Manager, Consumer Insights (qualitative, social listening analytics focus)
Apply Now Apply Later Job ID 10109387 Location Lantau Island, Hong Kong Business Hong Kong Disneyland Resort Date posted Dec. 19, 2024Job Summary:
This position is to act 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. Oversee 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 and in-depth interviews and also ethnographies and any other applicable methodologies
- Oversees the management of projects led by partner agencies and conducting 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, semiotics etc 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 with relevant end to end qual experience both client and agency side with social media listening tools and analysis exposure/experience, preferably within 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
About Hong Kong Disneyland Resort:
Hong Kong Disneyland Resort offers unforgettable, culturally distinctive Disney experiences for guests of all ages and backgrounds. Filled with your favorite Disney stories and characters, Hong Kong Disneyland Resort offers guests the opportunity to explore eight diverse lands that are home to award-winning, one-of-a-kind attractions and entertainment. Complete your adventure with stays at the resort’s luxurious Disney hotels. The magic doesn’t end at our doorstep; as a dedicated member of the local community that cares deeply about societal wellbeing, Hong Kong Disneyland Resort spreads its magic through community service programs that help families in need, boost creativity among children and families, encourage the protection of the environment and inspire healthier living.
About The Walt Disney Company:
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise that includes three core business segments: Disney Entertainment, ESPN, and Disney Experiences. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.
This position is with HK International Theme Parks Limited, which is part of a business we call Hong Kong Disneyland Resort.