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 recent show launches, on-going tracks, marketing campaigns etc.
To commission and undertake qualitative research assignments for recent 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

📌 Associate Director Programming Strategy & Insights Qualitative , Star Bharat Mumbai (India)
🏢 JioStar
📍 India