Florida-Based Marketing Research Internship

Marketing Research – Florida Customer Insights
Location: Florida, USA
Engagement: Internship
Function: Marketing & Consumer Insights
Brand: Tanishq – International Business

About Titan & Tanishq:

Titan Company Limited, part of the Tata Group, is one of India’s leading lifestyle companies with a diverse portfolio spanning jewellery, watches, eyewear and other consumer businesses. Tanishq, Titan’s flagship jewellery brand, is India’s leading jewellery brand and has built a strong reputation for design, trust, craftsmanship and contemporary Indian jewellery.
Tanishq has been expanding its international presence, with a growing retail footprint in the United States. The US business is operated through TCL North America Inc., a wholly owned subsidiary of Titan Company Limited, established to build and grow Titan’s jewellery retailing business in North America.

Tanishq currently has a growing network of stores across the US, serving both the Indian diaspora and a broader, increasingly diverse customer base. As we expand into new markets, understanding local consumers and building relevance beyond the traditional Indian customer segment is a key priority.

About the Project:

We are looking for a Marketing Research Intern / Young Marketing Specialist based in Florida to undertake a focused consumer research project on the Florida/Orlando jewellery customer.
The Florida market presents an interesting opportunity, with a strong mix of Indian and non-Indian consumers, including customers within the mid and upper-mid income segments that are relevant to Tanishq.

While the Indian customer segment remains an important audience, a key objective for the Florida business is to understand how Tanishq can build relevance and attract non-Indian consumers as well.

The project will involve developing a deeper understanding of the local customer before we determine how best to target, communicate with and acquire this audience.

Key Research Areas:
The research will explore:
• Consumer consumption patterns: How and when do Florida customers purchase jewellery? What occasions, needs and life moments drive jewellery purchases?
• Purchase motivations: What are the key emotional and functional motivations behind jewellery purchases?
• Triggers and barriers: What prompts a customer to consider purchasing from a new jewellery brand, and what prevents them from doing so?
• Brand adoption: What makes customers trust, try and eventually become repeat customers of a jewellery brand?
• Aesthetic preferences: What jewellery designs, styles, finishes, materials and visual aesthetics appeal to the local non-Indian consumer?
• Decision-making parameters: What factors influence jewellery purchase decisions — design, price, quality, craftsmanship, brand reputation, trust, service, convenience, customisation, heritage, etc.?
• Competitive landscape: Which jewellery brands are relevant to the target customer and what makes them attractive?
• Indian vs. non-Indian customers: How do motivations, preferences and purchase behaviours differ across these customer groups?
• Mall vs. standalone retail: Is there a difference in customer behaviour, intent and decision-making when shopping in a mall environment versus visiting a standalone jewellery store?
• Customer journey: How do customers discover brands, evaluate options and ultimately make a purchase?
• Marketing opportunities: What insights could help Tanishq build greater relevance and appeal among non-Indian consumers in Florida?

What Would You Work On?
The project involves:
• In-mall/location observation on shopping motivations and impluses
• Designing a consumer research approach and questionnaire
• Conducting primary research through customer interviews, surveys and/or focus groups
• Speaking to consumers across relevant demographic and income segments
• Studying the Florida/Orlando jewellery and retail landscape
• Analysing existing consumer and market research
• Identifying behavioural and attitudinal patterns
• Comparing mall-based and standalone retail environments
• Synthesising findings into actionable consumer insights
• Developing recommendations for how Tanishq could better engage and attract non-Indian customers

Who Are We Looking For?
We are looking for a young marketing specialist who has an interest in:
• Marketing and consumer behaviour
• Market research
• Consumer insights
• Consumer research
• Market research
• Retail and luxury
• Qualitative or quantitative research
• Data analysis and insights

We are particularly interested in candidates who are curious, analytical, comfortable speaking to people and able to translate observations into meaningful insights.

Ideal Candidate
We are looking for someone who:
• Is based in Florida, preferably with familiarity with the Orlando market
• Has a strong interest in understanding consumers and their behaviour
• Is naturally curious and comfortable conducting primary research
• Can independently structure and execute a research project
• Has strong analytical and storytelling skills
• Can distinguish between observations, insights and assumptions
• Understands the local cultural and retail landscape
• Can convert research findings into practical business recommendations
• Is comfortable interacting with diverse consumer groups

What You Will Gain:

This is an opportunity to work on a live business problem for a global Indian brand entering and scaling in the US market.

You will gain exposure to:
• Real-world consumer research
• Retail and jewellery consumer behaviour
• Brand building in an international market
• Market-entry and customer acquisition thinking
• Consumer segmentation
• Primary and secondary research
• Presenting insights to business and marketing leaders

How to Apply:

Please share your CV/profile along with a short note on your relevant experience or interest in consumer research and why you would be interested in working on this project.

Candidates with relevant research samples, academic projects, case studies or previous consumer research work may also share these along with their application.