Success Story

Product Quality Research Manager

A consumer packaged goods (CPG) company contacted McKinley Marketing Partners in need of a research project manager to evaluate the current research data streams to determine which data streams still added value and which could be eliminated. The client needed a marketer with experience in product quality research and product satisfaction, having both product design and brand experience.

The marketing consultant would need to interact with senior management in both the research and development (R&D) and marketing departments. SOLUTION

McKinley identified and placed a market research analyst with product development experience. The marketing consultant’s role as a product quality research manager was to evaluate and determine the appropriate work flow and functionality of a newly formed cross-functional team consisting of members from the quality, R&D, marketing, and sensory departments.

The consultant had to determine the appropriate work streams the team should be engaged in, design the methodologies, execute and manage the projects, and present the results to the product teams. A study was conducted for the snack category and the consultant presented the study results to the cross-functional team members. The objective was to develop a comprehensive study that would touch each work stream.  Because of his work, the client was able to realize economies of scale by launching a single study rather than individual studies for each team.

The marketing consultant gave a presentation to the client covering the background and specific results of each of these work streams.  He was also able to make recommendations around the best research practices to be used going forward.

by McKinley Marketing Partners