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H-E-B · 1 day ago

Qualitative Research Analyst, Customer Insights

San Antonio, TX

Full-time

Onsite

Senior Level

5+ years exp

H-E-B is one of the largest independently owned food retailers in the nation, renowned for its creative concepts and outstanding service. The Qualitative Research Analyst will work cross-functionally with the Own Brand and Merchant organization to conduct qualitative consumer research that informs brand and product strategies. This role involves leading research studies, moderating focus groups, and synthesizing insights to drive customer-centric decisions.

Retail

Growth Opportunities

Responsibilities

Leads multi-faceted brand strategy, product strategy, and design research studies from the initial project request through research planning, fielding, and final analysis and reporting with little supervision

Facilitates any qualitative research method needed for the projects, including but not limited to moderating focus groups and in-aisle interviews or designing surveys

Leads activation meetings to identify research objectives, goals, target customers, timelines, and potential implications of findings

Develops research proposals with refined research objectives and detailed methodologies, facilitating group alignment on next steps

Coordinates / schedules the research and identifies / coordinates needed deliverables

Creates recruitment screeners and reviews results, collaborating with in-house recruitment team to identify the right participants for the research

Leads the planning, writing, designing, and programing of research questionnaires, ensuring survey functionality, question integrity, and data accuracy, with minimal direction

Leads the development of qualitative discussion guides and creative testing materials for dynamic and insightful focus group discussions

Synthesizes qualitative data into clear themes, trends, and actionable insights - connecting learnings back to the objectives and delivering recommendations that inspire strategic decisions rather than prescriptive tactical fixes

Creates and presents research reports that provide a clear, comprehensive, motivating, and actionable data story

Presents findings to stakeholders and influence business decisions based upon the learnings

Actively participates as the VOC in any internal brand, product, and design strategy meetings - influencing customer led decision making, voicing customer led design feedback and advocating for adequate concept differentiation / stress test visuals for customer testing

Collaborates with quantitative counterparts on any mixed-method or multi-phased research initiatives

Supports lower-level analysts on the team, providing guidance, coaching, and development

Continuous learning, keeping up with industry trends, and thinking outside the box

Qualification

Qualitative researchQuantitative researchFocus group moderationProject managementBrand strategySurvey developmentStakeholder engagementVisual storytellingListening skillsCuriosityCommunication skillsCollaboration

Required

Bachelor's or Master's in related fields (advertising, marketing, communications, Sociology, Psychology, etc.)

5+ years of experience in consumer research / qualitative research / strategy consulting (preferably in a retail, CPG or other consumer-facing industry)

You can independently manage multiple on-going qualitative research projects from start to finish with various stakeholders across multiple business areas

You have a strong ability to identify problems, gather/interpret data, identify trends and provide relevant, actionable recommendations

You are open to collaboration and idea sharing with others assigned to your project, embracing a 'best idea wins' mindset to achieve the strongest outcomes

You demonstrate a genuine, caring approach to research and project management that considers both what is best for people and results

You adapt to project changes with a positive and optimistic outlook

You can delegate and/or ask for help / guidance on prioritization when needed

You take initiative to keep projects moving to meet timelines

You implement input and feedback from leaders, colleagues and stakeholders thoughtfully and without resistance

You have strong visual storytelling and presentation skills to effectively convey findings and influence outcomes

You communicate insights and recommendations clearly and confidently in a range of settings and circumstances

You thrive in an environment that values curiosity and experimentation, seeking fresh ideas and improvements instead of sticking to the status quo

You bring a proactive approach to learning and problem-solving, with the confidence to try new things and adapt quickly

You have a keen eye for design and appreciate the role design has in customers' affinities for certain brands or products, as well as the impact on their POS shopping selections

Ability to quickly build trusted relationships with stakeholders, leaders, and colleagues

Strong conversational skills (build rapport and guide discussion in a natural and engaging way, promoting open and honest discussion)

Strong listening skills (carefully and attentively listening to other opinions and ideas, without interrupting)

Be high functioning in a high-energy and dynamic teamwork environment

Travel by car or plane for day trips and/or overnight stays

Sit for extended periods of time

Work for extended hours, sometimes in other cities