Manager/ Senior Manager - Consumer Insights

Gurugram, Haryana, India | Marketing | Full-time


About Grofers:

Having launched in December 2013, Grofers is now the 5th largest organized grocery retailer in India with operations in 16 cities. Grofers became the largest e-grocer in the country with an annualized GMV run-rate of $700mn on the back of its flagship event Grand Orange Bag Days in August 2019. The online grocer also runs the largest grocery membership program in the country called Smart Bachat Club and has over 1.2 million transacting users a month. Grofers is now foraying into the offline retail space through a partnership with neighbourhood Kirana stores which would allow the e-grocer to further disrupt the category and open a new source of growth with an omni-channel strategy.

Marquee investors in the organization are SoftBank Vision Fund, Tiger Global and Sequoia Capital.


Objective of the Role:

We are looking at an accomplished research and insights professional to manage the consumer life cycle aimed at retention and growth. Execution of projects that provide systematic development of deep, actionable consumer insights and supporting the marketing team to convert them into business-building initiatives.


Key Responsibilities:

  • Improving our businesses understanding of Consumer Insights and translating that into action that provides better solutions for customers aimed at growing carts, order frequency, retention and loyalty
  • Deep dive into consumers/ customers behaviours and decision making to identify insights through which we can increase their preference for our brand
  • Should have experience in CSAT/NPS, Brand Health Tracking – Equity & Communication Effectiveness, Ad Hoc Studies (Concept tests, U&A, Communication Development Test, Product Test)
  • Adept in handling qualitative researches - Ethnography, FGD’s, IDI’s, Dyiads, Content analysis
  • Data analytics experience a plus. Ability to synthesize research data with internal behavioural data
  • Linking all research and insight work with business outcomes
  • Recruit and guide best-in-class partners/ research agencies to support process
  • Develop processes of routinely gathering and analysing customer data from different sources to be able to gain insights on a continuous basis, and documenting the same
  • Train insight tele callers on data collection, basic analysis in excel, power point reporting etc
  • End to end planning, execution and dissemination of research findings in a fast-paced research-based decision driven environment


Desired Skills & abilities:

  • MBA (Marketing) or master’s in psychology / Economics / Statistics
  • Minimum 5 years of experience in consumer insights domain in FMCG / Retail / E-commerce with a mix of qualitative and quantitative studies
  • Prior experience in FMCG market research is mandatory (either in business / agency)
  • Experience in shopper marketing/ shopper insights, digital insights, brand marketing a plus
  • Combination of FMCG and Research Agency experience would be ideal, however profiles who have worked only in market research agencies, or only in FMCG companies also would be considered
  • Adept at developing strong relationships with internal partners, stakeholders and insights partners ensuring consumer centric insights agenda is delivered against objectives
  • Excellent project management skills: ability to manage multiple projects within deadlines; delivering actionable insights within the time and budget
  • Experience breaking down and summarizing research information for verbal and/or written communication across a variety of audiences
  • Open to working in a fast paced, unstructured environment