Market Intelligence & Consumer Insights Manager

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.

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.
• FMCG experience is an added advantage.
• Previous brand or marketing experience with an understanding of brand positioning, consumer segmentation and brand equity.
• Familiarity with AI and modern research tools to improve research efficiency and analysis.