Qualitative Market Research

About The Studio:The Studio, based in Monterrey, Mexico, launched in January 2025. It is a bold collaboration between Sigma Alimentos and IDEO, with a goal to grow it into a global center of excellence for human-centered design and innovation across Sigma. Multi-disciplinary Studio teams, comprised of dedicated IDEO and Sigma staff, work on projects across Sigma’s global portfolio. We imagine and launch new food brands, products, and services that put Sigma’s purpose – Delicious food for a better life – into practice. Anchored in a human-centered design approach, every project begins with a guiding question and ends with a solution that responds to what consumers truly want and need — and what Sigma is equipped to bring to life.About the job:We’re looking for a Qualitative Market Researcher to join our multi-disciplinary team in bringing bold ideas to life through deep consumer insight and empathy (qualitative and quantitative methods) that point towards strategic design opportunities and inspire creative possibilities. This role will be a key contributor to project teams and lead a workstream focused on consumer research, synthesis and opportunity identification. It’s a unique opportunity to shape brands and imagine new consumer products and experiences while growing as a leader in consumer-centricity and food innovation.Main activities:Lead teams in seeking inspiration, creating insights, and turning insight into actionable design direction.Conduct qualitative fieldwork to understand the motivations that drive behaviors.Lead teams through analysis and synthesis to interpret the meaning behind what the team has seen and experienced in the field and turn observations into stories, and insights.Translate insights from the field into design principles and frameworks that can be applied to generate decisions, actions, and ideas.Communicate insights in simple, memorable ways that guide and inspire actions and decisions.Synthesize ideas with others and understand when to diverge or converge during collaborative design phasesCollaborate with multi-disciplinary teams to design presentations, prototypes, and final deliverables.Manage multiple project timelines, support project leads, document and contribute as needed.Actively engage in internal learning, mentorship, and studio-wide initiatives.Share inspiration, explore creative possibilities, and contribute to a culture of creativity and collaborationQualifications / Experience:3-5+ years of design research or analogous experience in journalism, anthropology, sociology, community management, user experience research; brand strategy, analyst or design.Degree in Anthropology, Psychology, Sociology, Cognitive Science, Human Factors, Design or equivalent experience.Professional experience connecting with people deeply and ability to surface and articulate insights.Ability to design research plans (framing questions, picking appropriate methods/approaches, planning, etc.) and to create actionable recruiting plans and strategies.Exploratory research and synthesis capabilities.Ability to conduct interviews with project stakeholders ethnographic-style fieldwork; moderating group conversations; conducting co-design workshops, and engaging users remotely.Basic survey design and analysis (for concept exploration/validation or for segmentation,) preferred. Ability to conduct secondary research, data set analysis, expert interviews, hybrid research. Ability to craft insights and tell stories. Comfortable explaining Design Research to employees and collaborators in presentations or team meetings. Strong written and verbal communication skills.A mindset grounded in curiosity, feedback, collaboration and ownership.Fluency in English and Spanish required.At Sigma, we promote uniqueness. We recognize and celebrate the unique value of people, promoting equal opportunities without discriminating based on political affiliation, culture, age, pregnancy, marital status, gender, nationality, socioeconomic level, maternity, paternity, religion, sexual orientation, ethnic origin, or type of disability.Join our community of more than 60 nationalities in four regions!