Purpose of the Job
Consumer Understanding → Consumer Intelligence → Future Opportunity Identification
1. Consumer Understanding
Serve as the voice of the Digital Consumer by uncovering life needs, motivations and behaviours that inform strategic decision-making across the business.Using varied conventional and new techniques from Qual, Quant, UI understanding, UX research, Prototypes of digital journeys, Application of Behavioral Sciences.
Should be Hands-on
2. Consumer Intelligence
Build an always-on intelligence system that integrates primary/secondary research, behavioural science &. digital signals to generate actionable insights.
3. Focus on The Change – Future Growth
Continuous exploration of Change driving human adaptation and a breaking from old ways of being and doing. Identify moments and spaces of high change or flux that reflect new needs and behaviours, as humans strive to adapt. Tracking these new adaptive needs and behaviours as they are a rich source of both tensions and opportunities to growth category growth
Deliverables (Maximum 5-6 key responsibilities)
1. Drive Consumer & Market Intelligence to Shape Business Strategy
Purpose: Understand emerging consumer behaviours, needs, motivations and market shifts.
Key Deliverables
- Deliver using qualitative and quantitative research programmes.
- Build deep understanding of consumer cohorts, life-stage shifts and evolving digital behaviours.
- Develop personas, segmentation and jobs-to-be-done frameworks.
- Monitor category triggers/ Barriers competition and disruptive trends.
- Concepts/ Proposition testing/ Communication Eval (Qual and Quant)
- Translate insights into strategic recommendations for Marketing, Product, Network and Channel teams.
- Conduct consumer immersions himself/herself to gauge primary pulse
2. Build/ Run an Always-On Consumer Sensing System
Purpose: Continuously track changes in consumer behaviour rather than relying only on ad-hoc studies.
Key Deliverables
- Own Brand Health, NPS and Experience tracking.
- Monitor digital behaviour shifts across Apps, Devices, Connectivity and AI adoption.
- Leverage social listening, app ecosystem data, online reviews and digital communities.
- Identify emerging tensions, unmet needs and whitespace opportunities.
- Develop periodic intelligence reports for business consumption
3. Lead Human-Centred Design & Experience Validation
Purpose: Ensure products, journeys and propositions are built around real user needs.
Key Deliverables
- Undertake consumer immersions, ethnography and observational research.
- Lead UX/UI testing of journeys across App, Web and Assisted channels.
- Identify friction points, comprehension issues and behavioural barriers.
- Benchmark best-in-class digital journeys globally.
- Rapidly test and refine designs, propositions, experiences and communications to arrive at recommendation.
- Use the CEL (Consumer Experience Lab) to do user testing research for Digital consumer Journeys, using high-resolution camera
4. Exploring Innovation & Future Growth Opportunities
Purpose: Help the business identify where future growth will come from.
Key Deliverables
- Identify emerging consumer needs, white spaces and future demand areas.
- Evaluate new product concepts, propositions and monetisation models.
- Lead pricing, conjoint and value perception studies.
- Track global telco and adjacent category innovations.
- Provide insight-led recommendations for new products, services and business models.
- Review published reports, online reviews and other reliable published digital information and generate insights and recommendations.
- Specifically, scan India and Global competition trends as well as Best Practices the on telecom related categories to capture relevant opportunities helping product feature finalization/marketing proposition crafting. Also providing insights POV on the new products/services launched
5. Appreciation & Application of Behavioural Science & AI-led Insight Generation
Purpose: Move beyond understanding what consumers do to understanding why they do it.
Key Deliverables
- Diagnose underlying motivations, heuristics and biases.
- Design behavioural interventions and nudges.
- Conduct experimentation and test-and-learn programmes.
- Use AI-enabled tools for synthesis, pattern recognition and insight generation.
- Build future-ready research approaches combining human understanding with AI.
6.Support respective business teams with inputs from past learnings, initiate new & provide relevant information to fine-tune process, product, promotion and marketing strategy.
- Facilitate periodic research to map consumer insights related to consumer perception on the brand, products and new initiatives. Recommend process improvement based on inputs generated by market research.
- Through research findings, support functions in fine-tuning their plans & strategy.
- Guide the new product and innovation team in generating ideas and identifying possibilities of new product innovation.
7.Proefficent in conducting Consumer connects & Market Visits By themselves
- Should be comfortable in doing consumer connects himself/ herself and generating report at a short time interval.
- Should be comfortable in synthesizing qual reports using Ai tools
- MUST have experience in doing secondary research, exploration to pick up trends / signals on what’s happening in India / globally.
8.Behavioural Science appreciation
- Engage with consumers to diagnose the WHY behind the action/ purchase decision basis the underlying biases & heuristics.
- Deep understanding of varied behavioral science principles to help design possible nudges for favorable business outcomes.
- Ability to study consumer behavior through the use of systematic experimentation and observation.
Demonstrate (Key competencies)
Key Competencies
- Consumer Empathy should be second nature – “In their Shoes” thinking. Qualitative expertise.
- Comfortable in conducting DI/FGDs and explore deeper ‘WHY’ to uncover motivations underlying behaviour
- Deep Curiosity & Behavioural Thinking - Should be able to distinguish between the Life Need States Vs Category Triggers
- Consumer Insight Development – a)Ability to synthesize multiple signals into clear, actionable insights. b)Connects consumer understanding to business opportunities, propositions and growth strategies. c) Distinguishes observations, insights and implications effectively. A Must Thing - Having an experience in arriving at insights and translating it to future growth propositions/ ideas.
- Strong conceptual and analytical capabilities .- a) Comfortable working with data, ambiguity and incomplete information. b) Able to identify patterns, diagnose root causes and simplify complex business problems.
- Digital & AI-Enabled Insighting – a) Proficient in extracting insights from digital ecosystems, social platforms and market intelligence sources. c) Comfortable leveraging AI tools for analysis, synthesis and insight ) Maintains a strong pulse on evolving digital consumer behaviour.
- Curious about emerging trends, behaviours and unmet needs. 'Hands-On Experience' for doing consumer connects, secondary research, exploration to pick up trends / signals on what’s happening in India / globally.
- Collaboration & Partnership Building - Works effectively across functions to drive consumer-centric decisions.
Educational Level
Expected:
- MBA OR
- Bachelor’s in Psychology, Sociology, Anthropology, Economics
- Should be comfortable in moderating Qual groups
- Ideally should have experience in mapping consumer digital journeys (Web, App) and UI/UX research
Working Experience
Preferable:
• At least 6+ years of marketing/ digital marketing/market research experience
- In large FMCG, Durables, E-Comm, Digital companies
- Strong analytical capability – comfortable with both qualitative & quantitative research
- Knowledge of Advertising & Marketing (including digital marketing)