Qualitative Research Head

Qualitative Research Head – Southeast Asia & Expansion Markets

About Toluna:

Toluna is the global research and insights leader that enables businesses to make smarter, data-driven decisions – faster. For 25 years, we have partnered with the world's leading brands, delivering transformative impact through our advanced technology platform, comprehensive solution portfolio, expansive global first-party panel, and world-class team of leading research experts. Since 2019, we've made significant investments in artificial intelligence to enhance automation, accelerate insight delivery, and unlock deeper understanding at scale. With 40+ offices worldwide, Toluna operates in 70+ countries, redefining the future of insights. Learn more at

Role Overview:

We are looking for an experienced qualitative research leader to head our Qualitative practice across Southeast Asia and emerging expansion markets. This is a pivotal role designed for someone who can build, inspire, and scale a new-age, tech-enabled qualitative research function — blending deep consumer understanding with cutting-edge AI and digital methodologies.

The Qualitative Research Head will spearhead strategy, design, and delivery of insight programs, while driving regional growth through innovation, partnerships, and team development.

Key Responsibilities:

• Strategic Leadership & Growth

• Lead the qualitative research agenda across the region, developing an innovation-driven roadmap for growth.

• Create and execute strategies for expanding qualitative capabilities into new and emerging markets within Asia-Pacific.

• Partner with senior leadership to identify opportunities, establish new market footprints, and align business objectives with client needs.

• Client Partnership & Business Development

• Actively collaborate with Client Directors to build, maintain, and grow key client relationships.

• Co-develop and present compelling business proposals and strategic account plans.

• Lead client meetings, workshops, and strategic discussions to address marketing challenges through consumer insight.

• Research Excellence

• Design and deliver high-impact qualitative studies — both standardized and customized — independently or in collaboration with regional teams.

• Oversee project execution end-to-end: from brief to debrief, ensuring quality, efficiency, and storytelling excellence.

• Integrate technology and AI into qualitative workflows (e.g., digital ethnography, conversational AI, AI-assisted analysis).

• Team Leadership & Capability Building

• Lead, coach, and mentor a regional team of qualitative researchers across markets.

• Lead the Qual Sourcing team for AMEA and guide the Sourcing lead on aligning with biz needs.
• Build a culture of curiosity, innovation, and collaboration; make work both impactful and fun.

• Guide career development and enhance skillsets around tech-enabled and AI-driven qualitative methods.

• Innovation & Integration

• Champion hybrid methodologies combining qualitative insight with synthetic or quantitative data streams.

• Experiment with new tools, platforms, and approaches to enrich the client experience and deliver faster, deeper insights.

Required Skills And Experience:

• Minimum 15 years of experience in qualitative consumer research, brand strategy, or innovation consulting.
• Demonstrated experience working across multiple markets in Asia-Pacific with deep cultural sensitivity and adaptability.
• Proven track record of leading cross-country qualitative studies and driving business growth in a regional role.
• Mastery in qualitative methodologies — including moderating, ethnography, co-creation, and workshop facilitation.
• Experience in tech-enabled qualitative research (online communities, asynchronous platforms, AI-aided moderation or analysis).
• Strong analytical and storytelling skills; ability to translate diverse inputs into actionable strategic recommendations.
• Excellent communication, presentation, and client engagement skills.
• Degree in Sociology, Psychology, Anthropology, Media, Design, or Communications (advanced degree preferred).

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Personal Attributes

• Curious, creative, and forward-thinking mindset.
• Confident leader with an entrepreneurial spirit and regional vision.
• Collaborative yet independent — thrives in fast-paced, high-growth environments.
• Passionate about mentoring teams and pioneering the future of qualitative research.

Core Values We Look For:

• Ownership
  : Takes individual accountability and initiative.
• Forward Mindset
  : Bold, proactive, and entrepreneurial approach.
• Collaborative Curiosity
  : Fosters teamwork with a drive to learn and grow.
• Open Communication
  : Shares ideas freely and commits to team decisions.
• Empathy and Inclusion
  : Strives to be inclusive and respectful, whilst understanding the needs of others.

Employee Benefits:

• Medical Insurance
• Transport
• Internet Allowance

Join Us:

If you are passionate about making an impact and growing within a global leader in insights and market research, we'd love to hear from you. Bring your curiosity, drive, and bold ideas to Toluna – where your work shapes the future of decision-making.