Consumer Analyst

LIPTON Teas and Infusions; Karachi Division; Hybrid; PKR 900,000 - 1,300,000; Full time

Job summary

LIPTON Teas and Infusions is seeking a Consumer Analyst in Market Insights & Media Performance to translate consumer data into actionable insights and support media analytics initiatives. You will collaborate with Marketing, Media, Insights and external partners, developing skills in media KPIs and campaign evaluation while leveraging traditional consumer research strengths.

The role emphasizes growth into media analytics, data-driven marketing and cross-functional storytelling to inform

Qualifications

• 3–4 years of relevant professional experience in consumer/market insights or a similar role.
• Hands-on exposure to consumer research or market research.
• Strong analytical, problem-solving and communication skills.
• Good understanding of quantitative and/or qualitative research methodologies.

Responsibilities

• Analyse quantitative and qualitative research to identify consumer, category and market insights.
• Support research projects on consumer behaviour, attitudes, usage, brand health and category trends.
• Interpret data and translate findings into clear, commercially relevant insights.
• Support questionnaire development, research briefs, analysis and reporting as required.
• Collaborate with internal stakeholders to ensure outputs address business questions.
• Monitor competitor and market developments to identify trends and opportunities.
• Develop understanding of media fundamentals, measurement frameworks and key media performance indicators.
• Support analysis of campaign and media-performance data across channels.
• Assist with post-campaign analysis and interpretation of results.
• Connect consumer, market and media information to build holistic understanding of campaign effectiveness.
• Develop proficiency in media analytics tools through training and exposure.

Skills

Consumer research

Data interpretation

Excel

PowerPoint

Communication

Education

Bachelor's degree in Marketing/Business/Analytics

Tools

Power BI

Job description

Consumer Analyst – Market Insights & Media Performance

We are looking for a Consumer & Market Insights (CMI) professional with experience in a research agency or consumer-insights role on the client side.

The ideal candidate will bring a strong foundation in consumer research, data interpretation and insight generation, with an interest in expanding their capabilities into media analytics and measurement. There will be structured learning and on-the-job development in other marketing aspects as an essential part of the role.

This opportunity would suit someone who enjoys working with consumer and market data but is keen to broaden their exposure beyond traditional research into media, campaign performance and data-driven marketing.

Key Responsibilities

• Analyse quantitative and qualitative research to identify relevant consumer, category and market insights.
• Support research projects covering areas such as consumer behaviour, attitudes, usage, brand health and category trends.
• Interpret data and translate research findings into clear, commercially relevant insights.
• Support questionnaire development, research briefs, analysis and reporting where required.
• Work with research partners and internal stakeholders to ensure research outputs address business questions.
• Monitor competitor, consumer and market developments to identify emerging trends and opportunities.

Media Analytics & Measurement

• Develop an understanding of media fundamentals, measurement frameworks and key media performance indicators.
• Support analysis of campaign and media-performance data across relevant channels.
• Assist with post-campaign analysis and interpretation of campaign results.
• Connect consumer, market and media information to help build a more holistic understanding of campaign effectiveness.
• Develop proficiency in relevant media analytics, reporting and measurement tools through training and practical exposure.

Reporting & Stakeholder Support

• Create clear reports, presentations and dashboards that communicate findings effectively.
• Turn complex datasets into concise observations and actionable insights.
• Collaborate with Marketing, Media, Insights and agency partners on business questions and analytical requirements.

Experience & Qualifications

• 3 - 4 years of relevant professional experience in:
• Consumer/market research agency, or
• Client-side Consumer & Market Insights / Consumer Research role.
• Hands-on exposure to consumer research or market research.
• Experience analysing research/data and translating findings into meaningful insights.
• Good understanding of quantitative and/or qualitative research methodologies.
• Strong working knowledge of Excel and PowerPoint.
• Strong analytical, problem-solving and communication skills.
• Genuine interest in developing expertise in media analytics, measurement and data-driven marketing.

Preferred

• Experience working on consumer-facing categories, particularly FMCG, is advantageous.
• Exposure to brand health, U&A, segmentation, concept/product testing, consumer behaviour or similar research.
• Familiarity with research/data platforms or reporting and visualisation tools.
• Exposure to Power BI, dashboards or other analytical tools would be beneficial.
• Experience presenting or communicating research findings to business stakeholders.

What We Are Looking For

We are looking for someone who:

• Has a strong consumer and insights mindset.
• Is naturally curious and comfortable working with data.
• Can move beyond reporting numbers to explain what the data means and why it matters.
• Is comfortable learning a new discipline and wants broader exposure to media and marketing analytics.
• Is not required to have previous media-planning experience.
• Is interested in building a broader analytics career rather than remaining exclusively within traditional consumer research.
• Is collaborative, organised and comfortable working with multiple stakeholders.

This role is designed to provide a bridge between Consumer & Market Insights and Media Analytics.

The successful candidate will receive exposure and development in areas such as media fundamentals, campaign measurement, media KPIs, performance analysis and post-campaign evaluation, while bringing their existing consumer-research skills into the team's broader media and data agenda.