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

4 Months ago • 10 Years + • Social Media

Job Summary

Job Description

This role as Manager, Consumer Insights at Hong Kong Disneyland focuses on providing qualitative consumer and market insights to enhance understanding of current and future guests. Key responsibilities include leading qualitative research initiatives (focus groups, interviews, ethnographies) across all lines of business, overseeing social listening and analysis to understand the impact of marketing activations, synthesizing findings into actionable insights, and collaborating with cross-functional teams. The ideal candidate possesses 10+ years of experience in qualitative research, both client and agency-side, with expertise in social media listening tools and analysis, preferably within the travel and entertainment industry. Experience in managing market research projects and translating technical findings into actionable recommendations is essential.
Must have:
  • 10+ years qual research experience
  • Social media listening expertise
  • Experience in travel/entertainment
  • Data analysis & synthesis skills
  • Fluent in Cantonese, Mandarin, English
Good to have:
  • Experience with ethnographies
  • Trend spotting and semiotics knowledge

Job Details

Job Summary:

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

HKProfessional #LI-AI1

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From classic animated features and exhilarating theme park attractions to cutting edge sports coverage, and the hottest shows on television, The Walt Disney Company has been making magic since 1923, creating unforgettable stories that connect with audiences around the world. And we’re just getting started!

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