Director, Primary Research & Ad Experimentation

Director, Primary Research & Ad Experimentation

• Full-time
• Business Segment:
  Ad Sales
• Compensation: USD 140,000 - USD 160,000 - yearly

NBCUniversal is one of the world's leading media and entertainment companies. We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our global theme park destinations, consumer products, and experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, NBC Sports, Telemundo, NBC Local Stations, Bravo, and Peacock, our premium ad-supported streaming service.

We produce and distribute premier filmed entertainment and programming through our powerhouse film and television studios, including Universal Pictures, Dream Works Animation, and Focus Features, and the four global television studios under the Universal Studio Group banner, and operate industry-leading theme parks and experiences around the world through Universal Destinations & Experiences, including Universal Orlando Resort, home to Universal Epic Universe, and Universal Studios Hollywood.

NBCUniversal is a subsidiary of Comcast Corporation. Visit  for more information.

Our impact is rooted in improving the communities where our employees, customers, and audiences live and work. We have a rich tradition of giving back and ensuring our employees have the opportunity to serve their communities. We champion an inclusive culture and strive to attract and develop a talented workforce to create and deliver a wide range of content reflecting our world.

NBCUniversal is seeking a Director of Primary Research within the Insights & Measurement team to execute research initiatives on behalf of the Ad Sales organization. These initiatives are in support of NBCU’s broadcast, streaming (Peacock), and digital platforms.

The Director will spearhead custom research studies to help guide key strategic decisions for the business. The scope of topics will vary, but the Director will be keenly focused on Ad Load & Ad Innovation Product Testing and Creative Testing – while also spearheading audience intelligence explorations among viewers of NBCU’s Sports properties, including but not limited to the Olympics.

Day to day, the Director will consult with internal stakeholders to determine key objectives for upcoming projects, ideate on the right solution to solve these objectives, and steward each initiative from design to delivery. In this role, you will support the Vice President of Primary Research and partner with multiple stakeholders across the Ad Sales organization. The ideal candidate is a researcher ready to drive impact and craft development of proprietary insights.

• Design and implement quantitative and qualitative research initiatives for the portfolio of NBCU brands.
• Partner with cross-functional teams to help identify relevant business issues, research objectives and hypotheses to land on the right methodological approach, with the ultimate goal of driving advertiser demand with those insights.
• Craft research instruments like surveys, discussion guides, and banner plans while managing fieldwork, analyzing data, and extracting core insights.
• Synthesize and interpret large datasets to develop new perspectives on consumer viewing behavior, while also leveraging third party data to contextualize and amplify the learnings.
• Uncover insights in an agile, dynamic business environment via multi-methodological approaches, inclusive of AI-based tools.
• Build and manage relationships with external research vendors while developing internal research capabilities – and, to ensure adherence to industry best practices, stated timelines and data rigor.
• Collaborate with peers across the Insights & Measurement team to support each other’s work, integrate processes, and contribute to a culture of collaborative growth.

• 9+ years as a researcher at a media brand or agency. Supplier-side experience a plus.
• 4+ years of managerial experience, leading a team of researchers across multiple disciplines.
• Expertise in leading, designing, executing, and reporting on quantitative (surveys, segmentations, market sizing)…