Drive audience and cultural insights to inform media and partnership investments for a major FMCG client.
Gain exposure to the best tools and a robust partnership ecosystem that enables data-driven insights and constant learning about innovative opportunities.
Leverage best practices and case studies from across GroupM.
Measures of Success
In three months, you will:Understand the brand portfolio, competitive landscape, and client requirements by reviewing current research and studies.
Read both structured and unstructured data (e.g., brand health, media investments, YouTube comments, and social posts) to understand a brand's strengths and weaknesses.
Use social listening and third-party tools to create reports and studies that address specific requirements, such as analyzing Gen Z media trends, tracking conversations around festivals, or monitoring ongoing campaigns.
In six months, you will:Become the go-to expert for audience and cultural insights, helping planners and clients create better media plans and partnerships.
Deeply understand specific consumer cohorts related to the client's business and develop strategies to reach them through media and communication.
Set up a regular cadence and structure for brand reporting on social listening, insights, and cultural opportunities.
Collaborate with necessary teams during campaigns and annual planning to create new frameworks and provide a point of view on emerging trends.
In 12 months, you will:Create a positioning and media map for client brands in relation to their competition, identifying areas for improvement.
Be a recognized contributor who adds value through qualitative and quantitative research, leading to improved media plans (e.g., recommending a new platform or capitalizing on a new trend).
Responsibilities of the Role
Be the custodian of all insights related to a brand, including brand tracks, consumer research from the client, and tool outputs.
Craft the project scope for research, defining the tools needed and the content to be covered.
Present your work effectively using compelling storytelling.
Explore new methodologies, including the use of AI tools, to enhance audience and cultural understanding.
What You Will Need
Understanding of various qualitative and quantitative tools such as TGI, GWI, Unmetric, and Talkwalker.
Capability to mine and articulate media/consumer insights.
Understanding of the media ecosystem and cultural tentpoles, with the ability to craft points of view on how clients can leverage them (e.g., emerging sports partnerships).
Minimum Qualifications
MBA
5+ years of experience in Qualitative or Quantitative Research.
A keen interest in consumer behavior, the media landscape, brands, and marketing.
