This position is to act as 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. Overseeing 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, in-depth interviews, ethnographies, and any other applicable methodologies. Oversee the management of projects led by partner agencies and conduct 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 and semiotics 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 of relevant end-to-end qualitative experience on both client and agency side with social media listening tools and analysis exposure/experience, preferably within the 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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