Assistant Manager - Research & Insights

                                                                                                Assistant Manager – Research & Insights

Location: Mumbai| Function:  Strategy/Insights

Reports to: Head - Distribution Planning and Insights

Purpose:  Reporting to Head - Distribution Planning and Insights, this role plays a key part in developing actionable insights by analyzing and interpreting consumer data. It involves applying both quantitative and qualitative research to uncover audience behaviors, identify content trends, and support strategic planning. The role requires strong analytical thinking, the ability to turn data into clear stories, and effective collaboration with teams across the organization to influence outcomes.

Key Responsibilities

Consumer Research & Insight

• Independently analyze audience data from BARC, OTT platforms, and internal analytics tools to uncover viewing patterns and content preferences.


• Closely track viewership fluctuations across all SPN channels and competition channels monitoring schedule changes, new launches and other events like festivals


• Conduct segmentation and behavioral analysis to understand audience profiles and their evolving media consumption habits.

• Synthesize qualitative feedback with quantitative data to generate well-rounded insights that inform programming and marketing strategies.

 Reporting & Storytelling

• Build insight reports and presentations that translate complex data into clear, actionable narratives.


• Present findings to cross-functional teams and contribute to strategic discussions around content development and positioning.

 Cross-Functional Collaboration

• Work closely with teams across Programming, Marketing, Consumer Insights, Digital Strategy, and Qualitative Research to stay aligned and drive unified strategies.

Key Metrics

Monitoring Trends & Market Intelligence

• Monitor emerging content trends, shifts in audience sentiment, and competitor strategies.


• Provide timely recommendations to support innovation and audience engagement initiatives.

Critical Competencies

• Deep understanding of television and digital audience measurement systems, including hands-on experience with BARC.


• Strong understanding of qualitative research techniques and their application in media strategy.


• Excellent communication and storytelling skills with the ability to influence decisions.


• Detail-oriented with a strategic mindset and ability to manage multiple projects.

Technical Competencies

• Proficiency in data tools such as Excel, Power BI, or Tableau.


• knowledge of Database management system and Python is a plus (not mandatory)

Education 

Bachelor’s or master’s degree in Statistics, Data Science, Media Studies, B. Tech, Business Analytics, or a related field.

Experience 

3-6 years of experience in consumer insights, audience research, or data analytics within the media, entertainment, or digital content sectors. Experience with both qualitative and quantitative research methodologies is essential.

Why join us?

Sony Pictures Networks India (SPNI) is the consumer-facing identity of Culver Max Entertainment Private Limited which is an indirect wholly owned subsidiary of Sony Group Corporation, Japan. A leading media and entertainment conglomerate, SPNI comprises 28 Premium Channels in both SD and HD formats, including leading Hindi General Entertainment Television Channels - Sony Entertainment Television; Sony SAB and Sony PAL; Marathi General Entertainment Channel - Sony Marathi; Bangla General Entertainment Channel - Sony AATH; Hindi Movie Channels - Sony MAX, Sony MAX 1, Sony MAX 2 and Sony WAH; renowned destination for sports fans - Sony Sports Network comprising Sony Sports Ten 1, Sony Sports Ten 2, Sony Sports Ten 3, Sony Sports Ten 4, Sony Sports Ten 5; Kids Entertainment Channel - Sony YAY!; English Movie Channel - Sony PIX; Factual Entertainment Channel - Sony BBC Earth; Free Ad-Supported Streaming Television (FAST) channel in the US and Canada – Sony KAL; Digital entertainment OTT platform - Sony LIV and the independent production venture for original content and IPs for TV and digital media - Studio NEXT. This Network reaches out to over 700 million viewers in India and is available in over 150 countries.

Recognised as an employer of choice within and outside the media industry, SPNI is a recipient of several awards, including India’s Best Companies to Work For 2021 by the Great Place to Work® Institute, India, Exemplars of Inclusion in AVTAR & Seramount’s Most Inclusive Companies Index 2024 and listed as one of the 100 Best Companies for Women in India for eight consecutive years by AVTAR & Seramount. In recognition of the company’s unique workplace culture and exceptional people practices SPNI won the ET Future Skills 2024 for Best Learning Program Supporting Change Transformation Business Strategy, and the TISS LeapVault CLO Awards 2024 for Best Employee Engagement Program and Best Games Based Learning Program.

SPNI is in its 30th year of operations in India. Besides having overseas subsidiaries, it has a subsidiary MSM-Worldwide Factual Media Private Limited, and an affiliate, Bangla Entertainment Private Limited in India.

For more information, log onto www.sonypicturesnetworks.com