Position Purpose:

We are seeking a highly skilled Market Research Specialist to join our LUMSx team and help us identify market opportunities, analyse trends, and inform our course development strategy. The Market Research Specialist will be responsible for the market discovery process, conducting needs analysis, and identifying gaps and trends in the market. This role will involve gathering and analysing data to provide actionable insights that will guide the development of potential courses. The ideal candidate will have a strong analytical mindset, excellent research skills, and the ability to translate data into strategic recommendations.

The individual will report directly to the Program Manager for LUMSx, which is the university’s digital initiative to support online learning, digital learning technologies and research.

Key Accountabilities:

Market Research and Needs Analysis

• Conduct detailed secondary & primary market research to identify trends, opportunities, and threats in the online learning industry.
• Monitor and analyse competitors’ offerings, pricing strategies, and market positioning to identify opportunities for differentiation.
• Monitor industry developments and emerging technologies that could impact the online learning space.
• Ensure the LUMSx department is aligned with the software partner (ilmX) on the product line.
• Devise an optimised research strategy for each course and understand the primary research requirements for every course.
• Define and refine processes for market research and needs analysis.
• Create opportunity briefs: Consolidate insights from Market research to share recommendations for new online offerings with the ilmX team.
• After the research process, make sure that the course instructor, LUMSx team, and the ilmX are aligned regarding the target audience, and content areas of the course.
• Explore possibilities of developing internal courses for LUMS.

Data Analysis and Reporting

• Collect, analyse, and interpret data using statistical tools to identify patterns and provide actionable insights.
• Create detailed reports and presentations to communicate findings to stakeholders.
• Conduct pricing research, analyse customer willingness to pay, and develop pricing models to optimise course pricing and maximise revenue.
• Analyse customer data to identify needs and preferences, and segment the target audience for tailored marketing strategies.
• Estimate market size and growth potential using quantitative and qualitative methods to forecast demand and market trends.

Financial Projections

• Develop financial models to project revenue and profitability for new and existing courses.
• Analyse historical data and market trends to inform financial forecasts.

Strategic Planning

• Collaborate with the content development team to ensure course offerings align with market demand.
• Support marketing & sales teams with data-driven insights to optimise campaign strategies.
• Assist in the development of business plans and strategies based on research findings.

Pilot Testing

• Design and implement effective evaluation procedures and user studies to test course content, video content, and software features for user engagement and learning.
• Compile and share key insights from research and user testing.

Knowledge and Skills:

• Experience using technologies for digital learning environments (e.g., MOOC, Canvas, Blackboard and other digital media).
• Strong analytical skills with the ability to interpret complex data and provide actionable insights.
• Proficiency in market research tools and software (e.g., SPSS, Tableau, Google Analytics).
• Experience in managing projects, especially online education-related projects.
• Strong interpersonal and collaborative skills.
• Effective communication and presentation skills; to inform and respond to questions from faculty, staff, and administrators.

To qualify for the role, you must have:

• At least a Bachelor’s degree in Business, Economics or a related field.
• At least 3 years of Relevant Experience in Market Research, preferably in the education or online learning domain.

If you believe you meet the essential criteria mentioned above, please apply through our recruitment portal. Only qualified candidates will move ahead in the application process.

What We Offer:

A Learning Ecosystem

LUMS offers a dynamic work culture that encourages learning and innovation, skills development, and contribution to areas beyond your job role. You will have the opportunity to learn and interact with the best academic minds in Pakistan, as well as to work with highly experienced professionals.

Intellectual Freedom

We believe in the pursuit of knowledge, provide the freedom to explore across different disciplines and value the diverse expression of all community members for mutual learning and advancement.

Campus Perks

The LUMS campus offers all the facilities and amenities of a world-class university, including a Sports Complex offering international standard courts for badminton, squash, tennis, basketball and volleyball, a FINA certified 25M swimming pool, and separate gyms for women and men. In addition to the LUMS Dining Center, there is a variety of eateries across campus offering popular cuisines, a breath-taking mosque, a medical center, the LUMS Library, car parking as well as transport facilities for females, and a professionally run Day Care Center for children of community members.

Discounts

LUMS also provides a wide range of corporate discounts and internal educational discounts to its community as a token of each member’s value to our community. Our internal educational discounts include waiver of undergraduate tuition fees of employees’ children studying at LUMS, scholarships for master’s programs in several schools, and executive development programs offered by the nationally recognized Rausing Executive Development Center (REDC).

LUMS is an equal opportunity employer. We celebrate diversity and are committed to building an inclusive workplace for all our employees. We do not discriminate on the basis of gender, race, religion, caste, ethnicity, age, non-disqualifying physical or psychological disability or social status. Candidates belonging to minority groups are encouraged to apply.