How we connect, share and inspire at the Marketing Know...
28.06.22 by Louise Byrnes
I’m working as a brand researcher.
This basically involves managing market research projects from beginning to end, including writing questionnaires, defining target audiences, analysing data and writing reports that deliver the key insights derived from this data, and presenting results to our local teams.
My team really gives us accountability: we all have a number of markets that we are responsible for. On my side, I used to manage our EU markets and just recently swapped to the MENA region, which is super exciting news!
I realised during a university project that market research could be something for me – we were analysing data from a satisfaction survey in a new cafe that had opened in my hometown, and I just liked the idea of explaining reality through data.
After uni, I spent a couple of years in a London-based research agency working on much larger-scale projects than my hometown Cafe’s, and then moved to DH where I’m accountable for the research in one of our regions.
Apart from being able to work on a high variety of super exciting research projects, I would say:
Well, I’ll have to start with a classic “There are no typical days at Delivery Hero”, but here’s a summary of what I found myself doing over the past few weeks.
I actually stumbled upon their website and thought “wow, that looks like a super cool place to work!”, and that how they were growing not only within food delivery but also by expanding into new categories would mean a lot of exciting opportunities, so I just gave it a go.
During the interview process, I had the opportunity to ask questions to people from within and outside the team, and what really drove my decision was the fact that the central team works a bit like a research agency: we don’t only commission projects, but we get the chance to really work on them in-depth from start to finish.
I have been looking after the research projects supporting DH re-entering Germany, which involved both quantitative research and in-depth interviews about the Berlin food / groceries delivery landscape.
This was actually the first time that I ever worked on a project that concerned a country / region of the world that is not located miles away from where I live, and what came out of it was very different from what I had initially expected! This made me realise how important research is to understand a market (especially in food delivery, which everyone has a warm-hearted point of view about!): you can live in a city for several years and order more often than you’d want to admit, this doesn’t mean than what you think is reflective of the market as a whole.
Well, going to work isn’t something that’s happening so often during the pandemic, yet I tend to work from our offices when I have the chance – most likely because of those reasons:
I would advise that whatever you are aiming for in the long-run, learning by doing is something that really applies in the market research world: it’s always good to start in a position where you get the opportunity to do the research, rather than to only be the client who commissions it.
Want to join our team? We currently have the following open positions in research: