The Qualitative Consulting Lead is a senior leadership role responsible for shaping and elevating NIQ’s qualitative consulting capabilities across Singapore and Malaysia, while contributing expertise and leadership to broader Qualitative Practice across APAC 

As a recognized qualitative expert, this role leads high impact client engagements primarily in Singapore and Malaysia—translating cultural, behavioural, and human insights into strategic frameworks that influence brand development, innovation pipelines, and customer experience strategies. 

Experience in Ethnography, Semiotics, Design Thinking, Behavioural Science, Cultural Insight, or similarly advanced methodologies is highly valuable and strengthens NIQ’s consultative value across the region.

KEY RESPONSIBILITIES 

Client Advisory & Executive-Level Consulting 

• Serve as senior advisor to key clients, influencing decisions related to brand strategy, innovation, customer experience, and cultural insight. 
• Lead seniorlevel client engagements, delivering highimpact insight narratives and strategic recommendations. 
• Partner with commercial leaders to shape client growth strategies, proposals, and long-term partnerships. 

Research Excellence & Insight Leadership 

• Oversee design and execution of complex, strategic qualitative engagements across multiple markets. 
• Guide the application of advanced qualitative methodologies such as ethnography, cultural immersions, semiotics, behavioural frameworks, and design thinking. 
• Ensure output quality through rigorous storytelling, synthesis, and strategic clarity. 
• Champion thought leadership initiatives (white papers, presentations, conferences, internal capability building). 

People Leadership & Capability Development 

• Lead, mentor, and develop qualitative consultants and managers across the region. 
• Build an environment that encourages innovation, rigorous thinking, and mastery of qualitative craft. 
• Drive structured talent development plans and skill building programs for the qualitative community. 

Cross Functional & Regional Collaboration 

• Collaborate with Sales, Customer Success and Operation teams to create integrated insight solutions. 
• Partner with SEA and APAC leadership to support business planning, resource allocation, and strategic priorities. 
• Represent the Qualitative practice in regional steering committees, strategic initiatives, and cross market forums. 

Commercial Growth & Practice Expansion 

• Support revenue growth through leadership in proposal development, pitching, solution design, and client consultations. 
• Identify opportunities to diversify qualitative offerings and scale consulting models across markets. 
• Strengthen NIQ’s reputation as a regional insight leader through external and internal visibility. 

• Bachelor’s or Master’s degree in Psychology, Anthropology, Sociology, Communications, Behavioural Science, Marketing, or related field. 
• 8–12+ years of qualitative research experience, with at least several years in a leadership or senior consulting role. 
• Proven track record in delivering senior stakeholder–level consulting and high impact qualitative insights. 
• Deep experience with advanced qualitative methodologies (ethnography, semiotics, design thinking, etc.). 
• Experience leading multi-market projects in matrixed, multicultural environments. 
• Strong business acumen with proven ability to influence senior clients and commercial outcomes. 

SKILLS & COMPETENCIES 

• Executive-level storytelling & consulting presence 
• Advanced qualitative mastery (ethnography, semiotics, cultural analysis, behavioural insight) 
• Strategic vision & practice leadership 
• People leadership, coaching, and team development 
• Cross-functional collaboration & stakeholder influence 
• Commercial mindset and solution development 
• Analytical and conceptual strength 
• Strong communication, facilitation, and presentation skills 

SUCCESS MEASURES 

• Growth of qualitative revenue in Singapore & Malaysia 
• High client satisfaction and repeat business, expanded solution adoption 
• Consistent delivery excellence: quality standards, on time, on budget 
• Increased practice visibility through thought leadership and workshops 
• Strong team health: engagement, development, retention, and capability uplift 
• Demonstrable APAC contribution via cross market initiatives and shared best practices 

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://www.nielseniq.com/global/en/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

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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