Qualitative Associate Director

Beano Brain, a leading kid, youth and family insights agency, is hiring a Qualitative Associate Director to join the team in our London office on Fleet Street. Beano Brain is part of the DCT Thomson Media and publishing company. Beano Brain is a team of collaborators who balance being supportive and transparent with rebel thinking. While fostering a non-hierarchical environment where team members take initiative and aren’t afraid to challenge each other’s thinking, Beano Brain gives everyone on the team a voice.

The Qualitative Associate Director will operate across qualitative projects for medium and large clients in the UK, Europe and the US as well as contribute to insight product innovation. You will also be excited about bringing on young researchers and seeing them succeed under your guidance.

The Qualitative Associate Director will deliver commercially valuable qualitative insight that enables Beano Brain clients to make faster, more confident decisions in a shifting kids, teens and families’ landscape. Demand for rigorous, creative qualitative insight is growing as clients face tougher markets, tighter budgets, and rapid behavioural change across young audiences. The role strengthens Beano Brain’s ability to scale insight delivery across the UK, Europe and the US. It drives high-quality project direction, builds client relationships that support growth, and develops insight talent so the team can respond quickly to new opportunities. It ensures that insight output is evidence-based, actionable and aligned to Beano Brain’s commercial strategy and innovation priorities.

Managing 3 direct reports, the role also interfaces with Insight Directors, Commercial Managing Director, Commercial Director, Research Managers and cross-functional colleagues contributing to data, trends or commercial opportunities, and external partners (fieldwork agencies, specialist moderators, international partners). Collaboration involves leading project design and insight delivery, advising on qualitative approaches, contributing to commercial planning, and aligning with Directors for approval on pricing, methodology shifts, contract terms and major client decisions.

Key Responsibilities

• Deliver qualitative insight projects that provide clear evidence-based recommendations that shape client decisions and commercial outcomes.
• Ensure all work meets Beano Brain quality standards and is delivered on time and within budget.
• Own the design and delivery of medium-sized qualitative projects and contribute to larger, multi-market programmes.
• Ensure that insights are synthesised and communicated in a way that directly supports growth opportunities in Beano Brain’s commercial portfolio.
• Lead and grow relationships on medium-sized accounts and support relationship development on larger ones.
• Ensure clients receive proactive guidance, trend insight and challenge that deepens partnership value.
• 50% of time dedicated to managing and mentoring; 50% of time dedicated to project work.
• Develop and manage Research Managers and junior qualitative researchers. Set clear expectations, coach performance, and build capability in analysis, moderation and storytelling to support a high-performing team culture.
• Contribute to winning new work by shaping proposals, costing projects, presenting capabilities and using existing client contacts.
• Ensure each project supports margin, repeat work and wider portfolio opportunities.
• Support the evolution of Beano Brain’s qualitative tools and approaches. Test, refine and share new methods that improve authenticity, speed, and impact of insights across markets.

Requirements

• Applying insight to refine client decision processes.
• Structuring qualitative data, synthesising findings and identifying patterns.
• Selecting and applying qualitative and mixed-method approaches.
• Directing projects, resources, risks and timelines.
• Client challenges into clear insight objectives.
• Evolving qualitative approaches in response to market shifts and client needs.
• Developing capability and performance in junior researchers.
• Creating clear insight narratives and presenting to senior stakeholders.

Behaviours

• Being More Curious: Seeks new signals in youth and family behaviours and challenges assumptions with evidence. Actively explores new qualitative methods and audience dynamics.
• Experiment with Purpose: Tests new research approaches in controlled, commercially relevant ways. Brings forward ideas that improve insight speed, authenticity and client value.
• Owning the Outcomes: Takes accountability for project quality, client impact and commercial performance. Escalates risks early and follows through until the job is done well.
• Being More Collaborative: Works openly with colleagues across the portfolio, sharing tools, insight and lessons learned. Builds trust with clients and internal teams by being transparent, prepared and reliable.