Senior Manager/Associate Director - Consumer Insights - Media Business (3-4 yrs)

Senior Manager/ Associate Director-Consumer Insights

Role description:

- Consumer Research Manager is a key position for Network Research, a centralized consumer research function under company's 40+ channels.

- Consumer Centricity is the heart of content inspiration & decisioning across company. And this role will be the champion of consumer voice with the channel. He/she will be the link between the consumer voice and content team and be able to influence consumer inspired content design.

- The person should have a minimum 3-year experience in moderation and handling deep insightful conversations with the consumers.

Key Responsibilities:

- Driving Consumer Centricity is the key agenda of the role, and the candidate will be expected to help the team drive the same by developing a capability module of continuous monthly engagement with viewers and bringing in the learnings to drive consumer forward content inspiration & design.

Some of the expected KRAs for the candidate:

1. Build a culture of consumer centricity via Consumer Licensing: This includes identifying the appropriate means (e.g., a combination of "soft selling" and processes) to get the consumer to the center of the creative and marketing initiatives.

2. Collaborate effectively with content teams and understand the content FPC and design thinking to design the "consumer probe" elements.

3. Drive participation with the content team to be part of the consumer immersions; processing the learning to potential content spaces post each session.

4. Collaborate on other research projects + working with different regional teams to bring in consolidated learnings.

5. Drive and champion a unique multi-disciplinary way of assessing the latest macro cultural trends utilizing consumer, economic, political data and insights to predict the content landscape of the future.

6. Build a consumer insights portal that will serve as the repository of all research within the firm and can aid in institutionalizing knowledge. Ensure that the portal is up-to-date and importantly, used!

7. Provide objective led insights by working with research agency partners which are actionable and crisp.

8. Synthesize cross methodology findings to meta insights.

9. Keeping track of BARC reports and prepare media evaluation to strengthen qualitative findings.

Consumer insights & Analytics:

- Monthly presentation of consumer insights through the content lens.

- Trend mapping across content and consumer spaces.

Competitor Analysis:

- Keep up to date with industry changes, case studies and regulatory impacts through internal and external networks.

- Contrast and compare with launches to help identify improvement areas.

Project management and soft skills:

- Should be able to manage project end to end from brief to presentation stage.

- Have excellent power point and excel skills.

Experience needed:

- Qualitative experience of 3 to 4 years with hands on moderation experience a must.

- Preferred- Market Research Agencies Qual experience must. Media exposure will add value.

- Experience across qualitative techniques of research.