Consumer Insights and Intelligence Lead

Purpose of the Job Consumer Understanding → Consumer Intelligence → Future Opportunity Identification1. Consumer UnderstandingServe 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 IntelligenceBuild an always-on intelligence system that integrates primary/secondary research, behavioural science &. digital signals to generate actionable insights.3. Focus on The Change – Future GrowthContinuous 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 growthDeliverables (Maximum 5-6 key responsibilities)1. Drive Consumer & Market Intelligence to Shape Business StrategyPurpose: Understand emerging consumer behaviours, needs, motivations and market shifts.Key DeliverablesDeliver 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 pulse2. Build/ Run an Always-On Consumer Sensing SystemPurpose: Continuously track changes in consumer behaviour rather than relying only on ad-hoc studies.Key DeliverablesOwn 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 consumption3. Lead Human-Centred Design & Experience ValidationPurpose: Ensure products, journeys and propositions are built around real user needs.Key DeliverablesUndertake 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 camera4. Exploring Innovation & Future Growth OpportunitiesPurpose: Help the business identify where future growth will come from.Key DeliverablesIdentify 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 launched5. Appreciation & Application of Behavioural Science & AI-led Insight GenerationPurpose: Move beyond understanding what consumers do to understanding why they do it.Key DeliverablesDiagnose 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 themselvesShould 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 toolsMUST have experience in doing secondary research, exploration to pick up trends / signals on what’s happening in India / globally. 8.Behavioural Science appreciationEngage 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 CompetenciesConsumer 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 TriggersConsumer 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 generation.c) 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 ORBachelor’s in Psychology, Sociology, Anthropology, EconomicsShould be comfortable in moderating Qual groupsIdeally should have experience in mapping consumer digital journeys (Web, App) and UI/UX researchWorking ExperiencePreferable:• At least 6+ years of marketing/ digital marketing/market research experience In large FMCG, Durables, E-Comm, Digital companiesStrong analytical capability – comfortable with both qualitative & quantitative research Knowledge of Advertising & Marketing (including digital marketing)