Analyst, Research-Consumer Insights

Universal Orlando Resort believes in-person collaboration is key to our success. Many of our Team Members work in a hybrid capacity, contributing from the workplace a minimum of three days per week. There are also roles that require being on-site full time. Limited remote opportunities may be available within specific departments. You’ll learn more about this during the recruitment process.

JOB SUMMARY:

Universal Destinations and Experiences (UDX) Consumer Insights is the core research function charged with designing, implementing, and interpreting primary, mixed method research to provide the organization with information on past, current, and future guests’ experiences, sentiments, and profiles for both Universal Orlando Resort and Universal Studios Hollywood guests. The Consumer Insights team supports stakeholder groups throughout the organization, including Marketing & Sales, Operations, Entertainment, Creative, Product Planning, and Finance, providing data critical to immediate needs as well as mid and long-range planning efforts.

The Research Analyst supports a variety of qualitative and quantitative research studies to better understand the perspective of the current and future UDX consumer. The Research Analyst will work collaboratively to support a robust portfolio of foundational and ad hoc research, including tracking studies, event-based research, guest satisfaction studies, and custom research. The Analyst will write, program, analyze, and report surveys to provide the organization.

MAJOR RESPONSIBILITIES:

Maintain ongoing research studies that provide actionable insights and monitor business performance. Ensure existing methods for continual research collection, analysis, and reporting related to guest profiling, GSAT, and brand tracking are executed to highest quality standards, making adjustments or overhauls as necessary; monitor data collection for data quality; optimize efficiency and automation for routine tasks in SPSS, Excel, and other programs; employ various statistical analysis techniques to examine consumer attitudes, perceptions and behaviors with a focus on understanding the “why’s” behind the findings.

Support ad hoc research studies that provide actionable insights to key stakeholders for custom research objectives. Work with leadership to design methodologies and develop research tools (surveys, experimental designs, etc.) that best suit the needs of the research. Consult other consumer transactional data or other third party data sources (as needed) to help build out the analysis. Develop a storyline derived from consumer-based insights.

Support qualitative analyses to answer ad hoc research questions using existing bodies of work.

Utilize verbatim coding techniques and / or qualitative analytics tools (including AI) to extract themes and expedite delivery of insights sourced from written and verbal (video) formats; provide concise, easily consumable summaries of findings.

Participate on a team that values the “we is greater than me theme” by focusing on collaboration, information sharing and a desire to raise the level of competency among the entire team. Participate in team sharing sessions focused on research findings, but also share interesting and unique research methodologies/survey designs used. Support the department while employing a mindset of process improvement with an eye toward the future and changing trends.

Monitor secondary sources for consumer trends, industry trends, brand/product/category developments, and competitor marketing and research activities and integrate findings into research activities.

Support the ongoing TSAT initiatives to continuously build a positive team member working environment.

Understand and actively participate in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training, and team member involvement activities.

Performs other duties as assigned

EDUCATION:

Bachelor’s degree in Marketing, Marketing Research, Psychology, Anthropology, Sociology, Advertising, Statistics, or related discipline is required.

Master’s degree in Business Administration (MBA), Marketing Research (MMR), or other social science, is preferred.

EXPERIENCE:

2 years of experience required in market research in a business to consumer environment; or equivalent combination of education and experience.

Your talent, skills and experience will be rewarded with a competitive compensation package.

Universal is not accepting unsolicited assistance from search firms for this employment opportunity. All resumes submitted by search firms to any employee at Universal Orlando via-email, the Internet or in any form and/or method without a valid written Statement of Work in place for this position from Universal Orlando HR/Recruitment will be deemed the sole property of Universal Orlando. No fee will be paid in the event the candidate is hired by Universal Orlando as a result of the referral or through other means.

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