How do you become a consumer insights executive?

I’m my experience, you don’t HAVE to have any of these degrees. Many current and former colleagues of mine came from degrees not on this list. They, like myself, came into the career while gaining practical experience from previous jobs. Jobs that entailed client-facing roles, speaking opportunities and presentations. These are valuable components that can highlight a career in marketing research.

Getting the relevant education is the first step especially in marketing, business administration, or related fields. In addition to the skills, the individual should have the ability to leverage data in other to develop strategic decisions.

Working across varied categories, brands, target segments, markets etc and ongoing upscalling of related knowlege in research and data analytics, does play a big part. Also keeping your eyes, ears and mind open for others pov's and general observation of market adds to it

Asides getting a degree in the required fields already mentioned. One can gain practical experience and equally be a good consumer insight personnel.

Working across various markets, categories, clients and brands will allow to build a broad knowledge and experise. This is a key element for the future career to be able to find innovative solutions by using the best fit out of your vast knowledge. It also allows to find the area of your key interest and help you specialize and become a SME or category expert.

Something I note about folks on the executive level in research is that they have a running narrative on the work they've done and lessons they've learned with all the projects they've touched over their careers. It builds credibility with clients and colleagues when you can speak confidently about impactful work you've done when it's relevant to a current project or proposal. It can help shape scope and demonstrates "we've solved this problem before".

Understanding the "why" and behavioral patterns is fundamental in consumer insights. It's the foundation upon which the rest of the steps are built. Without a deep understanding of consumer motivations and behaviors, the other points may lack direction and purpose. In essence, the initial step of grasping the "why" should permeate all your educational pursuits, practical experiences, skill development, portfolio-building, and career advancement efforts in the field of consumer insights. It's the driving force behind effective consumer research and analysis.

Start by looking at some senior professionals in this category and approach some to get one or two to mentor you. They will be the teachers to guide you into this category. Most are willing to help if you show respect, sincerity and passion. This is the fastest way and if they have a junior role opening up, they may just pull you in.