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 Understanding
- Build and maintain rich audience profiles that go beyond demographics, including:
- Lifestyle habits (media consumption, interests, shopping behavior, cultural touchpoints)
- Motivations, emotional drivers, and preferences
- Answer foundational questions like:
- Who is our core listener?
- What do they care about?
- How does Pocket fit into their daily life?
Conduct Mixed-Methods Research
- Analyze first-party data (app behavior, cohorts, retention, engagement)
- Design and execute:
- Surveys
- Interviews
- Focus groups
- Cultural and trend research
- Synthesize qualitative and quantitative inputs into cohesive insights
Deliver Clear, Executive-Ready Insights
- Create insight decks, reports, and narratives for leadership
- Translate findings into recommendations that influence:
- Brand strategy
- Creative direction
- Campaign planning
- Go-to-market decisions
- Present insights clearly to non-technical stakeholders
Identify Brand & Partnership Opportunities
- Map companies, brands, and platforms with overlapping audiences
- Identify affinity categories (fashion, beauty, lifestyle, entertainment, tech, etc.)
- Inform partnership strategy by showing where our audience already lives and spends
Be the Voice of the Consumer
- Advocate for audience-first thinking across Brand, Growth, and Content teams
- Help ensure decisions are grounded in real consumer insight, not assumptions
Qualifications:
Experience
- 4–8+ years in consumer research, insights, market research, or brand strategy
- Experience working with consumer-facing products, media, entertainment, or lifestyle brands
- Proven ability to influence strategy through insights (not just report data)
Core Skills
- Mixed-Methods Research: Strong in both qualitative and quantitative approaches
- Insight Storytelling: Can turn complex data into clear, compelling narratives
- Strategic Thinking: Understands how insights connect to business outcomes
- Executive Communication: Comfortable presenting to senior leaders
Bonus (Nice to Have)
- Experience in media, entertainment, audio, or creator-driven platforms
- Familiarity with cultural trend analysis or youth / fandom-driven audiences
- Experience partnering with brand, growth, or partnerships teams