Senior Manager Qualitative Research & Consumer Insights

Job Description

About the Role

We are seeking an experienced and commercially minded Senior Manager, Qualitative Research & Consumer Insights to lead high-impact qualitative research engagements and deliver strategic consumer understanding that drives business growth. This role partners closely with Directors and Associate Directors to ensure excellence in research design, analysis, client advisory, and team development.

The ideal candidate brings deep expertise in qualitative methodologies, strong client management capabilities, and a passion for uncovering actionable human insights. Exposure to specialized approaches such as Ethnography, Semiotics, Cultural Analysis, Design Thinking, or Behavioral Science will be highly valued.

Key Responsibilities

Research Leadership & Insight Generation

• Lead end-to-end qualitative research projects across categories and business challenges.
• Drive issue-based analyses and convert complex consumer understanding into clear business implications.
• Deliver proactive, strategic, and actionable recommendations through compelling storytelling and presentations.
• Ensure excellence across three key deliverables:
  • Quality of data collection
  • Quality of analysis and interpretation
  • Quality of reporting, presentation, and client delivery
• Apply a wide range of qualitative methodologies to answer business questions and uncover deeper human truths.

Client Partnership & Consulting

• Build strong, trusted relationships with clients through deep understanding of their business objectives and challenges.
• Act as a consultative advisor, helping clients translate consumer insights into effective business decisions.
• Lead client engagements, presentations, and workshops with confidence and credibility.
• Partner with stakeholders to identify emerging needs and proactively recommend research solutions.

Business Development

• Support new business generation through proposal development, pitch participation, and thought leadership.
• Identify opportunities to expand existing client relationships by introducing relevant research solutions and methodologies.
• Contribute to revenue growth by helping clients solve strategic business problems through consumer-centric insights.

Innovation & Capability Building

• Champion innovation in qualitative research by exploring and integrating emerging tools, techniques, and technologies.
• Leverage advancements in ethnography, digital research, AI-enabled analysis, semiotics, and design thinking where relevant.
• Contribute to the development of best practices, intellectual property, and thought leadership within the practice.

Team Leadership & Collaboration

• Mentor and coach researchers to strengthen analytical thinking, storytelling, moderation, and consulting skills.
• Foster a culture of collaboration, curiosity, innovation, and high-quality delivery.

Support resource planning and project management while balancing multiple priorities and deadlines.

Qualifications

Experience

• 7 to 11 years of experience in Qualitative Market Research, Consumer Insights, Ethnographic Research, or related fields.
• Demonstrated expertise across a range of qualitative methodologies, including:
  • Focus Group Discussions (FGDs)
  • In-depth Interviews (IDIs)
  • Ethnographic Research
  • Online Communities
  • Expert Interviews
  • Projective Techniques
  • Co-creation Workshops
  • Grounded Theory Approaches
• Experience managing multiple projects and client relationships simultaneously.
• Prior experience mentoring or managing team members.

Skills & Competencies

• Strong consumer-centric thinking and analytical capability.
• Excellent storytelling and presentation skills with the ability to translate insights into business impact.
• Strong client management and stakeholder engagement skills.
• Commercial acumen with an understanding of business growth and financial outcomes.
• Highly organized, self-motivated, and capable of thriving in fast-paced environments.
• Ability to integrate qualitative and quantitative insights into cohesive narratives.
• Strong written and verbal communication skills.

Preferred Background

• Bachelor's degree required; Master's degree preferred.
• Educational background in Sociology, Anthropology, Psychology, Business, Marketing, or related disciplines is advantageous.
• Experience or academic exposure to Ethnography, Semiotics, Design Thinking, Behavioral Science, or Cultural Research is highly desirable.

Technical Skills

• Advanced proficiency in Microsoft PowerPoint and Excel.
• Working knowledge of Google Slides and Google Sheets.
• Familiarity with digital qualitative research platforms and insight tools is a plus.

Additional Information

Our Benefits

• Flexible working environment
• Volunteer time off
• LinkedIn Learning
• Employee-Assistance-Program (EAP)

NIQ may utilize artificial intelligence (AI) tools at various stages of the recruitment process, including résumé screening, candidate assessments, interview scheduling, job matching, communication support, and certain administrative tasks that help streamline workflows. These tools are intended to improve efficiency and support fair and consistent evaluation based on job-related criteria. All use of AI is governed by NIQ’s principles of fairness, transparency, human oversight, and inclusion. Final hiring decisions are made exclusively by humans. NIQ regularly reviews its AI tools to help mitigate bias and ensure compliance with applicable laws and regulations. If you have questions, require accommodations, or wish to request human review were permitted by law, please contact your local HR representative. For more information, please visit NIQ’s AI Safety Policies and Guiding Principles: https://nielseniq.com/global/en/info/niqs-ai-safety-policies/

About NIQ

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™. NIQ is an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world’s population.

For more information, visit NIQ.com

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Our commitment to Diversity, Equity, and Inclusion

At NIQ, we are steadfast in our commitment to fostering an inclusive workplace that mirrors the rich diversity of the communities and markets we serve. We believe that embracing a wide range of perspectives drives innovation and excellence.  All employment decisions at NIQ are made without regard to race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, or any other characteristic protected by applicable laws. We invite individuals who share our dedication to inclusivity and equity to join us in making a meaningful impact. To learn more about our ongoing efforts in diversity and inclusion, please visit the https://nielseniq.com/global/en/news-center/diversity-inclusion