Purpose of the Job

Consumer Understanding → Consumer Intelligence → Future Opportunity Identification

1. Consumer Understanding

Serve as the voice of the Digital Consumer by uncovering life needs, motivations and behaviours that inform strategic decision-making across the business.Using varied conventional and new techniques from Qual, Quant, UI understanding, UX research, Prototypes of digital journeys, Application of Behavioral Sciences.

Should be Hands-on

2. Consumer Intelligence

Build an always-on intelligence system that integrates primary/secondary research, behavioural science &. digital signals to generate actionable insights.

3. Focus on The Change – Future Growth

Continuous exploration of Change driving human adaptation and a breaking from old ways of being and doing. Identify moments and spaces of high change or flux that reflect current needs and behaviours, as humans strive to adapt. Tracking these new adaptive needs and behaviours as they are a rich source of both tensions and opportunities to growth category growth

Deliverables (Maximum 5-6 key responsibilities)





1. Drive Consumer & Market Intelligence to Shape Business Strategy

Purpose: Understand emerging consumer behaviours, needs, motivations and market shifts.

Key Deliverables
- Deliver using qualitative and quantitative research programmes.
- Build deep understanding of consumer cohorts, life-stage shifts and evolving digital behaviours.
- Develop personas, segmentation and jobs-to-be-done frameworks.
- Monitor category triggers/ Barriers competition and disruptive trends.
- Concepts/ Proposition testing/ Communication Eval (Qual and Quant)
- Translate insights into strategic recommendations for Marketing, Product, Network and Channel teams.
- Conduct consumer immersions himself/herself to gauge primary pulse

2. Build/ Run an Always-On Consumer Sensing System

Purpose: Continuously track changes in consumer behaviour rather than relying only on ad-hoc studies.

Key Deliverables
- Own Bra

📌 Consumer Insights And Intelligence Lead (Hisar)
🏢 Airtel
📍 Hisar