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The Customer Research Manager is responsible for leading and managing customer research and market intelligence initiatives to generate actionable insights into customer needs, behaviors, preferences, satisfaction, and market dynamics, supporting data-driven business decisions. The role develops and executes a comprehensive research activity (quantitative and qualitative) covering brand health, social listening, customer experience, communication effectiveness, competitive intelligence, customer segmentation, and emerging market trends. The role involves employing advanced research methodologies and analysis, transforming complex data into meaningful insights and enabling the business to take proactive actions that improve customer experience. Reporting to the Head of Brand Strategy & Customer Insight, the Customer Research Manager translates research findings into meaningful business recommendations and tracks related action plans to monitor progress and outcomes.

1. Research Planning & Management

• Conduct market & product research via in-house or external panels or agencies.
• Oversee end-to-end quantitative and qualitative research activities, including research design, methodology, questionnaire development, data collection, analysis, and reporting.
• Lead research initiatives covering brand health, customer experience, communication effectiveness, customer segmentation, retention, churn, and other emerging business needs.
• Analyze quantitative and qualitative research data applying appropriate analytical techniques to identify trends, performance gaps, and underlying factors influencing customer behavior.
• Manage multiple research projects simultaneously, ensuring research quality, timely delivery, and effective coordination with relevant stakeholders.

2. Social Listening & Competitive Intelligence

• Lead social listening and online customer sentiment analysis to monitor brand reputation and customer conversations.
• Track sentiment trends, brand reputation, customer concerns, emerging issues, and campaign responses across social media and emerging digital platforms to identify potential risks and opportunities.
• Regularly monitor industry news, competitor activities, new products, campaigns and emerging trends in consumer behavior to address pain points and uncover the unmet needs.
• Provide early-warning insights to relevant stakeholders for reputation management and business response.

3. Management Reporting & Presentations

• Transform complex research findings into clear, actionable insights and actionable recommendations.
• Prepare visually appealing research reports and dashboards, using impactful data visualizations to communicate key performance trends and customer insights.
• Present and articulate research findings clearly and confidently to management and cross-functional stakeholders, using compelling storytelling to communicate key insights, actionable recommendations, and areas requiring action.

4. Vendor Management

• Manage agencies (research and social listening) relationship & negotiate service agreements in collaboration with procurement, ensuring that vendors deliver high-quality work within agreed timelines and budgets.
• Track and update the overall consumer research spending and responsible for contract and raising purchase orders.

Key Performance Indicators (KPIs)

• Research Delivery & Operational Excellence: Timely completion of planned research initiatives in line with agreed objectives, timelines, quality standards, and actionable insights.
• Research Quality & Accuracy: Ensure reliability, accuracy, and methodological soundness of research findings and deliverables.
• Management Reporting & Presentation: Timely delivery of high-quality, visually appealing reports and dashboards, with clear articulation of key insights and business implications.
• Action Plan Tracking: Regular monitoring and reporting of agreed action plans, implementation progress, and outstanding actions.

Education

• Bachelor’s degree in business management, Economics, statistics, or a related field
• Master’s degree in marketing, Communications, or a related field (preferred).

Experience

• 5–7+ years of experience in market research, customer insights, customer research, or similar roles, preferably in the telecom industry

Key Skills

• Research & Analytical Expertise: Strong command of quantitative and qualitative research, statistical analysis using relevant tools, and end-to-end research project management.
• Strategic Thinking & Storytelling: Ability to interpret complex data, identify business implications, and translate research findings into actionable insights and compelling management presentations.
• Data Visualization & Communication: Excellent English communication and presentation skills, with the ability to develop visually appealing reports and dashboards; proficiency in Tableau or Power BI is an advantage.
• Project & Stakeholder Management: Strong planning and organizational skills, with proven ability to manage multiple projects, external agencies, and cross-functional stakeholders independently.
• Results-Driven Mindset: Detail-oriented, proactive, and open to learning, with a strong sense of ownership, commitment to delivering high-quality work, and can-do attitude.