Lead Audience Insights & Research

Working under the direction of the Research Lead, this role sources more complex research (using existing resources or by commissioning new research) to answer key business questions. The new centralised Audience Insight team’s purpose is to be independent thought leaders at the heart of Channel 4’s creative and commercial decision‑making, bringing a single source of truth and big‑picture perspective, challenging and advising the business to ensure profitable growth through the use of data.

Working alongside the Insight Business Partners, the Research, Analytics and Reporting specialist teams act as centres of excellence, providing expert support in their respective disciplines. Each C‑Suite leader has a dedicated Insight Business Partner (BP). The BP agrees and prioritises insight requirements, aligned to Channel 4’s strategic pillars. In collaboration with the BPs, the specialist teams translate data into actionable insight and jointly manage the presentation of recommendations back to the business.

The Research team are experts in attitudinal research, understanding what our viewers say, think and feel. We bring Channel 4 closer to our audiences through application of advanced methodologies (qualitative and quantitative) to answer key strategic questions, brand tracking of core KPIs and ownership of the Core4 in‑house panel, maximising insight value from members.

The role is responsible for leading on research that requires complex methodology and/or sample and multi‑specialism projects involving a full‑service agency (quantitative and/or qualitative), as well as advising the Business Partners where required on advanced research methodologies. In collaboration with the BPs and Specialists, this role delivers high‑value insight to drive decision‑making at Channel 4 and translating internal research into industry‑facing impact pieces.

Key Responsibilities

• Taking direction from the Research Lead (who has agreed research deliverables with the Insights BP) this role leads on more complex research, providing the best quality research insight to inform business decisions made by Exec and Senior Leaders in Channel 4.
• The role has a specialism in Quant/Qual Agency research and will work collaboratively with other Specialists or BP teams to draw in other complementary skills and provide robust audience insight to understand how viewers think/feel about content and their viewing experience.
• Work with the Analytics and Data Enablement team to help connect Channel 4 1st party data (i.e. Behavioural data) Channel 4 Panels & Trackers and 3rd party (Industry Panels & Trackers) to connect Channel 4’s ability to understand both and driving a view on what /how people say they will watch and what/how they actually watch.
• Providing value‑add, actionable insight by sourcing/ pulling down in‑house or available on‑line research, potentially working with the Analytics team to model and/or forecast on this data, then packaging the research output & drafting a summary for the respective Insight BP to finalise, in a format which the Exec/Senior Leader can use for a decision.
• This role will set direction on research, assess the market, identify the best‑in‑class agency, agree the research programme, brief the agency, and oversee the project through to completion and ensure there is an ROI view for all work in the team. This will include overseeing commissions done by the Senior Research Executive – Quant/Qual.
• As experts in their field of research, the role is responsible for scanning new, innovative research methods, tools and techniques that will add value for Channel 4, proactively bringing recommendations to the team. This will include developing an industry network, collaborating for learning and sharing opportunities and additionally advising and upskilling BP’s in the latest research methods.
• Responsible for quality assuring the research data and insight provided to ensure robust and accurate information is given via the BP team to the Exec and Senior Leader decision‑makers. This role also oversees the quality of work done by the Senior Research Executive, coaching and quality checking insight recommendations where appropriate.

Key Relationships / Stakeholders

• The role line manages one Senior Research Executive.
• No financial accountability.

Essential Skills and Experience

• Experience in consumer research & insights (both quantitative & qualitative studies).
• Advanced knowledge of research techniques, research design and sampling design.
• Understands the consumer’s voice and how to turn what people say into actionable findings using storytelling to bring the viewer perspective to life.
• Proven ability to design a research project to meet the needs of the business question and determine which methodology best serves the purpose and clearly communicate how this will result in a positive return‑on‑investment for the business.
• Strong track record in writing an agency brief & project managing external research through to final outputs.
• The ability to analyse research data, breaking down complex or loose questions into creative and logical research focus points within relatively short timeframes.
• MS Office especially Excel & PowerPoint.
• Storytelling – the ability to translate complex data to clear messages and bring well‑considered, valued recommendations to drive profitable decision‑making.
• Experience of coaching other Research Executives and supervising tasks to ensure quality deliverables for the research discipline.
• Collaboration skills – proactive ability to build a collaborative environment within the insights function and across the business to drive the best possible outcome.
• Ability to engage effectively with Insight BP’s when presenting back on findings – specifically personal confidence, capability to challenge, debate, advise and recommend solutions.

Desirable

• Knowledge of Barb, preferably with Techedge.
• Understanding and interpreting econometric models.
• TV/ Media research experience.

Competencies

• Enabling Strategy & Change, Advancing Analytics Capability, Managing Data & Information, Harnessing Insights & Learning.

Compensation

Basic salary per annum starting from: £70,875.