Market Research Manager

The Research Manager is responsible for leading consumer and market research activities to support brand growth, product innovation, and commercial decision-making across LOF’s domestic and international markets.

• This role acts as a strategic business partner to Brand, Trade Marketing, Sales, and R&D teams by translating complex data and consumer insights into clear, actionable recommendations that drive brand performance, successful NPD launches, and long-term market competitiveness.
• The role requires strong analytical expertise, research leadership, and the ability to independently manage multiple research workstreams while ensuring high methodological rigor and business relevance.

Key Responsibilities

1 Cross-functional Collaboration & Business Partnering

• Work independently and collaboratively with Brand, Trade Marketing, Sales, and R&D teams to define research objectives aligned with business priorities.
• Translate market data and consumer insights into clear business implications, opportunities, and strategic recommendations.
• Act as the internal point-of-contact for all research-related inputs supporting brand planning, portfolio strategy, pricing, and innovation decisions.
• Present research findings effectively to senior stakeholders, including Marketing Director, Commercial leadership, and cross-functional forums.

2. Quantitative Research & Market Performance Tracking

• Lead the monitoring, analysis, and reporting of Nielsen RMS, CPS, and Kantar Worldpanel (KWP) data.
• Track category trends, brand performance, market shares, pricing, distribution, and competitive dynamics.
• Conduct deep-dive analyses by: Channel (GT, MT, E-commerce, School, etc.), Geography (national, regional, provincial), Product/formats/price tiers
• Provide practical, insight-driven business recommendations, not just descriptive reporting.
• Ensure consistency and accuracy in reporting dashboards, monthly/quarterly business reviews, and ad-hoc analyses.

3. New Product Development (NPD) Research

• Design, manage, and evaluate consumer research programs supporting NPD, including: Concept Product Testing (CPT), Central Location Testing (CLT), In-Home Testing (IHT)
• Work closely with R&D and Marketing teams to refine product concepts, formulations, packaging, claims, and pricing.
• Interpret test results to support go/no-go decisions, optimization opportunities, and launch readiness.
• Build learning accumulation across projects to strengthen LOF’s innovation capability and success rate.

4. Qualitative Research & Consumer Insights Generation

• Plan and execute qualitative research projects, including: Focus Group Discussions (FGDs), In-depth interviews (IDIs), Consumer surveys (quant-qual hybrid where applicable)
• Develop discussion guides, questionnaires, and screening criteria aligned with learning objectives.
• Synthesize qualitative insights into consumer truths, motivations, unmet needs, and emotional drivers.
• Ensure insights are translated into inspiring, business-relevant implications for brand positioning, communication, and innovation.

5. International & Ad-hoc Research Projects

• Support research needs for international markets (e.g., Indonesia, Cambodia and other LOF priority markets).
• Manage ad-hoc research assignments as required by the business, including competitive benchmarking, market entry studies, and post-launch evaluations.

6. Research Governance:

• Ensure adherence to research best practices, ethical standards, and LOF guidelines.
• Optimize research processes, tools, and methodologies to improve speed-to-insight and business impact.
• Coordinate with external research agencies to ensure quality, cost efficiency, and timely delivery.
• Work with shared-service admin support to manage contracts, paperwork, and payment processes under clear governance

*Work location: 217 Nguyen Van Thu Street, Da Kao Ward, District 1, Ho Chi Minh City.

*Working hours: 44 hours/week, Monday to Friday & Saturday mornings (flexible work-from-home option available).