About this role
Develop and implement strategic qualitative research initiatives, including IDIs and focus groups to uncover deep user insights, cultural contexts, and white space opportunities. Translate qualitative findings into actionable insights that influence brand strategy, feature positioning and messaging, and marketing campaigns. 7+ years in consumer insights, market research, brand strategy, or related fields. Proven ability in designing and conducting qualitative research (IDIs, focus groups, ethnographies) and translating complex consumer insights into strategic business recommendations that drive measurable results. Experience with interpreting brand health tracking studies and ability to explain the "why" behind movement. Extensive experience in developing brand strategy narratives, briefs, and positioning statements. Exceptional storytelling skills, able to communicate complex insights simply and persuasively to marketing stakeholders. Familiarity with creative testing methodologies, message optimization, and campaign effectiveness metrics. Proactively monitor cultural trends, youth subcultures, and social conversations to keep the brand relevant and resonant. Hands-on experience using social listening and cultural trend analysis tools. Experience with quantitative analysis, survey data interpretation, and collaboration with analytics teams is a plus. Comfort operating with ambiguity and building process in a first-of-its-kind, cross-functional role. Thrives in a fast-paced environment and embraces change. Passionate about learning, experimenting with new research methods, and staying ahead of cultural and market shifts. Design and execute creative testing plans, partnering with the Marketing team to optimize messaging and campaigns prior to launch. Develop cultural foresight reports specific to Tinder's audience — identifying emerging trends, evolving social norms, and emergent youth cultures relevant to Tinder's brand and users, enabling proactive strategic planning. Build and compound institutional knowledge over time, serving as the trusted, long-term strategic advisor to Brand, PMM, and Product teams. Support the management of comprehensive brand health studies tracking awareness, consideration, sentiment, brand attributes etc.