Job Description

• 1. Market Intelligence & Research Strategy
  • Monitor market, consumer, category and competitive trends to identify emerging opportunities and important information gaps.
  • Translate business questions and market observations into clear research objectives and hypotheses.
  • Assess whether emerging trends represent meaningful consumer or market opportunities rather than short-term hype.
  • Determine what needs to be validated and build the appropriate research framework, methodology and desired outcome.
  • Challenge assumptions and ensure research remains focused, practical and relevant to the business decision.

  2. Consumer, Brand & Category Understanding

  • Apply strong understanding of consumers, brands and category dynamics to research and business questions.
  • Understand demographic, life-stage and behavioural segmentation.
  • Analyse consumer behaviour, usage occasions, needs, motivations, attitudes and perceptions.
  • Understand consumer psychology and how it influences purchase and consumption behaviour.
  • Apply brand and category knowledge to identify meaningful consumer needs and market opportunities.

  3. Research Design & Execution

  • Design appropriate quantitative and qualitative research approaches based on research objectives and hypotheses.
  • Independently develop high-quality questionnaires and qualitative discussion guides, keeping research focused and concise.
  • Be hands-on in launching online surveys for quick deep dives, hypothesis validation and understanding consumer behaviour.
  • Use social listening and online research tools to explore consumer conversations, behaviours, needs and trends.
  • Balance research quality, depth, speed and cost; experience with focus groups and focus group facilities is an added advantage.

  4. Research Agency & Project Management

  • Develop research briefs and RFPs for larger qualitative and quantitative studies.
  • Evaluate research agencies, methodologies and proposals, and select appropriate research partners.
  • Review and challenge research designs, questionnaires, discussion guides, sampling and fieldwork plans.
  • Manage timelines, budgets, fieldwork and overall project quality.
  • Remain the owner of the research thinking and quality, while agencies provide specialist execution and fieldwork capabilities.

  5. Analysis, Triangulation & Insight

  • Analyse quantitative and qualitative findings to identify meaningful patterns and differences across consumer segments.
  • Triangulate multiple sources of evidence, including research, market intelligence, social, e-commerce, trade and competitive observations.
  • Identify clear, actionable insights that address the business question and inform decision-making.
  • Translate findings into implications for brand, new product & category development and communication strategy.
  • Develop clear and compelling presentations that help management and cross-functional teams understand what it means and what to do next.

Job Requirements:

• • Bachelor’s degree or above in Marketing, Market Research, Business, Psychology, Sociology, Statistics or a related field.
  • 5–8+ years of relevant experience in market intelligence, consumer insights, consumer research, brand strategy, marketing or a related field.
  • Strong experience in quantitative research, with a good understanding of qualitative research.
  • Proven ability to independently develop research frameworks, questionnaires and research briefs.
  • Strong analytical, critical-thinking, communication and presentation skills.