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 with key information on patterns, trends, and sentiments of UDX consumers.
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 UDX policy, procedures, training, and team member involvement activities.
Perform 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.
ADDITIONAL INFORMATION:
Proficiency in SPSS, Microsoft Excel, Word, and PowerPoint required.
Proficiency in both univariate and multivariate statistical methods.
Proficiency in Qualtrics (online survey design tool) or similar online survey platform.
Knowledge of the broader travel/hospitality environment, the Orlando tourism market and major players is helpful.
Demonstrated hands-on ability to design studies, implement methodologies, write questionnaires, analyze data and report on quantitative results.
Demonstrated experience preparing online questionnaires for in-person, online and mobile usage.
Demonstrated ability to schedule, prioritize, and manage numerous simultaneous projects.
Ability to work with a high degree of independence.
Excellent communication skills (written and oral); advanced presentation skills.
Flexible with tasks, able to quickly adapt to changing priorities and tight timelines.
Detail-oriented, with a drive to take proactive ownership of the accuracy and timeliness of reported data.
Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
Consistent attendance is a job requirement.
Your talent, skills and experience will be rewarded with a competitive compensation package.
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