Director, Primary Research & Ad Experimentation

NBCUniversal • New York, NY

2d • $140,000 - $160,000 • Hybrid

About The Position

NBCUniversal is seeking a Director of Primary Research within the Insights & Measurement team to execute research initiatives on behalf of the Ad Sales organization. These initiatives are in support of NBCU’s broadcast, streaming (Peacock), and digital platforms.
The Director will spearhead custom research studies to help guide key strategic decisions for the business. The scope of topics will vary, but the Director will be keenly focused on Ad Load & Ad Innovation Product Testing and Creative Testing – while also spearheading audience intelligence explorations among viewers of NBCU’s Sports properties, including but not limited to the Olympics.
Day to day, the Director will consult with internal stakeholders to determine key objectives for upcoming projects, ideate on the right solution to solve these objectives, and steward each initiative from design to delivery. In this role, you will support the Vice President of Primary Research and partner with multiple stakeholders across the Ad Sales organization. The ideal candidate is a researcher ready to drive impact and craft development of proprietary insights.

Requirements

• 9+ years as a researcher at a media brand or agency. Supplier-side experience a plus.
• 4+ years of managerial experience, leading a team of researchers across multiple disciplines.
• Expertise in leading, designing, executing, and reporting on quantitative (surveys, segmentations, market sizing) and qualitative methodologies (focus groups, virtual communities, in-depth interviews).
• Strategic thinker with strong interest in advertising/media research, consumer behavior, and media usage.
• Demonstrated curiosity about the ad sales business and consumer viewing behaviors while applying innovative methodologies to strengthen consumer insights.
• Experience mining large data sets and using data to tell clear and compelling stories.
• Experience with survey scripting and/or data analysis platforms like Qualtrics, Decipher, Quantilope, DisplayR, Crunch.io.
• Experience in leveraging digital measurement applications, ad effectiveness and syndicated research tools (e.g. Adobe Analytics, comScore, iSpot, EDO, KMB, MRI, YouGov, etc.). Understanding of Brand Lift and Attribution methodologies a plus.
• Strong proficiency in Microsoft Excel and PowerPoint required.
• Team player with excellent communication and interpersonal skills. Focused on cultivating and growing strong internal and external relationships.
• Capable of handling multiple projects in a fast paced, deadline-driven environment.
• Able to clearly represent technical and methodological concepts to non-technical stakeholders.
• Strong communicator with executive presence and ability to effectively present findings to peers, stakeholders, and leadership.

Responsibilities

• Design and implement quantitative and qualitative research initiatives for the portfolio of NBCU brands.
• Partner with cross-functional teams to help identify relevant business issues, research objectives and hypotheses to land on the right methodological approach, with the ultimate goal of driving advertiser demand with those insights.
• Craft research instruments like surveys, discussion guides, and banner plans while managing fieldwork, analyzing data, and extracting core insights.
• Synthesize and interpret large datasets to develop new perspectives on consumer viewing behavior, while also leveraging third party data to contextualize and amplify the learnings.
• Uncover insights in an agile, dynamic business environment via multi-methodological approaches, inclusive of AI-based tools.
• Build and manage relationships with external research vendors while developing internal research capabilities – and, to ensure adherence to industry best practices, stated timelines and data rigor.
• Collaborate with peers across the Insights & Measurement team to support each other’s work, integrate processes, and contribute to a culture of collaborative growth.

Benefits

• This position is eligible for company sponsored benefits, including medical, dental and vision insurance, 401(k), paid leave, tuition reimbursement, and a variety of other discounts and perks.

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed
• Number of Employees: 5,001-10,000 employees