Associate Director - Programming Strategy & Insights (Qualitative), Star Bharat

Job Summary:
The incumbent will be responsible for capturing the voice and sentiments of the consumer on both, long story and show track level. 
 
About the Team:
This team is a custodian for primary & secondary consumer research projects for covering the gamut of research needs including consumer understanding & societal trend mapping, channel & show health measurement and Marketing & communication research.

Key Responsibilities:

• Collaborate with internal stakeholders on topics and filters to define objectives and set deliverables.
• Pull and interpret data from sources available for new show launches, on-going tracks, marketing campaigns etc.
• To commission and undertake qualitative research assignments for new and ongoing shows & campaigns
• To understand the consumer- his/ her behavior, desires, pains and aspirations from all possible sources, including field research; generating insights and applying them to shows to create higher stickiness and most loved characters.
• Mining insights & mapping trends in consumer attitudes, preferences, lifestyles, and behavior that will help sharpen the team’s consumer understanding
• Analysing consumer feedback, accurately identify problem areas and provide sharp & actionable insights to the content and communication teams 
• Use insights from consumer feedback to actively provide stimulus or thought starters to the internal teams 
• To work on projects and/ problems statements that can potentially impact storytelling.

Skills & Attributes for success:

• Deep consumer understanding- an innate interest in human behaviour
• Passion for content
• Analytical & interpretation and communication skills
• Require watching GEC content daily to stay abreast of on-air programming, character arcs, and storytelling trends
• Possess a genuine passion for engaging meaningfully with content. Should have a natural curiosity and instinct for what makes content engaging, emotionally resonant, and culturally relevant. Ability to evaluate storylines, character development, and content tonality with a consumer lens

Preferred Education & Experience:

• MA or any other PG Degree in Sociology/ Psychology/ Behavioural sciences
• 8+ years of qualitative consumer research experience