Market Research

Market Research Execution

• Manage end-to-end execution of qualitative and quantitative research studies.
• Coordinate with research agencies for customer recruitment, fieldwork execution, data collection, and reporting.
• Conduct Product Clinics, Home Visits, Ethnographic Studies, Focus Group Discussions (FGDs), IDIs, and Central Location Tests (CLTs).
• Monitor study quality, timelines, and deliverables. Questionnaire & Discussion Guide Development
• Design structured questionnaires, discussion guides, screeners, and research instruments.
• Translate business objectives into measurable research hypotheses and customer research frameworks.
• Develop probing techniques to uncover latent customer needs, emotional triggers, and purchase motivations.
• Ensure questionnaire reliability and validity for both qualitative and quantitative studies. Psychographic Assessment & Consumer Understanding
• Lead psychographic profiling studies focusing on: o Customer mindset and values o Lifestyle aspirations o Emotional and functional needs o Mobility behaviour o Purchase motivations o Attitudes toward technology and sustainability
• Develop customer personas and segmentation frameworks.
• Conduct lifestyle & behavioural research to identify future customer trends.
• Convert psychographic insights into actionable recommendations for product planning and strategy. Data Analysis & Insights
• Analyse qualitative and quantitative research outputs.
• Synthesize information from primary research, customer interactions, social listening, CRM, industry reports, and secondary research.
• Identify customer needs, unmet needs, market opportunities, and whitespace areas.
• Prepare management-ready insight reports and presentations with strategic recommendations. Stakeholder Management
• Work closely with Product Planning, Marketing, Engineering, Design, Quality, and external research partners.
• Present findings and recommendations to senior stakeholders.
• Support product concept development and customer requirement identification. Must-Have Skills
• Strong understanding of research design, sampling & methodological applications.
• Hands-on execution of qualitative and quantitative research projects
• Experience in psychographic assessment and customer segmentation
• Experience developing consumer personas and lifestyle frameworks
• Strong moderation and interviewing skills
• Expertise in ethnographic research, home visits, and in-depth interviews
• Data interpretation and insight generation capability
• Excellent presentation and storytelling skills
• Ability to work with & manage cross functional teams (Product Planning, Engineering, Marketing)
• Capability to independently manage multiple research projects from problem definition to final product recommendation Preferred Skills
• Ability to translate consumer findings into tangible product requirements
• Statistical analysis tools (SPSS, Python, Power BI, Tableau)
• Work on techniques such as Factor Analysis, Cluster Analysis, Conjoint, PSM & other Multivariate approaches
• Social listening and digital consumer analytics
• AI & Digital Research Capability BASIC UNDERSTANDING OF
• Automotive industry, vehicle segments, Indian customers, New Technologies and competition landscape.
• Excellent understanding of Indian demographic aspects
• Model development process and timelines.
• Emerging Trends in Product, Powertrains, Technology, Design etc.
• Understanding of Global Auto markets.
• Expertise in MS office tools [Power Point, Word, Advanced Excel]
• Expertise in Data Analysis Tools [Eg. Power Bi] will be added advantage BEHAVIOURAL
• Ability to convert data into meaningful insights
• Excellent presentation & communication skills
• Self-driven, eager to learn and result-oriented.
• Well organized, highly motivated and able to work cross functionally.
• Good problem-solving and analytical skills
• Managing & working w