Associate Director - Qualitative in London

Associate Director / Director – Qualitative Research

Location: Fully Remote (UK, US East Coast or Canada considered)

The OpportunityA strategic insights consultancy is seeking a qualitative-led Associate Director or emerging Director to join its senior team.

The consultancy is a specialist in entertainment, with the majority of work focused on gaming. Direct gaming research experience is strongly preferred; however, candidates from broader entertainment, media, or cultural insight backgrounds with a genuine passion for gaming will be considered.

This is a senior, hands-on role for a confident \”hard-core quallie\” with strong planning sensibilities, excellent storytelling skills, and the ability to lead complex, strategic projects for US and European clients.

The Role

Lead end-to-end qualitative research projects, from design through to debrief.

New game and IP concept development

Game and brand positioning

Player and audience deep dives

Lifestyle and cultural insight studies

Concept and proposition development aligned to player understanding

Apply a strong brand and planning lens to insight, turning behaviour and culture into clear strategic direction.

Own senior client relationships, particularly with US-based clients.

Write and present high-quality, compelling narratives for senior stakeholders.

Work collaboratively with strategy and quantitative colleagues on integrated projects.

Operate with a high degree of autonomy in a fully remote environment.

Note: The consultancy has strong quantitative capability; however, this hire is qualitative-first , with mixed-method exposure welcomed but not essential.

Candidate Profile

Experience in qualitative research, ideally agency-side

Gaming experience strongly preferred; entertainment/media experience plus authentic gaming passion also considered.

Operating at Associate Director level or ready to step into an emerging Director role.

Strong strategic thinker with clear planning and brand sensibility.

Excellent writer and storyteller.

Confident managing senior stakeholders and complex client environments.

Comfortable working flexibly with US clients when required.

Why This Role

High proportion of gaming-led, culturally rich projects.

Senior visibility and genuine influence on client thinking.

Fully remote, trust-based working model.

Annual company trip – team bonding celebrations

Clear scope to shape role and progression quickly.

Competitive salary and strong bonus/profit-share culture.

If this sounds like the ideal role to match your skills, experience, and passion, please reach out to Rosie Cantwell to discuss in more detail.

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