Consumer Insights Specialist

Overview

This role centers on understanding the digital consumer to generate profound insights and strategic recommendations that support decision-making across various business verticals in both B2C and B2B contexts. Responsibilities include utilizing diverse research methodologies such as qualitative, quantitative, behavioral sciences, design thinking, and AI-driven techniques to decipher consumer behavior. The role demands refining insights through advanced analytical approaches covering digital and offline channels.

Key Responsibilities

• Lead primary market research initiatives to capture evolving consumer patterns for guiding business strategies.
• Identify research needs addressing gaps or business challenges related to exploratory behavioral science, ethnography, communication evaluation, brand health tracking, product innovation, concept and pricing tests, segmentation, competition analysis, NPS measurement, and post-launch evaluations.
• Develop consumer personas to enhance proposition development and go-to-market strategies, including conducting consumer immersions firsthand.
• Oversee user testing and digital ethnography for consumer journeys across platforms like apps, websites, and TV-based purchase experiences.
• Evaluate user interfaces and user experience by detecting logic and design issues, friction points, and key consumer tensions, including benchmarking competitor journeys and iterating design recommendations rapidly.
• Apply behavioral science principles to understand purchase decisions, biases, and heuristics shaping consumer actions, and design nudges for optimal business results.
• Utilize digital insight tools such as Brandwatch, App Annie, and Statista to monitor social media, blogs, and online platforms to maintain market pulse and competitive intelligence globally and in India.
• Map consumer insights comprehensively through multivariate analysis segmented by geography, demographics, and usage levels; commission targeted research to support marketing effectiveness, market sizing, and trend analyses.
• Collaborate with business units by providing research-based inputs to refine processes, products, promotions, and marketing tactics.
• Support innovation teams in driving ideation and identifying new product opportunities grounded in consumer insight.

Decision Authority

• Holds primary responsibility for research framework design and implementations.
• Determines appropriate research methodologies and tool adjustments.
• Collaborates on agency selection decisions and manages annual operating budget within strategic alignment.

Key Competencies

• Deep consumer empathy and capability to conduct qualitative research personally.
• Strong aptitude for in-depth analytical conversations focusing on consumer motivations.
• Excellent communication and persuasive skills.
• Sharp analytical and conceptual thinking combined with comfort working with data and ambiguity.
• Creativity in extracting insights from digital ecosystems.
• Evidence-based decision making with solid market and retail knowledge.
• Effective partnership building and problem-solving competence.
• Expertise in digital ethnography and design thinking, with collaborative team engagement.

Educational Requirements

The ideal candidate should have an MBA from a top-tier business school or an undergraduate degree in Psychology, Sociology, Anthropology, or Economics. Prior experience in digital journey mapping and UI/UX research is preferred.

Impact

This position substantially influences marketing strategies, communication approaches, overall business and digital platform strategies.