Director, Consumer Research

Once upon a time, stories lived only on pages. Then, we brought them to life through sound.Pocket FM is revolutionizing audio storytelling, turning immersive fiction into long-form, binge-worthy experiences. With over 100,000 hours of content, 200,000 creators, and 100 million listeners, we are one of the world’s largest audio streaming platforms. Our listeners spend an average of 150+ minutes per day with us, streaming more than 4 billion minutes of audio series every month.The Director, Consumer Research will be responsible for helping Pocket understand how people discover, experience, and emotionally connect with stories on our platform. In this role, you’ll sit at the intersection of user behavior, culture, and product development, translating qualitative and quantitative insights into clear, actionable recommendations that shape our roadmap.The ideal candidate for this role is someone who’s curious about why people watch, play, share, and obsess over the content that they love.Responsibilities:Own Deep Consumer UnderstandingBuild and maintain rich audience profiles that go beyond demographics, including:Lifestyle habits (media consumption, interests, shopping behavior, cultural touchpoints)Motivations, emotional drivers, and preferencesAnswer foundational questions like:Who is our core listener?What do they care about?How does Pocket fit into their daily life?Conduct Mixed-Methods ResearchAnalyze first-party data (app behavior, cohorts, retention, engagement)Design and execute:SurveysInterviewsFocus groupsCultural and trend researchSynthesize qualitative and quantitative inputs into cohesive insightsDeliver Clear, Executive-Ready InsightsCreate insight decks, reports, and narratives for leadershipTranslate findings into recommendations that influence:Brand strategyCreative directionCampaign planningGo-to-market decisionsPresent insights clearly to non-technical stakeholdersIdentify Brand & Partnership OpportunitiesMap companies, brands, and platforms with overlapping audiencesIdentify affinity categories (fashion, beauty, lifestyle, entertainment, tech, etc.)Inform partnership strategy by showing where our audience already lives and spendsBe the Voice of the ConsumerAdvocate for audience-first thinking across Brand, Growth, and Content teamsHelp ensure decisions are grounded in real consumer insight, not assumptionsQualifications:Experience4–8+ years in consumer research, insights, market research, or brand strategyExperience working with consumer-facing products, media, entertainment, or lifestyle brandsProven ability to influence strategy through insights (not just report data)Core SkillsMixed-Methods Research: Strong in both qualitative and quantitative approachesInsight Storytelling: Can turn complex data into clear, compelling narrativesStrategic Thinking: Understands how insights connect to business outcomesExecutive Communication: Comfortable presenting to senior leadersBonus (Nice to Have)Experience in media, entertainment, audio, or creator-driven platformsFamiliarity with cultural trend analysis or youth / fandom-driven audiencesExperience partnering with brand, growth, or partnerships teams