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 & Experiences' 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 UOR and USH. 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 Qualitative Research Analyst I will work closely with Ethnographic, Quantitative, and Systems teams to efficiently categorize and code open-ended guest comments, identify patterns and themes, and determine appropriate qualitative and quantitative ways to communicate findings given client needs, sample sizes, and other factors. Additionally, the Analyst I will monitor social listening to provide the business with feedback on seasonal events and monthly chatter.
MAJOR RESPONSIBILITIES:
Qualitative coding for continual projectsConduct manual (human) coding of open-ended data from continual research projects, using traditional qualitative coding processes, including open, axial, and selective coding to create and assign codes.
Review coding generated by automation tools, recode when necessary, and conduct secondary manual coding to capture more nuanced sub-themes.
Collaborate with Systems team partners to continually refine and improve automated categorization rules, improve the reliability and granularity of initial automated coding schemes, and identify issues that may require attention.
Qualitative coding for ad-hoc projectsCollaborate with Ethnographic team to develop new codebooks for ad-hoc projects.
Conduct manual (human) coding of open-ended data from interviews, focus groups, surveys, and other sources, using a range of qualitative coding processes.
Help refine coding methodologies to maximize efficiency and reliability.
Qualitative Analysis & ReportingConduct applied thematic analyses using coded qualitative data to provide business relevant insights and interpretations.
Review existing sources of qualitative data to recommend custom dissemination strategies (e.g., reporting cadence, qual/quant representation, dashboard/deck/document, etc.) using various sources of qualitative data to best serve client needs.
For applicable deliverables, analyze, interpret, summarize, and report findings according to specified strategy.
Conduct social listening monitoring and reportingManage and update social listening queries using the Brandwatch social media tool to track key conversations, new items, and seasonal event chatter.
Produce a monthly social listening report that summarizes key topics covered.
Produce lookback analyses of seasonal events, including Halloween Horror Nights, Mardi Gras, and Holidays.
Conduct occasional ad hoc queries.
Understand and actively participate in Environmental, Health & Safety responsibilities by following established UDX policy, procedures, training, and team member involvement activities.
Perform other duties as assigned.
EDUCATION:
Bachelor's degree required.
A major in a Social Science, Library Science, English/Literature, other Modern Languages/Literatures, or Business/Marketing is preferred for this role.
EXPERIENCE:
2+ years qualitative research experience through employment and/or coursework, as demonstrated through the coding and analysis of qualitative data, and/or 2+ years in roles/coursework that require review, categorization, and synthesis of text-based information (e.g., library sciences, literature, etc.), or any combination of the two types of experience, such that total experience is equal to 3 years.
ADDITIONAL INFORMATION:
Strong critical thinking skills, as demonstrated by observation, analysis, inference, communication, problem-solving, and pattern recognition.
Ability to work with a high degree of independence and stay on task.
Highly organized, able to multi-task and prioritize and manage time to meet short and long term deadlines.
Attention to detail, with the ability to routinely monitor and check work, while organizing time and resources efficiently.
Excellent command of the English-language (written and oral); fluency in Spanish and/or Portuguese a plus.
Demonstrated ability to synthesize and present data in various formats, such as documents, slide decks, and/or dashboards.
Proficiency using Excel required; familiarity with large language models (LLMs), Brandwatch social media software, and/or qualitative data management tools a plus.
Ability to connect qualitative analyses to quantitative datasets is a plus. This could include the sizing of coded themes, guest profiling, and measuring the statistical impact to ratings metrics.
Carries out supervisory responsibilities in accordance with the organization's policies and applicable laws.
Your talent, skills and experience will be rewarded with a competitive compensation package.
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