Senior Manager Consumer Insights

Position: Senior Manager - Consumer Insights and Social Media Listening, Digital BusinessPurpose: As a Consumer Insights Analyst, you will play a key role in understanding our audience's preferences, behaviours, and trends to inform strategic decision-making and enhance the user experience on our OTT platform. You will utilize data analysis techniques, market research methodologies, and consumer psychology principles to generate actionable insights that drive engagement, retention, and growth.Education: Masters in Business Administration (MBA) or Post Graduate Degree / Diploma in ManagementExperience: 8+ years of experience in consumer insights in a consumer-centric industry/ agency.Location: MumbaiReporting Relationship: Head - Business Planning and Interactivity, Digital BusinessBusiness/Channel/Function: DigitalKey Responsibility Areas1. Conduct an in-depth analysis of user data, including viewing habits, content consumption patterns, and demographic information, to identify trends and opportunities for optimization.2. Design and execute surveys, focus groups, and other research studies to gather qualitative insights into user preferences, satisfaction levels, and perceptions of our platform.3. Collaborate cross-functionally with product development, content acquisition, marketing, and user experience teams to integrate consumer insights into decision-making processes and product strategies.4. Monitor industry trends, competitor offerings, and emerging technologies to identify competitive threats and opportunities for innovation.5. Develop and maintain comprehensive dashboards, reports, and presentations to communicate key findings and recommendations to stakeholders at all levels of the organization.6. Utilize advanced analytics tools and techniques to segment audiences, forecast trends, and measure the impact of marketing initiatives and product enhancements.7. Stay abreast of advancements in data analytics, market research methodologies, and consumer behaviour theories to improve the quality and depth of insights generated continuously.Oversee Research Operations and Insights:Oversee implementation of a research project by the agency; Constantly keep track of progress and check if changes are required to the methodology/ planned sample set;Drive on-ground research and facilitate interactions with consumers as and when needed.Review rough transcripts/ recordings; provide inputs based on a review of data and understanding of consumers.Sift through all the data shared, identify critical insights, and create an action plan for the business.Social Media Listening:Monitor and analyse relevant conversations.Ascertain the underlying sentiments with regard to campaigns.Trend mapping à Identify what is trending. What are people talking, chatting, and relating to?Monitoring engagement with platforms' posts and threads.Vendor Management:Constantly track the market to identify vendors who are doing path-breaking work.Identify and recommend vendors for projects based on project requirements, vendors' talent and capabilities.Evaluate vendor performance and provide feedback.Coordinate with internal teams (Legal, commercial, and finance) to manage vendor relationships.Critical Competencies:• Understanding of consumer behaviour and preferences• Command over data interpretation and Statistics• Good understanding of research methodologies (Quantitative and Qualitative)• Hands-on experience with MS Excel and primary data analytical tools• Ability to convert raw data into valuable insights• Understanding SML tools will be an added advantageWhy join us? Sony Pictures Networks is home to some of India's leading entertainment channels such as SET, SAB, MAX, PAL, PIX, Sony BBC Earth, Yay!, Sony Marathi, Sony SIX, Sony TEN, SONY TEN1, SONY Ten2, SONY TEN3, SONY TEN4, to name a few! Our foray into the OTT space with one of the most promising streaming platforms, Sony LIV brings us one step closer to being a progressive digitally-led content powerhouse. Our independent production venture- Studio Next, has already made its mark with original content and IPs for TV and Digital Media. But our quest to Go Beyond doesn't end there. Neither does our search to find people who can take us there. We focus on creating an inclusive and equitable workplace that celebrates diversity with our Bring Your Own Self Philosophy. We strive to remain an 'Employer of Choice' and have been recognized as:- India's Best Companies to Work For 2021 by the Great Place to Work® Institute- 100 Best Companies for Women in India by AVTAR & Seramount for 6 years in a row - UN Women Empowerment Principles Award 2022 for Gender Responsive Marketplace and Community Engagement & Partnership- ET Human Capital Awards 2023 for Excellence in HR Business Partnership & Team Building Engagement- ET Future Skills Awards 2022 for Best Learning Culture in an Organization and Best D&I Learning Initiative.The biggest award of course is the thrill our employees feel when they can Tell Stories Beyond the Ordinary! PRB