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