Job Title- Consumer Insight Specialist
Location- Netaji Subash Place, Delhi
Experience- 3-6 years
About MARS Cosmetics-
MARS Cosmetics is one of India's fastest-growing makeup brands, currently available across 10,000+ general trade outlets, major e-commerce marketplaces, a thriving D2C platform, 35+ EBOs, and modern trade retailers. As we scale further, consumer obsession and insight-led innovation are core to our strategy.
Role Overview-
We are seeking a passionate and analytical Consumer Insights Specialist to uncover deep consumer truths, decode market behavior, and translate them into actionable strategies across product innovation, marketing, and go-to-market. You'll work closely with marketing, R&D, digital, and category teams to power MARS's next phase of growth
Key Responsibilities:
Consumer Research & Analysis
- Design and lead qualitative and quantitative research: focus groups, surveys, ethnographic studies, U&A, brand health tracking, etc.
- Partner with external agencies for in-depth studies and manage end-to-end research execution.
- Track and decode trends from platforms like Mintel, WGSN, Google Trends, Instagram, and Reddit.
Consumer Segmentation & Persona Building
- Develop detailed consumer personas for existing and upcoming categories (makeup, skincare, haircare, etc.).
- Identify white spaces, unmet needs, and behavioral patterns across demographics, geographies, and digital ecosystems.
Innovation & Product Strategy Support
- Input into NPD (New Product Development) with data-driven insights.
- Support GTM and packaging decisions by bringing the consumer lens.
Business Performance Insights
- Interpret consumer behavior from D2C analytics, marketplace reviews, CRM behavior, and social listening.
- Create monthly dashboards on consumer satisfaction, repeat behavior, and product feedback loops.
Cross-functional Collaboration
- Act as a consumer advocate in cross-functional meetings.
- Work with the CRM, marketing, and category teams to build campaigns that resonate with target segments.
What We're Looking For:
- Education: MBA/PGDM in Marketing, Consumer Behavior, Psychology, or related field.
- Experience: 3–6 years in a consumer insights/market research role within FMCG, Beauty, or Digital-first brands.
- A genuine student of psychology through education, self-study, or demonstrated interest with a real grasp of what drives human behaviour and decision-making.
- A skilled qualitative interviewer who can build rapport quickly, ask better follow-up questions than the discussion guide prescribes, and pick up on what's unsaid.
- A strong, wide reader comfortable moving between consumer research, cultural trends, and behavioural science, and able to connect dots others miss.
- Proactive by nature someone who spots a question worth asking before the business asks it, rather than waiting for a brief.
