Manager Qualitative Research, Sports
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Job Location:
Monthly Salary:
Posted on:
2 days ago
Vacancies:
1 Vacancy
Job Summary
We are looking for a sharp culturally attuned Qualitative Research Manager to lead consumer understanding for our sports marketing initiatives. This role will be instrumental in decoding fan behavior content engagement and regional nuances to power high-impact campaigns especially around marquee properties (e.g. leagues tournaments and original sports content).
You will work at the intersection of sports storytelling and consumer psychology translating rich qualitative insights into actionable marketing strategies.
What you will do:
- Lead end-to-end qualitative research (FGDs IDIs ethnography online communities) to understand sports fans across cohorts.
- Decode motivations triggers barriers and emotional drivers behind sports consumption.
- Build deep understanding of regional and cultural nuances in fandom across India.
Strategic Input for Marketing & Content:
- Partner with marketing content and brand teams to shape campaign narratives and positioning.
- Provide inputs on hero building rivalries storytelling arcs and fan engagement hooks.
- Evaluate creatives campaigns and content concepts through qualitative testing.
- Design discussion guides and research frameworks aligned to business objectives.
- Manage external research agencies (preferred candidates will have prior agency experience).
- Ensure high-quality moderation analysis and synthesis of insights.
- Translate qualitative findings into compelling narratives for stakeholders.
- Deliver sharp concise presentations with clear so what and business implications.
- Bring insights alive using quotes videos and immersive storytelling formats.
Stakeholder Management:
- Work closely with cross-functional teams: Brand Growth Content Partnerships.
- Act as a thought partner in decision-making not just a research executor.
What we are looking for:
- 68 years in qualitative research.
- Prior experience with leading research agencies (e.g. Kantar NielsenIQ Ipsos Quantum etc.) strongly in media entertainment OTT or sports is a big plus.
- Strong expertise in qualitative methodologies and frameworks.
- Deep curiosity about sports culture fandom and media consumption.Ability to connect dots between consumer insight and marketing strategy.
- Excellent moderation listening and probing skills.
- Strong storytelling and presentation abilities.
- High ownership and ability to operate in fast-paced environments.
What Success Looks Like:
- Insights that directly influence campaign effectiveness and fan engagement.
- Creation of strong IP around fan understanding (personas archetypes playbooks).
- Measurable impact on marketing strategies and content performance.
Required Experience:
Manager
Key Skills
About Company
JioStar combines the power of Reliance’s Viacom18 and Disney Star, delivering unmatched entertainment with 120+ TV channels and two leading streaming platforms. Explore a new era of content with JioStar.
