Consumer Insights Manager

Role Overview

We are looking for an experienced Consumer Insights Manager with strong quantitative analytical capabilities and expertise in media analytics tools, especially YUMI (BARC). The ideal candidate will also have familiarity with qualitative research methods. This position involves planning and executing consumer research studies, analyzing data to generate meaningful insights that support business strategies, improve channel performance, and enhance viewership and reach.

Key Responsibilities

• Continuously monitor channel performance metrics and provide strategic inputs for business decisions.
• Analyze competitive activities and generate weekly/monthly market intelligence reports for internal use.
• Observe and interpret viewership changes to anticipate gains or losses in channel GRPs.
• Develop an understanding of consumer viewing behaviors and provide recommendations for scheduling new launches and special events.
• Present insights and findings clearly and effectively to a variety of stakeholders.
• Identify priority markets for channel distribution and ensure consistent channel availability in key markets.
• Track the availability of channels and competitor packs to identify opportunities for expansion.
• Collaborate with scheduling teams to offer consumer-research-based input for prime time Fixed-Point Charts (FPC) and break structures, utilizing BARC ratings.

Technical Skills & Experience

• Advanced quantitative data analysis and interpretation skills.
• Experience with qualitative research methodologies.
• Proficient in operating media research software such as YUMI (BARC).
• Comprehensive knowledge of BARC ratings data.
• Understanding of consumer behavior and preferences.
• Familiarity with research tools and techniques relevant to media and entertainment.
• Prior experience in the General Entertainment Television sector is preferred.

Educational and Professional Qualifications

• Master’s degree in Business Administration or a postgraduate qualification in Management.
• A minimum of 8 years’ experience in consumer insights within a consumer-focused industry or agency.

About Sony Pictures Networks India

Sony Pictures Networks India (SPNI), a division of Culver Max Entertainment Private Limited and an indirect subsidiary of Sony Group Corporation, Japan, operates a broad portfolio of premium television channels across multiple languages and genres, reaching over 700 million viewers in India and broadcasting worldwide in more than 150 countries. SPNI is recognized for inclusive work culture and employee engagement, winning numerous awards for excellence in workplace practices and learning programs.