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Senior Knowledge Analyst - Branding & Customer Insight

Boston Consulting Group

Boston Consulting Group

IT, Customer Service
London, UK
Posted on Thursday, May 2, 2024


As a Senior Knowledge Analyst (SKA) for the Customer Demand & Innovation (CD&I) topic within BCG’s Marketing, Sales, and Pricing (MSP) practice, you will play a critical role in helping Branding / Brand Strategy projects succeed. You will work on the development of new capabilities / approaches, selling materials, and systems to support our growing Branding / Brand Strategy business, and work with BCG expert consultants, project leaders, and partners to execute Branding-related client projects.

As an experienced consumer insights and/or brand strategy professional, you will contribute to proposals, project work, and the development of intellectual property (i.e., original research and publications) that help clients build and manage successful brands. You will engage in efforts to improve BCG’s proprietary approaches, build methodologies and tools, and work alongside generalist consultants on the execution of quantitative and qualitative consumer research, brand strategy, and brand activation efforts.

MSP & CD&I projects ignite growth for our clients’ brands across industries through best-in-class insights and strategies that are rooted in target customers’ needs. One project may involve writing a survey to inform the investment thesis for a consumer products client looking at acquiring a brand in a new category. Another project may involve developing, executing, and synthesizing new qualitative and quantitative research to inform brand extension opportunities for a travel and tourism client. Yet another may necessitate building a strategy to renovate the employer branding for a fashion and luxury client, or being part of the case team on the ground at a global alcohol brand that is trying to reset their brand positioning and roll it out across all consumer touchpoints.

Preference is for this candidate to be based in London. For particularly strong candidates, there may be some flexibility to be based in a different metropolitan area where there is a BCG office.


  • Executing and/or leveraging customized primary consumer / customer research approaches to address brand-related client needs (e.g., positioning, brand architecture / portfolio strategy, creative briefing, partnership strategy, agency management, etc.)
  • Synthesizing complex quantitative and qualitative data into clear, actionable insights and/or developing creative brand strategies based on customer insights
  • Working in an ever-changing and complex environment, and comfortable with ambiguity and navigating a fast-paced environment
  • Analyzing industry landscape opportunities to drive growth for brands based on customer needs and demand segmentation
  • Working closely with clients to understand strategic objectives and implement hypotheses to improve marketing performance and meet the clients' goals
  • Assessing client digital marketing capabilities
  • Communicating with project teams and clients in a credible and confident way
  • Working in an entrepreneurial, ambiguous environment – pushing forward independently whilst seeking input when necessary
  • Navigating change and anticipating future needs
  • Solving complex client problems through relevant analytical approaches and customized solutions
  • Working collaboratively and effectively in a group dynamic often virtually, proficient in agile ways of working
  • Flexibility and bringing a curious and creative mindset, open to new things and able to propose innovative ideas


  • 2+ years (3-6+ years strongly preferred) of brand insights experience (i.e. at a marketing research supplier generating research to inform branding) and/or brand activation experience (i.e. at a brand agency or internal / client-side brand management team using marketing research insights to inform brand-related strategies and tactics)

  • 1-2+ years management consulting experience including projects that leveraged customer research to address brand-related challenges
  • Previous exposure to target customer / brand insights derived from a range of research methodologies (e.g., segmentation, attitudes & usage studies, focus groups, online communities, etc.)
  • Experience as a researcher or stakeholder in the lifecycle of consumer research projects to inform brand challenges (e.g., aligning on approach / sample, survey or discussion guide content, analyzing data or ensuring insights, preparing compelling research or creative briefing deliverables)
  • Preference for candidates with demonstrated experience using analytical skills to generate insights that inform business strategy; Mastery of Excel required
  • Bachelor's Degree required (advanced degree preferred)
  • Fluency in English required; fluency in French a plus
  • Strong business acumen and problem-solving capabilities
  • Strong written and verbal communication skills
  • Excellent interpersonal and communication skills

You will collaborate with global topic leads and colleagues across BCG to bring consumer insights expertise and capabilities to the service of our internal and external clients. Our team is made up a diverse pool of knowledge positions that allow us to pursue exciting, innovative knowledge careers.