Assistant Manager/Manager - Qualitative Research

About Us

At CoinDCX, our mission is to make crypto and blockchain accessible to every Indian by building products that are secure, intuitive, and trusted.

As crypto evolves from an early-adopter category to a mainstream financial product, understanding people has become just as important as building technology. Every feature we launch, every campaign we create, and every customer experience we design has the potential to influence how millions of Indians engage with digital assets.

Our Consumer Insights team sits at the intersection of Product, Design, Marketing, Strategy, Analytics, and the Founder's Office. We help the organisation move beyond knowing what customers do to understanding why they do it—bringing the voice of the customer into every important business decision.

About The Role

We are seeking a curious, empathetic, and business-minded Qualitative Researcher to join our central Consumer Insights team.

You will be responsible for leading end-to-end qualitative research initiatives that help the organisation deeply understand customers, uncover unmet needs, validate product opportunities, and influence strategic decisions across the business.

This role is critical to building customer empathy across:

• Product discovery and innovation
• User experience and journey optimisation
• Brand positioning and communication
• Customer acquisition and retention strategy
• Market and behavioural understanding

You will work closely with Product, Design, Marketing, Strategy, Analytics, and the Founder's Office to ensure customer understanding remains central to every important decision.

Why This Role Exists

Analytics can tell us what customers are doing. Qualitative research helps us understand why. As CoinDCX continues to scale its products, customer base, and business complexity, there is a growing need for researchers who can uncover motivations, anxieties, unmet needs, and behavioural patterns that cannot be observed through data alone.

There is a critical need for someone who can:

• Discover unmet customer needs before they become obvious to the market
• Help Product and Design teams build experiences customers genuinely value
• Build empathy across the organisation by bringing authentic customer voices into business conversations
• Translate qualitative observations into strategic recommendations that influence decisions
• Establish research as a strategic capability rather than a validation function

This role ensures that customer understanding becomes a competitive advantage for CoinDCX as we build the future of investing and digital finance.

Responsibilities

Customer Discovery & Qualitative Research

• Lead end-to-end qualitative research projects from business problem definition to strategic recommendations
• Design and execute research across customer, product, and brand domains
• Conduct in-depth interviews (IDIs), focus group discussions (FGDs), customer immersions, ethnographic research, diary studies, contextual inquiry, exploratory research, usability studies, and UX research
• Identify customer motivations, barriers, aspirations, unmet needs, and behavioural patterns that influence business decisions

Product Discovery & Innovation

• Partner with Product and Design teams to identify opportunities for new products and improved customer experiences
• Conduct early-stage discovery research, concept testing, and proposition evaluation
• Support product roadmap decisions through deep customer understanding
• Identify whitespace opportunities and emerging customer needs

Insight Generation & Storytelling

• Analyse qualitative data to uncover meaningful patterns and strategic insights
• Translate customer conversations into compelling narratives that influence business decisions
• Develop research reports, frameworks, personas, customer journeys, and opportunity maps
• Present findings to senior leadership through engaging storytelling

Cross-Functional Collaboration

• Partner closely with Product, Design, Marketing, Strategy, Analytics, and Business teams
• Help stakeholders frame research questions and identify the right research approach
• Collaborate with Quantitative Research and Analytics teams on mixed-method studies where required
• Champion customer empathy across the organisation

Research Operations & Capability Building

• Contribute to establishing scalable qualitative research practices and knowledge repositories
• Leverage AI tools to improve research efficiency across interview synthesis, thematic analysis, reporting, and insight generation
• Support the development of repeatable research frameworks and best practices

Requirements

• 3–5 years of experience in qualitative research
• Experience working with leading research agencies such as Kantar, Ipsos, NielsenIQ, Human8, Quantum, FSG, or similar research and consulting firms
• Agency-only experience is absolutely acceptable
• Experience independently leading qualitative research studies
• Strong moderation skills across IDIs, FGDs, customer immersions, and exploratory research
• Exceptional qualitative analysis and synthesis capabilities
• Excellent storytelling and presentation skills
• Ability to identify patterns across customer narratives and translate them into actionable business recommendations
• Experience managing multiple stakeholders and projects simultaneously
• Ability to thrive in ambiguity and solve complex business problems

Nice to Have

• Experience in fintech, investing, trading, crypto, or adjacent consumer technology categories
• Exposure to UX research and product discovery methodologies
• Familiarity with quantitative research fundamentals and mixed-method research
• Experience using AI tools to accelerate research planning, analysis, synthesis, reporting, and insight generation

What You'll Bring

• Deep Customer Empathy
• Exceptional Moderation & Interviewing Skills
• Behavioural Analysis & Pattern Recognition
• Strategic Storytelling & Insight Synthesis
• Cross-Functional Stakeholder Collaboration
• Product Discovery & Innovation Mindset
• AI-Enabled Research Workflows
• Ownership & Business Curiosity

You'll Know You're Winning When

• Product, Design, and Marketing teams proactively seek research before making key decisions
• Customer interviews consistently uncover actionable opportunities for product and business improvement
• Research findings influence product roadmaps, customer experience improvements, and growth initiatives
• Stakeholders reference customer insights during planning and decision-making discussions
• Research outputs become faster, richer, and more scalable through effective use of AI
• Customer empathy becomes embedded across teams rather than existing only within the research function

What Success Looks Like

• A mature qualitative research practice that is trusted across the organisation
• Customer insights directly influence product strategy, design decisions, and brand initiatives
• Product teams develop experiences grounded in genuine customer needs rather than assumptions
• Research becomes a strategic input into business planning rather than a post-decision validation exercise
• The voice of the customer becomes embedded across Product, Design, Marketing, Strategy, and Leadership decision-making