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We are seeking a driven and insightful Qualitative Research Manager with strong expertise in both qualitative research to join the Consumer Insights team at Colors. This is a high-accountability role that sits at the intersection of content, communication, and audience strategy, playing a critical part in informing programming and marketing decisions.
The role is especially crucial as we head into year, which will see multiple key content launches. You’ll be expected to independently lead high-impact research initiatives, evaluate content and promos, and deliver sharp, strategic insights that shape creative and business directions.
Key Responsibilities
- Research Design & Execution: Lead and manage end-to-end research projects, from objective setting and scoping to execution and delivery of findings to leadership. Conduct qualitative research (FGDs, IDIs, ethnographies, etc.) and support quantitative studies involving large respondent bases (2,000–5,000+). Design discussion guides, questionnaires, and analysis plans to suit varied business needs. Regularly execute post-launch and communications testing for new shows and campaigns, with a regular and frequent cadence.
- Content & Promo Evaluation: Monitor and evaluate the content and promos, identifying opportunities for improvement and strategic direction. Support development of promo effectiveness models that assess whether creatives are cutting through. Build and maintain insights artefacts that captures trends and observations across launches.
- Audience Understanding & Strategic Input: Extract consumer insights from multiple sources – qualitative research, large-scale surveys, secondary data (e.g., BARC), and social listening. Track and interpret audience behavior, preferences, and trends, feeding them into programming and marketing discussions. Conduct competitive analysis, promo tracking, and environmental scanning to guide decision-making. Coming up with new content ideas basis consumer work. Crafting characters based on today’s reality.
- Cross-Functional Collaboration: Partner closely with content, marketing, programming, and leadership teams to ensure consumer insights are at the core of all major decisions. Present findings confidently, with a clear point of view, and influence stakeholders across levels. Manage research vendors and analysts, ensuring timely and quality execution.
Qualifications & Experience:
- Education: Graduate or Postgraduate degree in Sociology, Psychology, Media Studies, Marketing, or related disciplines.
- Experience: At least 8 years of experience in market research or client-side role, preferably with exposure to the television or media industry.
- Research Proficiency: Strong grounding in qualitative research and fair understanding of quantitative methods, including exploratory research, brand tracking, promo evaluation, and communication testing.
- Content Affinity: A strong appreciation for content and storytelling, with the ability to evaluate what resonates with audiences.
- Independent Project Leadership: Proven ability to independently manage large-scale, multi-method research initiatives.
- Analytical & Strategic Thinking: Able to interpret data to craft compelling narratives and strategic recommendations.
- Time Management & Execution: Excellent organizational and multitasking skills, with the ability to manage deadlines in a dynamic environment.
Who Should Apply?
- Have a deep interest in content and audience behavior.
- Are confident in owning and presenting insights to senior stakeholders.
- Should be open to travel for research purposes.
- Thrive in fast-paced environments with frequent content launches.
- Are self-driven, entrepreneurial, and able to see the big picture while diving into detail.
- Bring a blend of rigor, creativity, and strategic thinking to every research initiative.
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