Chapel Hill, North Carolina
Nashville, Tennessee
Nashville, Tennessee
Durham, North Carolina
Nashville, Tennessee
Topeka, Kansas, Kansas
Posted: 12-Jan-25
Location: Dallas, Texas
Categories:
Internal Number: 24019642
JOB SUMMARY
As the Senior Product and Brand research Strategist, you will play an essential role in shaping the future of our products and services by delivering actionable insights that inform strategic decisions. You will be responsible for leading both qualitative and quantitative research initiatives to uncover market trends, customer preferences and growth opportunities, while ensuring alignment across the Baylor Scott & White Health brand architecture, naming, messaging, and product offerings. Your work will directly support the development and enhancement of our product and service portfolio, ensuring a seamless and compelling experience for customers. With your expertise in brand and usability research, you will collaborate closely with cross-functional teams to drive innovation, inform brand strategies, and elevate a seamless user experience across our digital and physical platforms. This role requires a deep understanding of brand and product research principles and a passion for driving customer-centric solutions that contribute to exceptional healthcare experiences.
This is a hybrid position within the DFW area.
ESSENTIAL FUNCTIONS OF THE ROLE
Market and Customer Research
- Conduct Qualitative and Quantitative Research: Lead both qualitative (e.g., focus groups, in-depth interviews) and quantitative (e.g., surveys, data analysis) research efforts to gather insights about customer needs, preferences, and behaviors.
- Competitive Analysis: Conduct analysis' of competitors' product offerings, brand positioning, and market trends to identify opportunities and threats.
- Consumer trends Analysis: Stay updated on consumer trends, behavior patterns, and emerging market shifts, and integrate this information into research insights.
Brand Strategy and Development
- Brand Positioning: Lead efforts to define, refine, and communicate the brand?s positioning in the market to ensure differentiation and alignment with customer needs.
- Brand Health Monitoring: Oversee the tracking of brand customer experience and performance metrics (e.g., awareness, perception, customer satisfaction, loyalty) to assess brand performance and effectiveness.
Product Research and Experiential Testing
- Product Concept Testing: Design and execute research to evaluate new product ideas, prototypes, and concepts to ensure they meet customer needs and have market potential.
- Innovation Support: Provide strategic insights that inform product innovation by identifying gaps in the market or customer pain points that could lead to new product opportunities.
- Experiential Testing: Design and deploy customer experience and performance metric testing strategies and methodologies.
- Controlled Studies: conduct experiments, such as performance testing, concept testing, A/B testing, etc. to isolate experiential and transactional metrics and variables.
- Measure Success: Develop frameworks for assessing the impact of new product / feature launches, branding efforts, and customer experiences, tracking KPIs such as customer satisfaction, customer lifetime value, etc.
- Evaluate Product Success: Analyze post-launch performance and customer feedback to provide strategic insights on the ongoing viability of products in the market.
Strategic Leadership and Collaboration
- Cross-functional Collaboration: Work closely with marketing, product development, UX/UI teams, and other key stakeholders to ensure research insights are integrated into the product development and brand strategy processes.
- Stakeholder Communication: Regularly present research findings, strategic recommendations, and actionable insights to senior leadership, product teams, and marketing teams to influence decision-making.
- Prioritize Research Initiatives: Manage and prioritize research projects to align with business goals and product strategies, balancing long-term insights with immediate needs.
- Report Creation and Presentation: Create compelling, data-driven reports and presentations that translate research findings into strategic recommendations through storytelling that drive decision-making.
- Discipline Ownership: Lead discussions, system documentation, guidance and mentorship to team members and internal stakeholders on brand and product research methodologies, interpretation, and best practices.
- Refine Research Methodologies: Continuously improve and evolve research methodologies to stay current with industry best practices and technological advances.
- Optimize Research Tools and Systems: Work with the team to optimize research tools, platforms, and data collection methods to enhance efficiency and effectiveness.
KEY SUCCESS FACTORS
Responsibilities
- Understand business objectives and design research solutions to deliver actionable insights to the organization
- Perform quantitative and qualitative research with customers to fuel the development of BSWH products, services and experiences
- Develop customer experience and performance metric
- Conduct competitive and marketplace research to understand industry trends, competitor experiences and performance, and identify white space and new opportunities
- Assess customers? experiences across the care continuum and determine how to effectively monitor and measure performance in effective, non-intrusive ways
- Ensure BSWH products, services and experience follow and meet usability standards and best practices
- Analyze data from numerous sources to provide the organization with comprehensive intelligence to support strategic decision making and investments
- Effectively leverage storytelling to package insights and findings into reports and presentations that bring the voice of our customers to life for stakeholders across the organization
Skills and Qualifications
- Exceptional analytical and strategic thinking abilities
- Excellent written and verbal communication skills
- Strong entrepreneurial skills, executive presence, and project management skills
- Experience leveraging a wide array of research tools and platforms [e.g. Great Question, User Testing, Qualtrics)
Preferred Qualifications
- 5-7+ years of experience working as a senior market research analyst, brand strategists, product researcher and/or relevant area of expertise
- Deep experience in both quantitative and qualitative brand and product research techniques
- Insatiable curiosity for digging into data and gaining insights
- Experience evaluating and defining customer experiences and performance metrics across channels, services, and products
- Experience presenting insights to wide array of stakeholders, including C-Suite Executives
BENEFITS
Our competitive benefits package includes the following
- Immediate eligibility for health and welfare benefits
- 401(k) savings plan with dollar-for-dollar match up to 5%
- Tuition Reimbursement
- PTO accrual beginning Day 1
Note: Benefits may vary based upon position type and/or level
QUALIFICATIONS
- EDUCATION - Bachelor's or 4 years of work experience above the minimum qualification
- EXPERIENCE - 5 Years of Experience