Market Research and Insight Officer in Birmingham

About Birmingham City University

At Birmingham City University, we are a diverse and inclusive learning community of over 31,400 students from more than 120 countries. We aim to become an exemplar anchor institution, creating and sharing knowledge for a better and more inclusive society. We are committed to providing a transformational educational experience, supporting world-class research, and fostering a collaborative and supportive working environment for our staff.

Our student demographic reflects the rich cultural and ethnic diversity of Birmingham itself, with a significant proportion of students from minoritised ethnic backgrounds and the majority of our home students coming from the West Midlands. This diversity is a strength, and it calls for a workforce that is equipped to challenge deficit narratives and thinking — those assumptions that position students from underrepresented groups as lacking rather than recognising their assets, strengths and potential. By embracing this perspective, we aim to create an environment where all students and colleagues can thrive, and where our work contributes positively to the social, cultural and economic life of Birmingham and beyond.

Role Summary

We are seeking a Market Research and Insight Officer to join our Marketing, Recruitment & Communications Department (Market Insight team), playing a key role in shaping how the University understands and responds to its markets, audiences and competitive landscape. In this role, you will deliver insight that directly influences student recruitment, marketing strategy and academic planning. You’ll design and deliver research projects, work with a range of quantitative and qualitative data sources, and turn findings into clear, actionable recommendations. Working closely with marketing, recruitment and academic colleagues, you’ll help ensure decisions are driven by a deep understanding of student behaviour, market demand and emerging opportunities.

Key Responsibilities

• Design and deliver qualitative and quantitative research projects to support student recruitment, marketing activity and academic planning
• Analyse and interpret a range of data sources, including application trends, audience insight and market intelligence, providing clear recommendations
• Produce high-quality reports and presentations that communicate complex findings through engaging insight storytelling
• Conduct primary research activities including surveys, focus groups and interviews, and manage external research agencies where required

Essential Requirements

• Experience delivering end-to-end qualitative and quantitative research using appropriate methodologies
• Strong analytical skills, with the ability to interpret and synthesise complex data into actionable insight
• Proven ability to communicate research findings clearly through reports, presentations and data visualisation
• Ability to influence decision-making through evidence-based recommendations and stakeholder engagement
• Excellent organisational skills, with the ability to manage multiple projects and priorities to deadlines
• Strong understanding of market research methodologies and audience insight
• Excellent communication and stakeholder engagement skills
• Awareness of the UK higher education landscape and student decision-making factors

Desirable Requirements

• Experience applying research within higher education, public or regulated sectors
• Familiarity with statistical or quantitative analysis tools
• Experience using survey platforms (e.g. Qualtrics, SmartSurvey, Snap Surveys)
• Experience developing audience segmentation, personas or journey insight
• Experience managing or coordinating research projects with external agencies

Further Information

If you are excited by the opportunity to help shape the future of Marketing, Recruitment and Communications, we would love to hear from you. For an informal discussion about the role, please contact Matt Willis, Head of Market Insight at matt.willis@bcu.ac.uk.

Why not explore our campuses using our interactive map: https://www.bcu.ac.uk/about-us/corporate-information/environment-sustainability/map

The appointed candidate will normally be employed through our subsidiary company, BCU Support Services Limited, a wholly owned subsidiary of Birmingham City University. Appointees with prior LGPS membership who wish to re-enter the scheme may do so and will be employed directly by the University.

Why work for us

• Work–life balance – Generous leave and hybrid working (role dependent).
• Career development – Opportunities to grow, develop and progress your career.
• Reward and wellbeing – Competitive pay, pension, wellbeing support and staff benefits.
• Inclusive culture – A supportive, diverse environment where everyone belongs.

Equality, Diversity & Inclusion

We are committed to equality, diversity and inclusion and to an environment that supports lawful free speech and academic freedom. We will continuously review and improve our policies, practices, and procedures to ensure that we are promoting these in all aspects of our operations. We believe that by working together, combining our many different backgrounds and life experiences, we will empower each other to reach our full potential.

Disability Confident Employer

Birmingham City University is proud to be a Disability Confident Employer. We are committed to creating an inclusive and accessible recruitment process. Disabled applicants who meet the essential criteria for the role will be guaranteed an interview.