Insights and Market Analyst

Competitive salary

Cologne, Germany


The Insights and Market Analyst will be accountable for delivering deep consumer, market and competitor insights across consumer product categories in Germany. Working closely with the Category Director and Category Managers, you will be the owner of consumer insights, derived from many different sources (digital performance data, research studies, desk research, etc.). Additionally you will become an expert in measuring and optimizing success levers in market analysis with the goal to generate clear business recommendations that drive category performance. You will play a critical role in transforming Dyson towards a consumer focused sell-out driven organization and take analytics capabilities to the next level. Working with local marketing and sales teams and the global insights team, you will help to build consumer value propositions and go to market strategies based on deep consumer and market insights for each category in order to achieve Dyson’s growth ambitions.

Market Overview

Dyson is a global technology company founded in 1993 in Malmesbury, UK. Over 10,000 people, including James Dyson himself, spend their days strategizing, inventing technology and telling the Dyson story to the world. It's all about better ideas and better technologies to solve other people problems.
Since 1998 Dyson can be found on the German market. Over 130 people are now responsible for the marketing and selling of Dyson's products.

Function Overview

Our Marketing, Communications, Sales and Retail Activation teams launch our latest machines to the world, bringing our problem-solving technology to life in engaging ways. Thankfully, we don’t need marketing gimmicks or clichés because we have fact and engineering superiority on our side. Our in-house agency ensures consistency in brand, advertising, packaging, retail, events and digital across our global markets.


Provide deep consumer and market insights to advise Category Director and category teams in business decisions. In detail the role will be concentrated on 3 pillars:

1. Consumer Insights:
  • Develop target group and market potential insights for category teams for growth plans
  • Deeply understand our consumers and owners; their needs, drivers, barriers and the customer journey for each category
  • Manage and combine different sources, like digital performance and web site data, reviews, local research studies, global research results, desk research and more 
2. Market and Competitor Insights
  • Develop battlefield by category/channel: Analyze performance based on market data (e.g. GfK, and in house data)
  • Provide clear recommendation to Category director, Category Managers and sales team (where to defend, where to attack, with which products and which price point etc.)
  • Competitor tracking and reporting, process of competitor products and support of global competition analysis
3. Business Support
  • Acts as main contact point and responsible person for all external consumer and market data sources (GfK, research partners) and analysis
  • Regular reporting of category relevant KPIs. Ad-hoc reports and support of category performance dashboards and market scorecards
  • Support of other Commercial projects


  • About 3-5 years’ experience of working in an analytical team
  • Fluency in German & English (comfortable to present to senior management in English as well)
  • Deep knowledge of consumer insights sources (especially digital) and qualitative as well and quantitative analysis
  • Deep previous experience with external market data tools such as GfK, IFR, Nielsen or comparable 
  • Highly skilled in Excel and PowerPoint
  • Enjoy using market and competitor data to drive business results
  • Highly detail oriented with strong analytical skills and approach as well as deep understanding for numbers
  • Curious mindset
  • Strong collaborator and connector with ability to influence others and take full ownership of results 
  • Strong oral and written communication and influencing skills in order to effectively communicate with all levels of the organization 

Benefits Overview

Dyson monitors the market to ensure competitive salaries and pension contributions. Beyond that, you’ll also be invited to join a company bonus scheme, enjoy a Dyson pension, healthcare and a competitive amount of annual leave. But financial benefits are only the start of a Dyson career. Rapid professional growth, leadership development and new opportunities abound, driven by regular reviews and dynamic workshops. And with a vibrant culture, flexible working hours, the latest devices and a relaxed dress code reflecting our engineering spirit, it’s an exciting team environment geared to creativity, innovation and ambition.

Posted: 22-May-2018

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