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Associate Director, Customer Insights & Research

Hong Kong, Hong Kong
Last update 2024-06-16
Expires 2024-06-15
ID #2189481673
Associate Director, Customer Insights & Research
Hong Kong, Hong Kong,
Modified June 11, 2024


At AIA we've started an exciting movement to create a healthier, more sustainable future for everyone.

It's about finding new ways to not only better people's lives, but to better the communities and environments we live in.

Encompassing our ambition of helping a billion people live Healthier, Longer, Better Lives by 2030.

And as part of our marketing, distribution & partnership team, you'll play a vital part in advancing this movement.

From inspiring meaningful connections with customers, partners and other stakeholders, to delivering purpose-led brand positioning and messaging, you'll be making a positive, healthy impact across all channels.

You will have a unique and important part to play in helping more people live Healthier, Longer, Better Lives.

So if you believe in inspiring a better future, read on.

About the Role The role will lead a centralised SME team to meet research needs across the Company.

He or she will bring greater sophistication in the use of insights based on deep understanding of customers, agents and stakeholders to empower the organization on its path to customer leadership.

Roles and Responsibilities: Set annual customer insights strategy.

Broaden research scope to meet needs from different Business Units.

Discover patterns and insights from siloed research output.

Manage, mentor, develop a small team of SMEs to lead research projects end-to-end, this will include but not limit to: identification of information gap based on business objectives/questions, recommendation of the right methodologies and vendors (if required), fee negotiation with vendors, quality control, distillation of insights and presentation of findings.

Bring outstanding research techniques and methodologies to achieve higher cost-efficiency, faster turnaround and drive broader, deeper insights.

This includes introduction of ethnographic study, conjoint research, set up and manage online insight community for customers (AIA Bridge) and agents.

Define processes and R&R for submitting research requests, curating existing insights, launching and conducting new research.

Lead the knowledge sharing database (Custpedia) of the company on customers' and markets' research findings.

Ensure customer insights are accurately collected, handled, archived and shared to scale the impact of customer research across departments.

Facilitate and empower everyone in AIA HK to uncover insights and aid improvements.

Develop best practices for Service and UX/UI Designers to conduct user research to advise journey and digital solution design.

Act as inspiring leader to interpret insights derived from quantitative and qualitative research in support of strategy/new segment development, new product/proposition and services formulation, marketing and PR messaging.

Identify and present actionable insights from voice of customers/distributors/stakeholders to Business heads and respective Project leads to influence decision making.

Recommend Business the best methodologies to capture and synthesize internal and external data to fill information gap for decision making.

Deliver/present insights, key findings to senior stakeholders.

Provide customer insights support for compelling and differentiating proposition development, including understanding of consumer trends, needs exploration, product/proposition concept test, identify target segments and discover their respective needs/motivations, validation study.

Collaborate with Customer Analytics to layer data analytics and research insights from internal and external sources to enrich understanding of customers and prospects, support customer segmentation, persona development.

Assist the development of compelling marketing and PR campaigns through product research, brand surveys, persona study.

Conduct pre and post campaign research to supervise campaign efficiency and identify areas for improvement.

Collaborate with CX team to understand customer journeys (Learn-Buy-Service-Claims), problems, delights of customers and agents, support the team's solution development and action planning through NPS/CSAT research, concept testing and customer validation.

Establish point of view based on combined insights (across multiple studies and source of information) and share that (e.g.

via a newsletter or roadshow or presentation) with the relevant Business Units.

Collaborate with Head of CX to evangelise, ingrain and implement a data-driven, insights-driven mentality, and to promote the embedding of insights to solutions.

Minimum Job Requirements: 10 years+ experience in insights and research.

Either work in international Research firms or in an in-house Insights role.

Finance related experience a must.

University degree in Marketing or Business Administration or other relevant disciplines.

Advanced degree preferred.

Commercial-minded with strong business acumen.

Solid background in consumer insight analysis and customer strategy.

Understanding and appreciation of customer analytics.

Experience in synthesizing findings in external and internal data to drive insights.

Excellent project management skills, ability to optimize resources and budget.

Comfortable influencing without authority.

Can effectively engage and present to senior stakeholders.

Strong communication skills in English and Cantonese.

Mandarin an advantage.

Passion for customer-first thinking and user centric design Others: You are required to acquire relevant licence if your job involves in regulated activities Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.

You must provide all requested information, including Personal Data, to be considered for this career opportunity.

Failure to provide such information may influence the processing and outcome of your application.

You are responsible for ensuring that the information you submit is accurate and up-to-date.

Job details:

Job type: Full time
Contract type: Permanent
Salary type: Monthly
Occupation: Associate director, customer insights & research

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