The Senior Analyst/ Manager,Qualitative is a mid-senior member of the qualitative practice responsible for delivering high-quality research, driving consultative client engagement, and supporting the growth of the Qualitative customer success team across Thailand, while contributing expertise to broader Qualitative Practice across APAC.

This role requires strong expertise in qualitative research methodologies and the ability to translate cultural, behavioural, and consumer insights into meaningful recommendations for clients. The incumbent will work closely with senior leaders to guide project teams, elevate the standard of qualitative delivery, and strengthen NIQ's position as a thought partner to clients.

Experience in Ethnography, Semiotics, Design Thinking, Behavioural Science, or other advanced qualitative approaches is highly valued and enables deeper strategic impact across engagements.

Research Leadership & Execution

• Lead the design and delivery of qualitative research projects, ensuring methodological rigor and excellence in output.
• Conduct in-depth interviews, focus groups, ethnographies, cultural immersions, and other qualitative techniques.
• Develop research frameworks, discussion guides, and analytic structures grounded in qualitative best practices.
• Synthesize insights into clear, compelling narratives that influence client decision-making.

Client Engagement & Consulting

• Serve as a primary client contact on qualitative engagements, ensuring strong relationship management and consultative partnership.
• Translate consumer insights into strategic recommendations aligned with client priorities.
• Support senior leaders in business development, proposal writing, solution design, and pitching.

Practice & Team Development

• Mentor junior researchers in moderating, analysis, storytelling, and project management skills.
• Support capability building within the qualitative practice, including training, thought leadership, and best practice development.
• Contribute to growing the qualitative pipeline across SEA through partnership with commercial teams.

Insight Quality & Delivery Excellence

• Ensure research outputs meet NIQ quality standards, with disciplined project management and insightful storytelling.
• Review and refine reports, presentations, and deliverables prepared by junior team members.
• Uphold high ethical and methodological standards across all stages of research.

Cross Functional Collaboration

• Collaborate with Sales, Customer Success Consulting & Project Management, Operation and broader Qualitative Consulting teams to deliver integrated insights solutions.
• Work with regional leadership to understand market needs and proactively shape qualitative offerings

• Bachelor's or Master's degree in psychology, Sociology, Anthropology, Communications, Marketing, or related fields.
• 5–7 years of experience in qualitative research within an agency, consultancy, or client-side insights team.
• Strong hands-on expertise in moderating, ethnography, cultural insight work, or design thinking.
• Proven ability to translate qualitative insights into meaningful strategic recommendations.
• Experience managing end-to-end qualitative projects, clients, timelines, and budgets.
• Comfortable working in a fast paced, multimarket, multicultural environment.

Skills & Competencies:

• Strong moderation skills (FGDs, IDIs, ethnography).
• Deep understanding of qualitative methodologies and cultural insight frameworks.
• Exceptional storytelling, synthesis, and presentation skills.
• Strategic thinking with the ability to influence client decisions.
• Strong project management and multitasking capability.
• High collaboration and stakeholder management abilities.
• Curiosity, empathy, and a passion for understanding consumer behaviour.

Our Benefits

• Flexible working environment
• Volunteer time off
• LinkedIn Learning
• Employee-Assistance-Program (EAP)

NIQ may utilize artificial intelligence (AI) tools at various stages of the recruitment process, including résumé screening, candidate assessments, interview scheduling, job matching, communication support, and certain administrative tasks that help streamline workflows. These tools are intended to improve efficiency and support fair and consistent evaluation based on job-related criteria. All use of AI is governed by NIQ's principles of fairness, transparency, human oversight, and inclusion. Final hiring decisions are made exclusively by humans. NIQ regularly reviews its AI tools to help mitigate bias and ensure compliance with applicable laws and regulations. If you have questions, require accommodations, or wish to request human review were permitted by law, please contact your local HR representative. For more information, please visit NIQ's AI Safety Policies and Guiding Principles: https://nielseniq.com/global/en/info/niqs-ai-safety-policies/

About NIQ

NIQ is the world's leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™. NIQ is an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world's population.

For more information, visit NIQ.com

Want to keep up with our latest updates?

Follow us on: LinkedIn | Instagram | Twitter | Facebook

Our commitment to Diversity, Equity, and Inclusion

At NIQ, we are steadfast in our commitment to fostering an inclusive workplace that mirrors the rich diversity of the communities and markets we serve. We believe that embracing a wide range of perspectives drives innovation and excellence. All employment decisions at NIQ are made without regard to race, color, religion, sex (including pregnancy, sexual orientation, or gender identity), national origin, age, disability, genetic information, marital status, veteran status, or any other characteristic protected by applicable laws. We invite individuals who share our dedication to inclusivity and equity to join us in making a meaningful impact. To learn more about our ongoing efforts in diversity and inclusion, please visit the https://nielseniq.com/global/en/news-center/diversity-inclusion