FILINVEST LAND, INC.
JOB SUMMARY
The Qualitative Insights Lead / Manager is responsible for uncovering deep customer motivations, perceptions, and behaviors through qualitative research methodologies.
The role generates human-centered insights that inform marketing strategy, product development, and customer experience design across Filinvest Land.
KEY RESPONSIBILITIES
1. Qualitative Research Design and Execution
- Design and conduct qualitative research programs including focus groups, in-depth interviews, ethnographic studies, and customer journey explorations.
- Ensure research methodologies generate rich and reliable insights into customer attitudes and behaviors.
2. Customer Behavior and Motivation Analysis
- Analyze customer narratives and behavioral patterns to identify emotional drivers, purchase motivations, and barriers to adoption.
- Develop insights that inform brand positioning, marketing communication, and product design.
3. Customer Persona and Journey Development
- Develop customer personas representing key buyer segments across Filinvest Land's residential and commercial portfolio.
- Map end-to-end customer journeys to identify critical experience moments and improvement opportunities.
4. Insight Synthesis and Storytelling
- Translate qualitative findings into clear narratives and strategic insights that guide marketing and business decisions.
- Present research findings through compelling storytelling formats that resonate with stakeholders.
QUALIFICATIONS
- Bachelor's degree in Communication Research or a related field
- Graduate studies in behavioral science, marketing, or research preferred
- Minimum of 610 years of experience in qualitative research or consumer insights roles
- Proven track record in conducting FGDs
- Progressive experience in market research firms
- Strong foundation in data-driven storytelling and consumer insights
- Extensive experience in rigorous market analysis and methodology
SKILLS AND COMPETENCIES
- Qualitative research methodologies
- Behavioral and consumer psychology analysis
- Insight storytelling and narrative development
- Facilitation and interviewing expertise
