The Manager - Qualitative Research role involves leading consumer insights for sports marketing, strategizing campaigns, and managing qualitative research processes to enhance fan engagement and content strategies.
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.
- 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.
- Work closely with cross-functional teams: Brand, Growth, Content, Partnerships.
- Act as a thought partner in decision-making, not just a research executor.
Consumer & Fan Insights:
Strategic Input for Marketing & Content:
Research Design & Execution:
Insight Storytelling:
Stakeholder Management:
What we are looking for:
- 6–8 years in qualitative research.
- Prior experience with leading research agencies is strongly preferred. Experience 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.
About Us
Perched firmly at the nucleus of spellbinding content and innovative technology, JioStar is a leading global media & entertainment company that is reimagining the way audiences consume entertainment and sports. Its television network and streaming service together reach more than 750 million viewers every week, igniting the dreams and aspirations of hundreds of million people across geographies.
JioStar is an equal opportunity employer. The company values diversity and its mission is to create a workplace where everyone can bring their authentic selves to work. The company ensures that the work environment is free from any discrimination against persons with disabilities, gender, gender identity and any other characteristics or status that is legally protected.
Top Skills
Qualitative Research Methodologies
JioStar Thāne, Mahārāshtra, IND Office
Reliance Corporate IT Park LTD, Build.5, 1st Floor, C-Wi, 5, Thāne, Maharashtra , India, 400701
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