Market Insight Officer

Job Summary

We are seeking a highly motivated and professional individual to join our growing Market Insight team at Robert Gordon University (RGU) following a strategic investment in this area.

Market Insight is at the heart of attracting students and delivering exceptional learning and teaching. You will play a key role in producing effective and professional market insight and research by analysing internal and external data to inform successful marketing and recruitment activity, along with conducting primary research (both qualitative and quantitative). This role would suit a graduate who has experience in quantitative and qualitative market research techniques and/ or data analysis/ visualisation skills. The ability to demonstrate a passion for analysing data to understand attitudinal and behaviour trends is essential. Training and support in data analysis and visualisation software (Tableau) as well as market research techniques will be provided.

The role will focus on continuing to develop and enhance the University’s understanding of the Scottish market for widening access to and participation in higher education.  This is a crucial market for the University to understand in more detail in order to achieve its strategic aims and to meet access and funding targets. You will work closely with the Access and Widening Participation team in producing insight into this market and helping the team develop their own understanding of internal data the University holds on applicants and students.

Salary on first appointment is normally to the bottom of the scale, although in exceptional circumstances an appointment further up the scale may be considered.

Informal enquiries about this role should be made to Michael Turnbull, Market Insight Manager, via email m.turnbull1@rgu.ac.uk

To apply, please submit your CV along with a covering letter detailing your suitability for the role.

Job Description

RESPONSIBLE TO: Market Insight Manager

RESPONSIBLE FOR: No direct reports

PURPOSE OF POST: To work effectively within the Marketing Insight Team to produce effective and professional market insight and research supporting the realisation of the University’s strategic ambitions and revenue targets

 

PRINCIPAL DUTIES:

Work with team colleagues to provide comprehensive market insight as directed by the Market Insight Manager.

Maintain a current and broad understanding of and inform the business priorities of Schools, relevant support departments and the wider University and relate this to the production of insight.

Support with the provision of detailed market insight into Widening Access market. This includes providing relevant individuals with insights and support their needs in relation to portfolio development and review.

Support with, and where necessary design, the analysis and reporting of data generated from both the University’s internal databases and external data sets (including those provided by UCAS and HESA or wider public and commercial data sets) to generate a competitive advantage.

Support the undertaking of qualitative market research in order to aid course portfolio development as well as to improve the University’s understanding of key market segments.

Collect information from and interpret evidence gathered from of relevant key stakeholders that relates to any market insight activity.

Support the marketing, student recruitment and widening access functions through the analysis of data derived from student recruitment and marketing activities.

Communicate findings of any analysis generated through written reports and presentations to the wider University.

Support with the design and development of dashboards that allows other members of staff to access and visualise key market insight data.

Ensure that confidentiality of information is maintained in line with data protection requirements and University Policy.

Provide additional reports and analysis on an ad hoc basis on issues of particular and immediate topics of interest or areas of concern.

Provide other general planning support to the wider Planning and Insight Department as and when required.

Person Specification

ESSENTIAL REQUIREMENTS

Qualifications and Professional Memberships

First degree related to Business or Data Analysis or equivalent experience

Knowledge and skills

Knowledge of data analysis and visualisation

Knowledge of qualitative and quantitative market research techniques

An understanding of data protection and its application to reporting personal data

Ability to work with tact and diplomacy and maintain high customer standards

Accuracy and attention to detail

Ability to write succinct reports to enable decision making

Ability to work effectively as part of a small team

Highly motivated, flexible and adaptable nature

 

Experience

Experience of data analysis and visualisation

The ability to combine complex information from various sources

The ability to communicate complex information successfully

 

 

DESIRABLE REQUIREMENTS

Qualifications and Professional Memberships

Further qualification in a relevant subject area, such as data analytics or marketing

Membership of the Market Research Society, Chartered Institute of Marketing or other relevant professional body

 

Knowledge

Working knowledge of data preparation and analytics software

 

Experience

Experience in survey design, execution and analysis and other standard research techniques

Experience of using Tableau to analyse data and create visualisations

Behaviours

Behaviour 1: Communication - Ability to receive, understand and convey both straightforward information, and information requiring careful explanation, in a clear and accurate manner

Behaviour 2: Service Delivery - Experience of giving customers a positive and satisfactory service, by providing accurate and up to date knowledge of services available in own and related areas of work

Behaviour 3: Research Analysis - Experience of analysing and synthesising data from several information sources to further thinking on a particular subject

Behaviour 4: Decision Making - Experience of using own judgement to make decisions, making collaborative decisions with others to reach conclusions and providing advice or information that will influence the decisions of others