Consumer Insights & Research Manager

Overview /Objective

The Consumer Insights & Research team focuses on uncovering strategic insights that inform optimization across all business units and stakeholders.  The areas of coverage include (but are not limited to): global fan development, brand health, DE&I, media (e.g., direct-to-consumer, broadcasting), live events, in-stadium experiences, marketing effectiveness, legalized sports betting, corporate partnerships, social responsibility, player engagement, and player health and safety. 

The Manager position is responsible for designing and overseeing the execution of primary research, with support from analysts and third-party vendors/agencies, as well as leveraging a myriad of syndicated data sources to measure relevant consumer preferences and behaviors.  They will drive alignment and communications with key stakeholders and generate robust insights tailored to informing key areas across the business. The role is expected to be flexible to cover various areas within the team’s purview as business needs evolve.

Responsibilities

• Work with industry-leading research vendors to conduct qualitative and quantitative primary research studies oriented toward driving NFL fandom, fueling engagement, and generating value for the NFL, the 32 Clubs, partners, and NFL players.
• Leverage syndicated and proprietary research tools and partner with the internal teams to monitor and distill key insights pertaining to the behaviors, media consumption, and perceptions of NFL fans.
• Project manage planning, execution, and reporting out on NFL primary research projects, including leading internal stakeholder collaboration, vendor management, methodology selection, and optimization, survey and discussion guide design.
• Generate story-driven reports from scratch that provide strategic insights.
• Serve as the insights expert and voice of the fan to key stakeholders across the League, 32 Clubs, and partners.
• Leverage and teach others to utilize various available research applications/tools/sources to generate insightful reports (e.g., MarketSight, Sports Poll, YouGov, AceMetrix).
• Analyze data and generate strategic insights with creative and storytelling packaging with minimal direction.
• Ensure bodies of research and insights formulation are best-in-class with respect to diversity, equity, and inclusion practices.
• Partner with strategy leads across the League to develop insights-driven, fan-centric plans and tactics.

Required Qualifications

• 5+ years of prior experience
• Vendor and/or internal analyst oversight experience; strong project management skills.
• Ability to outline research objectives and quantitative surveys based on business questions and the analysis of prior insights bodies of work.
• Experience synthesizing quantitative and qualitative research results and writing concise, creative, and insightful reports.
• Experience with a range of research methods (e.g., segmentation, online surveys, ethnographies, one-on-one interviews, focus groups).
• Knowledge and proficiency with custom and syndicated media measurement tools
• Analytical platform experience such as Microsoft Excel, SPSS, or Q.
• Bachelor's degree (or higher) in Market Research, Business, Psychology, Anthropology, Sociology, Economics, Mathematics, Statistics, Data & Analytics or a closely related discipline, or equivalent professional work experience.

Preferred Qualifications

• Demonstration of strong people management skills strongly preferred.
• Experience presenting and effectively communicating insights to a variety of stakeholders a plus.
• Understanding of the application of various analytic techniques preferred (e.g., chi-square, t-tests, correlations, regression, factor analysis, cluster analysis, Max-Diff, conjoint analysis.
• Broad familiarity with the sports and entertainment industry; specific, deep understanding of the media and live events landscape a plus.

Other Key Attributes / Characteristics

• Relationship-building skills and the ability to effectively work with cross-functional project teams
• Drive to contribute both strategically and tactically
• Comfort working in a dynamic business environment where quick decision-making is crucial

Physical Demands

• N/A

Travel

• Occasional travel as business needs arise (less than 5% of time) 

Salary / Pay Range

This job posting contains a pay range, which represents the range of salaries or hourly rates that the NFL believes, in good faith, at the time of this posting that it might be willing to pay for the posted