Provides inputs for consumer mapping, assists in brand consumer segmentation and differentiation Collects and analyses customer research information to guide brand management decisions, including decisions on the introduction of new products, product assortment, promotion and pricing of products in the store Interacts with retail operations to understand consumer trends, sales figures, etc. to further formulate the business plan for the brand/category Analyses sales related data for products within the brand portfolio and provides insights into enhancing potential sales opportunities