Qualitative Research Head
Toluna Federal Territory of Kuala Lumpur, Malaysia
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.
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 DevelopmentActively 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.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 BuildingLead, 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.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).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 InsuranceTransportJoin 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.
Seniority Level
Director
Employment Type
Full‑time
Job Function
Research
Industries
Market Research
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