Manager - Qualitative Research, Sports

We are looking for a sharp, culturally attuned Qualitative Research Manager to lead consumer understanding for our sports marketing initiatives. This role will be instrumental in decoding fan behavior, content engagement, and regional nuances to power high-impact campaigns, especially around marquee properties (e.g., leagues, tournaments, and original sports content).
You will work at the intersection of sports, storytelling, and consumer psychology, translating rich qualitative insights into actionable marketing strategies.

What you will do:

Consumer & Fan Insights: 

• Lead end-to-end qualitative research (FGDs, IDIs, ethnography, online communities) to understand sports fans across cohorts.

• Decode motivations, triggers, barriers, and emotional drivers behind sports consumption.

• Build deep understanding of regional and cultural nuances in fandom across India.

Strategic Input for Marketing & Content:

• Partner with marketing, content, and brand teams to shape campaign narratives and positioning.

• Provide inputs on hero building, rivalries, storytelling arcs, and fan engagement hooks.

• Evaluate creatives, campaigns, and content concepts through qualitative testing.

Research Design & Execution:

• Design discussion guides and research frameworks aligned to business objectives.

• Manage external research agencies (preferred candidates will have prior agency experience).

• Ensure high-quality moderation, analysis, and synthesis of insights.

Insight Storytelling:

• Translate qualitative findings into compelling narratives for stakeholders.

• Deliver sharp, concise presentations with clear “so what” and business implications.

• Bring insights alive using quotes, videos, and immersive storytelling formats.

Stakeholder Management:

• Work closely with cross-functional teams: Brand, Growth, Content, Partnerships.

• Act as a thought partner in decision-making, not just a research executor.

What we are looking for:

• 6–8 years in qualitative research.

• Prior experience with leading research agencies is strongly preferred. Experience in media, entertainment, OTT, or sports is a big plus.

• Strong expertise in qualitative methodologies and frameworks.

• Deep curiosity about sports culture, fandom, and media consumption. Ability to connect dots between consumer insight and marketing strategy.

• Excellent moderation, listening, and probing skills.

• Strong storytelling and presentation abilities.

• High ownership and ability to operate in fast-paced environments.

• What Success Looks Like:

• Insights that directly influence campaign effectiveness and fan engagement.

• Creation of strong IP around fan understanding (personas, archetypes, playbooks).

• Measurable impact on marketing strategies and content performance.