Business Intelligence Manager vs Consumer Insight Manager – What is the difference

Business Intelligence Analyst

Hello again, I was working on a dashboard just a while ago and it incurred to me how much my job description has actually evolved. I used to be a researcher who provided analysis and recommendations and here I am working on a system that gathers and categorizes data and then syncs them in pre-programmed dashboards.  What a shift.

I started to look for industry trends in terms of job descriptions and salary range “business intelligence manager”. This emerging position not only will be able to charge more than conventional researchers they will also in a very short term will be the best bet for CIO position.   As they practically own the entire data to decision value chain

Here is a skill set comparison, so consumer insight managers and research managers start polishing your decision facilitation skills. Understand the decision/recommendation implication process because regardless of background that one skill alone will define career progression.

Hope you will find the comparison below useful:-

Consumer Insight Manager Research Manager Business Intelligence Manager
Qualification Understanding of research Understanding of research Data Management (IT and Statistics)
Deliverable Strategic Input (Consultancy) Research Study (Tool) Dashboards
Activities & Tasks Commission researches Manage clients Manage Data Streams
Analyze data & its impact on strategic initiative /product /brand / marketing Manage projects Software Development (both in house and outsourced)
Some Examples A consumer insight manager’s output would be A research manager’s output would be A typical BI Manager output would be
JWT intelligence Brand z Presentation on BI Scope
Dictionary of change Television audience measurement SAS: Dashboards Examples
Experience Should Understand strategic planning Should understand the tools & techniques Should Understand Data Capturing, storing, cleaning and analyzing
Should understand basics of project management Should understand basics of project management Should be able to drive programming to facilitate decision making
Should understand MR Should understand MR Should Understand Statistical Modelling
Should be capable of combining research & gut Should be capable of translating research briefs in to profitable research projects Should be able to combine complicated analytics with good presentation skills

Currently working on BI tool to implement the data to decision value chain concept. Will share the learnings soon. Incase anyone has any good insights/case studies feel free to drop me an email.

Exciting times ahead, enjoy bringing life to numbers.


Ayesha Saeed


6 responses to “Business Intelligence Manager vs Consumer Insight Manager – What is the difference

  1. Mohammad Farooq

    Does the CIM field have enough professionals like you ready to be hired for this post? Is this field really emerging or has it developed quite a bit?

  2. Hello Ayesha,
    Nice post! Knowing you, actually creating dashboards requires your profile, which is very hands-on.
    By the way, when you say you are working in a BI System, is it Corporater?
    Liked your blog! Congrats!!!

  3. Mohammad Farooq

    I will ask you the question when I properly go through your article again. I asked without thinking. Apologies.

  4. Pingback: Business Intelligence Manager vs Consumer Insight Manager … | ptrebaul

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