Senior Manager - Consumer Insights, Regional

Requisition ID 3409 - Posted - Corporate (0001) - 1003

Job Title: Senior Manager - Consumer Insights, Regional

Reporting Relationship: Chief Content Officer - South Regional

Purpose: This role will be the voice of the South Indian viewer. This role sits at the intersection of traditional linear TV and the rapidly evolving OTT landscape, requiring a deep cultural understanding of the four primary southern markets: Tamil Nadu, Karnataka, Andhra Pradesh/Telangana, and Kerala. Their goal is to decode the "why" behind the "what." While data tells us what people are watching, you will uncover the emotional drivers, cultural nuances, and unmet needs that dictate content consumption. You will translate these insights into actionable strategies for our content creators, marketing teams, and product developers.

Business/ Channel/ Function: Regional

Experience: 5-8 years in qualitative research, ideally within Media, FMCG, or Ad Agencies.

• End-to-End Research Management: Design and execute qualitative studies, including Focus Group Discussions (FGDs), In-Depth Interviews (IDIs), and ethnographic "day-in-the-life" studies.
• Cultural Semiotics: Identify emerging trends in South Indian pop culture, language, and social values to ensure our storytelling remains authentic and resonant.
• Content Testing: Lead pilot testing for new shows, movie acquisitions, and original web series. Provide feedback on character arcs, pacing, and relatability.
• OTT UX/UI Insights: Conduct usability testing to understand how regional users navigate our OTT platform, identifying friction points in the localized interface.
• Cross-Functional Collaboration: Work closely with the Content (Creative), Marketing, and Product teams to ensure insights are integrated into the business roadmap.
• Fluency in at least two South Indian languages (Tamil, Telugu, Kannada, or Malayalam) is highly preferred. Ability to work collaboratively across teams.
• Strong understanding of the "TV + Digital" hybrid viewing habits of regional households.
• Proficiency in digital ethnography tools and remote moderation platforms.
• You are a "people watcher" by nature. You don't just listen to what a respondent says; you notice their body language, the decor of their home, and the slang they use. You are comfortable traveling to Tier 2 and Tier 3 towns to get a pulse on the "real" India.

CulverMaxEntertainmentPvt Ltd (Formerly known as Sony Pictures Networks India) 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 progressively 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 does not end there. Neither does our search to find people who can take us there.

We focus on creating an inclusive and equitable workplace where we celebrate 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!