typically work in small teams with other researchers. Some other professionals they work with include:
Market insight managers usually work for several years in research positions before moving up to leadership roles. Most market insight managers have usually been working in the field for between five and seven years.
In order to even enter the field though, most professionals must earn at least bachelor's degrees in marketing. Some companies are coming to realize the benefits of advanced degrees though, and look specifically for market insight managers with master's degrees in marketing or business administration.
Companies typically pay market insight managers a large range of salaries depending on previous experience, educational attainment, and location. Most market insight managers will usually make between $70,000 and $90,000.
If you're interested in learning more about measuring a consumer's emotional connection to a product or brand, contact schools offering degrees in marketing.