Manager, Consumer Insights (qualitative, social listening analytics focus)

This position is to act a key lead in providing qualitative consumer insights and market insights to help Hong Kong Disneyland (HKDL) develop the understanding of current and future guests to the resort. 

This role will have two key focus areas:

Acting as lead on qualitative research initiatives supporting all Lines of Business.  Coordinating with partner agencies to lead projects end to end or conducting research personally for quick turnaround briefs. Oversee social listening capabilities and insight generation to enhance our understanding of the impact of market activations across paid/earned/owned media.

Job Responsibilities:

• Lead the execution, development and analysis of qualitative research through face-to-face or online focus groups and in-depth interviews and also ethnographies and any other applicable methodologies
• Oversees the management of projects led by partner agencies and conducting in-person research
• Synthesize the findings to identify key themes, trends, patterns and actionable insights
• Utilize social listening data and content analysis to unveil insights around HKDL across paid, earned and owned content.
• Collaborate with cross-functional teams and different lines of business to integrate consumer insights into business strategies
• Leverage additional approaches and methodologies such as trend spotting, semiotics etc to ensure the business has a current understanding of the cultural zeitgeist across core demographic targets and target markets

Job Requirements:

• Bachelor’s degree or above in marketing, communications, psychology, business or social sciences
• 10+ years with relevant end to end qual experience both client and agency side with social media listening tools and analysis exposure/experience, preferably within travel and entertainment related industry 
• Demonstrated hands-on experience in customized market research and/or management consultancy projects with expertise in social data and content analysis
• Capable of translating technical findings into actionable recommendations with stakeholders of all levels
• Strong business acumen with data analytical capabilities to manage ambiguity and complexity
• Fluent in Cantonese, Mandarin, and English

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