Consumer Insights (Mass) Specialist

Summary:
We are seeking a culturally aware and data-driven Insights Specialist to support insight development for diverse ethnic communities (e.g., Malay, Chinese, Indian, Indigenous, and other minority groups). This role is dedicated to understanding the diverse ethnic communities in Malaysia, including their behaviors, preferences, and challenges. You will leverage research and analysis to provide actionable insights that inform inclusive and effective strategies for products, services, or programs tailored to these communities.

Key Responsibilities:

1. Cultural Research & Data Analysis:
• Conduct in-depth research on the behaviors, preferences, and trends across Malaysia’s diverse ethnic communities (e.g., Malay, Chinese, Indian, Indigenous, and other minority groups).
• Analyze qualitative and quantitative data to uncover actionable insights that reflect the needs and aspirations of these communities.
• Extend insight analysis into how cultural identity influences product usage, communication resonance, and brand trust.
  
  
2. Stakeholder Collaboration:
• Partner with community leaders, cultural organizations, and local stakeholders to gather input and validate findings.
• Collaborate with internal teams to ensure that cultural nuances are integrated into decision-making processes.
• Work closely with Brand & Marketing, Product, and Go-To-Market (GTM) teams to translate insights into commercial positioning and messaging frameworks.
  
  
3. Market Insights & Reporting:
• Develop comprehensive reports and visualizations that showcase findings, trends, and actionable recommendations.
• Present insights to internal and external stakeholders, ensuring clear communication of complex ideas.
• Support post-campaign Brand Health tracking for selected campaigns and segments based on the brief requirements.  
  
  
4. Program Design Support:
• Assist in designing culturally relevant programs, campaigns, or services based on research findings.
• Evaluate the effectiveness of existing initiatives and recommend improvements to better align with community needs.
  
  
5. Trend Monitoring:
• Stay updated on socio-cultural, economic, and political developments affecting Malaysian ethnic groups.
• Monitor shifts in attitudes, preferences, and behaviors to anticipate future opportunities and challenges.

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Qualifications:

• Education
  Masters/Bachelor’s degree in Anthropology, Sociology, Market Research, Ethnic Studies, Data Analytics or a related field. Equivalent experience will be considered.
  
  
• Experience:
• 5-8 years of experience in market/consumer insights, research, business strategy, or marketing intelligence roles.
• Experience conducting qualitative and quantitative research and translating findings into strategic recommendations.
• Proven ability to deliver actionable insights that inform brand positioning, go-to-market strategies, and commercial messaging.
• Experience in cultural/ethnicity-driven research or segmentation work is an added advantage.

• Skills & Competencies:
• Strong understanding of Malaysia’s cultural diversity and the telco business landscape.
• Proficiency in research methods, including surveys, focus groups, and interviews.
• Ability to use data visualization tools (e.g., Tableau, Power BI) and basic data analysis platforms.
• Excellent communication and presentation skills to engage both technical and non-technical audiences.
• Exposure to SME/Enterprise (Mobile + Solutions) audience trends is an added advantage.

• Language Skills:
• Fluency in English and Bahasa Malaysia is required.
• Knowledge of other Malaysian languages or dialects (e.g., Mandarin, Tamil, Indigenous languages) is a strong advantage.