Manager, Consumer Insights (Qualitative Research)

The Senior Analyst/ Manager,Qualitative is a mid-senior member of the qualitative practice responsible for delivering high-quality research, driving consultative client engagement, and supporting the growth of the Qualitative customer success team across Thailand, while contributing expertise to broader Qualitative Practice across APAC.
This role requires strong expertise in qualitative research methodologies and the ability to translate cultural, behavioural, and consumer insights into meaningful recommendations for clients. The incumbent will work closely with senior leaders to guide project teams, elevate the standard of qualitative delivery, and strengthen NIQ’s position as a thought partner to clients.
Experience in Ethnography, Semiotics, Design Thinking, Behavioural Science, or other advanced qualitative approaches is highly valued and enables deeper strategic impact across engagements.
Research Leadership & Execution
Lead the design and delivery of qualitative research projects, ensuring methodological rigor and excellence in output.
Conduct in-depth interviews, focus groups, ethnographies, cultural immersions, and other qualitative techniques.
Develop research frameworks, discussion guides, and analytic structures grounded in qualitative best practices.
Synthesize insights into clear, compelling narratives that influence client decision-making.
Client Engagement & Consulting
Serve as a primary client contact on qualitative engagements, ensuring strong relationship management and consultative partnership.
Translate consumer insights into strategic recommendations aligned with client priorities.
Support senior leaders in business development, proposal writing, solution design, and pitching.
Practice & Team Development
Mentor junior researchers in moderating, analysis, storytelling, and project management skills.
Support capability building within the qualitative practice, including training, thought leadership, and best practice development.
Contribute to growing the qualitative pipeline across SEA through partnership with commercial teams.
Insight Quality & Delivery Excellence
Ensure research outputs meet NIQ quality standards, with disciplined project management and insightful storytelling.
Review and refine reports, presentations, and deliverables prepared by junior team members.
Uphold high ethical and methodological standards across all stages of research.
Cross Functional Collaboration
Collaborate with Sales, Customer Success Consulting & Project Management, Operation and broader Qualitative Consulting teams to deliver integrated insights solutions.
Work with regional leadership to understand market needs and proactively shape qualitative offerings
Bachelor’s or Master’s degree in psychology, Sociology, Anthropology, Communications, Marketing, or related fields.
5–7 years of experience in qualitative research within an agency, consultancy, or client-side insights team.
Strong hands-on expertise in moderating, ethnography, cultural insight work, or design thinking.
Proven ability to translate qualitative insights into meaningful strategic recommendations.
Experience managing end-to-end qualitative projects, clients, timelines, and budgets.
Comfortable working in a fast paced, multimarket, multicultural environment.
Skills & Competencies:
Strong moderation skills (FGDs, IDIs, ethnography).
Deep understanding of qualitative methodologies and cultural insight frameworks.
Exceptional storytelling, synthesis, and presentation skills.
Strategic thinking with the ability to influence client decisions.
Strong project management and multitasking capability.
High collaboration and stakeholder management abilities.
Curiosity, empathy, and a passion for understanding consumer behaviour.

Employment type
Full-time

Work arrangement
No