Provide strategic marketing intelligence & customer insight

Research and insight is vital in influencing strategic business and policy decisions. It is a key element of the Professional Development Framework and looks to widen skills, from basic research principles to developing as leaders informing strategic change and delivering actionable research, insight and intelligence.

Knowledge, Skills and Attitudes

1. Provide actionable recommendations to inform strategic business decisions based upon quality research and insight

2. Evaluate behaviour change from marketing communication exercises

3. Evaluate and select appropriate research solutions for given research contexts

4. Undertake competitor analysis and provide intelligence

5. Manage elements of marketing communication and/or research and insight process

6. Understand, use and application of insight within an organisation for business success