Qualitative Consulting Associate Director SEA MT

About the Position

We are seeking a senior qualitative research and consulting leader to help drive the next phase of our qualitative consulting practice across APAC. This is a high-visibility regional role that partners closely with regional qualitative leaders and in-market teams to deliver strategic, multi-market qualitative engagements and elevate how insight is generated, synthesized, and activated. The focus goes beyond research execution into storytelling, sense-making, workshopping, co-creation, and solutioning, ensuring insights translate into action.

Responsibilities

Qualitative Consulting & Practice Development

• Partner with regional qualitative leaders to advance the APAC qualitative consulting practice
• Shape and embed best practices in consulting-grade qualitative design, synthesis, and storytelling
• Serve as a senior thought partner and advisor on complex or high-stakes client engagements
• Help define and execute the regional qualitative consulting strategy, including new offers and ways of working

Multi-Market Consulting

• Partner with in-market teams to design, lead, and support high-impact, multi-market qualitative studies
• Take responsibility for cross-market synthesis, ensuring local nuance is translated into regional insight
• Elevate consistency, rigor, and strategic value of qualitative outputs across markets
• Support markets on engagements that require senior-level framing, storytelling, and client influence

Convergence Lead: Qual, Quant & AI-Enabled Methods

• Lead qual-quant convergence on strategic studies, ensuring qualitative insight is anchored in broader data signals
• Integrate AI-supported qualitative methods responsibly
• Act as a bridge between methodological innovation and real consulting value

Insight Activation, Workshopping & Co-Creation

• Translate insights into clear implications and actions, not just findings
• Design and facilitate client and internal activation workshops
• Partner with leaders to help shape products, solutions, and activation roadmaps

Storytelling, Enablement & Capability Building

• Set standards for storytelling quality - narrative logic, clarity, and impact
• Coach and enable market teams on:
  • Consulting-grade storytelling
  • Multi-market synthesis
  • Activation-led qualitative delivery
• Contribute to internal training and capability initiatives across APAC

Stakeholder Visibility

• Represent qualitative thinking with credibility in senior client forums and regional discussions
• Act as a connector-aligning people, markets, and thinking across the region

Requirements

Qualifications

• 10+ years of qualitative research experience, with strong multi-market APAC exposure
• Proven background in consulting-led qualitative work, not just research delivery
• Track record of acting as a trusted advisor to senior clients and internal stakeholders

Technical & Consulting Expertise

• Deep qualitative expertise across classic and new qual methods
• Strong experience in cross-market synthesis and insight storytelling
• Practical experience in AI-enabled research methods
• Hands-on experience in workshopping, facilitation, and co-creation

Mindset & Capabilities

• Strong consulting mindset: strategic, commercial, outcome-oriented
• Comfortable operating at both thinking and delivery level
• Influences across markets without formal authority
• Clear, confident communicator who can simplify complexity
• Energized by building, shaping, and evolving a practice

We Offer

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

About the Company

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

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 Diversity and Inclusion page.

Note: 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 where permitted by law, please contact your local HR representative. For more information, please visit NIQ’s AI Safety Policies and Guiding Principles.