Senior Product Insights Analyst
The primary objective of the product insight function within Global Quality &Reliability is to illustrate, through detailed research and analysis, what customer’s perceptions of our products are, and how those perceptions directly translate into customer satisfaction.
Home to our global Research, Design and Development centre and all of our Commercial functions, Dyson HQ is tucked away in countryside famous for the railway tunnels and bridges of Isambard Brunel, who revolutionised modern engineering. Our secluded location helps us to protect our ideas and stay independent-minded. Yet nearby are the fashionable cities of Bristol and Bath (where a young James Dyson invented cyclone technology).
The building is the heartbeat of Dyson. Over 1,500 people, including James himself, spend their days strategizing, inventing technology and telling the Dyson story to the world. From 2016, our HQ will begin doubling its footprint with an ambitious new expansion.
INDIRECT CONSUMER INSIGHT - Utilise multiple data sources to provide information/insight to the category GQM on perception of Dyson & Competitor products, with the primary focus that of reliability & satisfaction of experience. Included (but not exclusive) are Online Reviews, Professional Publications (e.g. Which), Social Media data, Youtube etc
•Liaise with each Quality category to define specific Insight requirements for review e.g. what products, timeframe, markets, data sources etc.
•Ensure that On-line reviews are categorised to identify consumer likes & dislikes with both Dyson and Competitor products.
•Create insight definitions within the data sets & agree methodology with other Group functions i.e. ensure alignment with Commercial Insights, Mechanistics etc.
•At a regular cadence (monthly, weekly tbc) review data sets (e.g. star rating) to identify any movement in product performance & report adverse change to Category team.
•Liaise with the Data team within Quality to ensure continual enhancement of the data tools (e.g. Tableau) to ensure the data reflects the requirements of the Category teams.
•Under Category guidance create regular reports to communicate on distinct areas of interest.
•Make recommendations based on the analysis gathered & maintain record of agreed actions
DIRECT CONSUMER INSIGHT - Utilise existing Dyson customers to extract detailed insight into the use & perception of our products, with the primary focus that of reliability & satisfaction of experience. Achieve this through survey tools & direct interview (on the phone or face/face).
•Liaise with each Quality category to define specific Insight requirements for review e.g. what products, timeframe, markets, methodology etc. Agree specific work package definitions.
•Manage work packages using project management techniques to ensure timely delivery of each project.
•Using the appropriate (& pre-agreed) tools generate series of questions to tease out the required insight from consumers e.g. surveys.
•Where relevant review methodologies across functions (e.g. Insights/Mechanistic) to ensure they are appropriate - outputs will be perceptions of satisfaction (performance, reliability & usability)
CRITICAL TO CUSTOMER (CTC) RESEARCH
Provide recommendations during the early development of CTCs (for product) through detailed analysis of consumer/product insight
•Liaise with each Quality category to define specific Insight requirements to support the setting of CTCs e.g. what products, timeframe, markets, methodology etc.
•Using comparative measures review product adherence to CTCs - with both trial product & with real consumers
TRIALS - Manage a defined set of internal product trials to provide insight to the quality, reliability & user perception of products in development & in the market.
•Own/facilitate internal product trials at specified points in the development lifecycle - 01 Rig/EB1 etc. Output-supply summary report illustrating product performance (vs spec), both actual & perceived.
•Define core trial requirements with cross functional teams - engineering, reliability, insights. Agree appropriate level of trialling to be conducted across relevant people (e.g. beauty junkies) & territories.
•Plan and coordinate all aspects of product trials from the EB stage onwards. Engage fully with the wider Dyson team trialling product from concept stage. Ensure reporting is coordinated and that all members of -global quality and reliability (particularly the market and data team) are aware and able to support product trials. Escalate where necessary.
•Create & manage a plan for the trial e.g. product BOM spec, definition of trial group, delivery program, survey creation etc.
•Where surveys are relevant review them across functions (e.g. Insights/Mechanistic) to ensure appropriate - outputs will be perceptions of satisfaction (performance, reliability & usability).
•Benchmark competitor products during trials for comparison - survey trialist for feedback to include perception scores/star rating.
•Gather, analyse & report trial survey results through the Category team - include summary recommendations.
•Generate weekly/monthly status reports to communicate current position of each/every trial across all categories & territories
Facilitate/sponsor research into a suite of methods to gather detailed insight from measurable usage patterns of different product types.
•Liaise with Research/Engineering to define different tools to use with trial campaigns & with 'real' consumers e.g. data loggers (they build the kit; we use the kit)!
•Utilise existing cloud based data to start to build usage patterns for connected product - use to support definition of CTCs.
•Gather information from other internal sources (e.g. mechanistics in Research) to ensure the right things are being measured & are primary impact drivers.
The SPIA will utilize multiple sources of information to make recommendations to the Heads of Category within Quality regarding areas of focus both for existing products and those in development.
To support this the SPIA is expected to contribute to (and sometimes run) a series of product trials using Dyson and competitor products. The SPIA is expected to directly manage a small team of analysts to support all Insights activity, recognizing and reacting to load and prioritizing resource accordingly.
Dyson monitors the market to ensure competitive salaries and pension contributions. Beyond that, you’ll also enjoy a profit-related bonus, generous leave and life insurance. 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.