Market Research

Maruti Suzuki India Ltd.; India; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Maruti Suzuki India Ltd. is seeking a Market Research professional to lead end-to-end qualitative and quantitative studies across product planning and strategy. You will design instruments, manage fieldwork, and translate findings into actionable recommendations.

You will drive psychographic profiling, customer segmentation, and persona development, while coordinating with product, marketing, engineering and external partners to inform decisions.

Qualifications

• Strong understanding of research design and methodology.
• Hands-on execution of qualitative and quantitative studies.
• Experience in psychographic assessment and segmentation.
• Ability to translate findings into product requirements.
• Excellent presentation and storytelling skills.

Responsibilities

• Manage end-to-end execution of qualitative and quantitative research studies.
• Coordinate with agencies for recruitment, fieldwork, data collection and reporting.
• Conduct product clinics, home visits, ethnographic studies, FGDs, IDIs, CLTs.
• Monitor study quality, timelines and deliverables.
• Design questionnaires and discussion guides aligned to objectives.
• Develop hypotheses and customer research frameworks.
• Lead psychographic profiling and segmentation work.
• Prepare management-ready insight reports with recommendations.
• Collaborate with Product Planning, Marketing, Engineering, Design.

Skills

End-to-end research execution

Qualitative research

Quantitative research

Questionnaire design

Discussion guides

Moderation & interviewing

Psychographic profiling

Customer segmentation

Consumer personas

Insight synthesis

Data storytelling

Cross-functional collaboration

Stakeholder management

Tools

Power BI

Python

Tableau

SPSS

Job description

Market Research Execution

• Manage end-to-end execution of qualitative and quantitative research studies.
• Coordinate with research agencies for customer recruitment, fieldwork execution, data collection, and reporting.
• Conduct Product Clinics, Home Visits, Ethnographic Studies, Focus Group Discussions (FGDs), IDIs, and Central Location Tests (CLTs).
• Monitor study quality, timelines, and deliverables.

Questionnaire & Discussion Guide Development

• Design structured questionnaires, discussion guides, screeners, and research instruments.
• Translate business objectives into measurable research hypotheses and customer research frameworks.
• Develop probing techniques to uncover latent customer needs, emotional triggers, and purchase motivations.
• Ensure questionnaire reliability and validity for both qualitative and quantitative studies.

Psychographic Assessment & Consumer Understanding

• Lead psychographic profiling studies focusing on:
• Customer mindset and values
• Lifestyle aspirations
• Emotional and functional needs
• Mobility behaviour
• Purchase motivations
• Attitudes toward technology and sustainability
• Develop customer personas and segmentation frameworks.
• Conduct lifestyle & behavioural research to identify future customer trends.
• Convert psychographic insights into actionable recommendations for product planning and strategy.

Data Analysis & Insights

• Analyse qualitative and quantitative research outputs.
• Synthesize information from primary research, customer interactions, social listening, CRM, industry reports, and secondary research.
• Identify customer needs, unmet needs, market opportunities, and whitespace areas.
• Prepare management-ready insight reports and presentations with strategic recommendations.

Stakeholder Management

• Work closely with Product Planning, Marketing, Engineering, Design, Quality, and external research partners.
• Present findings and recommendations to senior stakeholders.
• Support product concept development and customer requirement identification.

Must-Have Skills

• Strong understanding of research design, sampling & methodological applications.
• Hands-on execution of qualitative and quantitative research projects
• Experience in psychographic assessment and customer segmentation
• Experience developing consumer personas and lifestyle frameworks
• Strong moderation and interviewing skills
• Expertise in ethnographic research, home visits, and in-depth interviews
• Data interpretation and insight generation capability
• Excellent presentation and storytelling skills
• Ability to work with & manage cross functional teams (Product Planning, Engineering, Marketing)
• Capability to independently manage multiple research projects from problem definition to final product recommendation

Preferred Skills

• Ability to translate consumer findings into tangible product requirements
• Statistical analysis tools (SPSS, Python, Power BI, Tableau)
• Work on techniques such as Factor Analysis, Cluster Analysis, Conjoint, PSM & other Multivariate approaches
• Social listening and digital consumer analytics
• AI & Digital Research Capability

BASIC UNDERSTANDING OF

• Automotive industry, vehicle segments, Indian customers, New Technologies and competition landscape.
• Excellent understanding of Indian demographic aspects
• Model development process and timelines.
• Emerging Trends in Product, Powertrains, Technology, Design etc.
• Understanding of Global Auto markets.
• Expertise in MS office tools [Power Point, Word, Advanced Excel]
• Expertise in Data Analysis Tools [Eg. Power Bi] will be added advantage

BEHAVIOURAL

• Ability to convert data into meaningful insights
• Excellent presentation & communication skills
• Self-driven, eager to learn and result-oriented.
• Well organized, highly motivated and able to work cross functionally.
• Good problem-solving and analytical skills
• Managing & working w