JOB PURPOSE

The Executive, Marketing Research supports the Marketing Intelligence capability across Taylor's University and Taylor's College (collectively, "Taylor's") by conducting audience, customer, brand and marketing research that strengthens Marketing's understanding of its audiences and informs marketing strategy and effectiveness.

The role is responsible for supporting the planning, execution and analysis of qualitative and quantitative research, including audience and customer studies, brand research, competitive marketing research and the monitoring of relevant consumer and marketing trends.

Working closely with the Manager, Marketing Intelligence, Data Analyst and other Marketing teams, the Executive translates research findings into meaningful insights that support audience strategy, brand positioning, customer engagement, campaign planning and marketing effectiveness.

KEY RESULT AREAS / RESPONSIBILITIES

Marketing & Audience Research  

Conduct research that strengthens Taylor's understanding of prospective students, parents and other priority audiences. Responsibilities include:

• Conduct primary and secondary research in response to Marketing priorities and research questions.
• Execute qualitative and quantitative research activities including surveys, interviews, focus groups, usability studies and other appropriate research methodologies.
• Support research design, questionnaire and discussion guide development, sampling, fieldwork and analysis.
• Research audience behaviours, motivations, needs, preferences and decision-making journeys.
• Analyse research findings to identify relevant patterns, themes and implications for Marketing.
• Maintain accurate research documentation, datasets and supporting materials.

Brand & Customer Research

Support research programmes that strengthen understanding of Taylor's brands, audiences and customer experience. Responsibilities include:

• Support the execution and analysis of brand health, brand perception and other brand-related research programmes.
• Monitor audience awareness, consideration, perceptions, preferences and behaviours across relevant segments.
• Conduct research into customer needs, expectations, experiences and decision journeys.
• Analyse customer feedback and Voice of Customer sources to identify recurring themes and experience opportunities.
• Support audience segmentation and customer insight initiatives through relevant research.
• Track changes in audience and brand indicators over time to identify emerging trends and areas requiring further investigation.

Campaign, Content & Experience Research

It makes the distinction from Commercial Insights much stronger and supports the kind of capability you're beginning to build with creative testing, website research and similar initiatives.

Responsibilities include:

• Support research that evaluates marketing campaigns, creative concepts, messaging, content and customer experiences.
• Conduct concept, message and creative testing to understand audience response and identify opportunities for optimisation.
• Support usability and customer experience research across relevant digital touchpoints.
• Analyse audience feedback to identify opportunities to improve marketing communications and experiences.
• Collaborate with relevant Marketing teams to translate research findings into practical recommendations.
• Support pre- and post-campaign research where appropriate to evaluate changes in audience perception or response

Competitive Marketing & Trend Research

Monitor the external marketing environment to identify developments relevant to Taylor's marketing strategy. Responsibilities include:

• Monitor competitor positioning, messaging, campaigns, content, digital presence and audience propositions.
• Conduct secondary research into relevant consumer, audience, media and marketing trends.
• Maintain competitor marketing and trend research repositories to support ongoing analysis.
• Identify noteworthy shifts in competitor marketing activity and audience behaviour.
• Develop regular research summaries highlighting developments and potential implications for Taylor's Marketing.
• Conduct deeper research into emerging trends or areas of interest identified by the Manager, Marketing Intelligence.

Research Analysis & Insight Development

Analyse and synthesise research findings to contribute to Taylor's Marketing Intelligence capability. Responsibilities include:

• Clean, organise and analyse quantitative and qualitative research data.
• Identify patterns, themes and emerging insights from research findings.
• Integrate research findings with relevant marketing and customer data in collaboration with Marketing Analytics.
• Develop charts, visualisations, summaries and presentations that communicate research findings clearly.
• Translate research findings into meaningful implications for Marketing, with guidance from the Manager, Marketing Intelligence.
• Contribute research findings to Marketing Intelligence reports, presentations and stakeholder discussions.

Research Operations & Capability Development

Support the effective delivery, governance and continuous development of Taylor's Marketing Research capability. Responsibilities include:

• Coordinate research projects, timelines, deliverables and stakeholder requirements.
• Liaise with external research agencies, platforms and partners to support effective research execution and delivery.
• Prepare research briefs, project requirements and supporting documentation.
• Support participant recruitment, fieldwork and research logistics where required.
• Maintain research repositories, trackers, methodologies and documentation to ensure accessibility, consistency and continuity.
• Ensure research activities adhere to established methodology, quality, data privacy and governance requirements.
• Maintain awareness of emerging research methodologies, tools and practices, and identify opportunities to strengthen research quality and effectiveness.
• Support the development and continuous improvement of standard research frameworks, templates and processes.
• Explore new research approaches, technologies and data sources that could strengthen audience, customer and brand understanding.
• Contribute to improving the accessibility and application of research insights across Marketing.

JOB SPECIFICATIONS
 
Minimum Qualification

Education

• Bachelor's Degree in Marketing, Market Research, Business, Psychology, Social Sciences, Statistics or a related discipline.
• Training or certification in marketing research, consumer research, research methodologies or related disciplines is an added advantage

Experience

• 2–4 years' experience in Marketing Research, Consumer Research, Customer Insights, Brand Research or a related field.
• Experience conducting qualitative and quantitative research.
• Experience in research design, questionnaire development, data collection, analysis and interpretation.
• Experience conducting audience, customer, brand or marketing effectiveness research.
• Experience preparing research reports, presentations and visualisations.
• Experience translating research findings into meaningful insights and implications.
• Experience working with research agencies, research platforms or external partners is an added advantage.
• Exposure to digital marketing, marketing analytics or customer experience research is an added advantage

Competencies

• Marketing Research: Execute qualitative and quantitative research that addresses relevant marketing questions and supports evidence-based decision-making.
• Audience & Customer Research: Develop understanding of audience behaviours, motivations, needs and decision journeys through structured research.
• Brand Research: Support the measurement and interpretation of brand awareness, perception, consideration and related indicators.
• Research Analysis: Analyse quantitative and qualitative information accurately to identify meaningful patterns, findings and implications.
• Competitive Marketing Research: Monitor and interpret competitor positioning, marketing activities and relevant consumer and marketing developments.
• Insight Development & Storytelling: Translate research findings into clear, concise and engaging reports and presentations.
• Research Project Coordination: Coordinate research activities, stakeholders, partners and deliverables effectively.

Behavioural Competencies

• Analytical Thinking
• Curiosity & Learning Agility
• Customer-Centric Mindset
• Collaboration & Teamwork
• Attention to Detail
• Initiative & Proactiveness
• Adaptability
• Integrity & Accountability