Manager, Primary Research & Ad Experimentation

Manager, Primary Research & Ad Experimentation

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

You will spearhead primary research studies to guide key strategic decisions for the business. The scope of topics will vary, but you will be focused on exploring audience intelligence around Entertainment, News, Multicultural Audiences, and the Agency/Marketer Buying community.

Day to day, you will consult with internal stakeholders to determine key objectives for upcoming projects, outline the right solution to solve these objectives, and steward each initiative from design to delivery. You will support the Senior Director of Primary Research and partner with stakeholders across the Advertising & Partnerships organization.

Ideally, you are a strong 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 identify relevant business issues, research objectives and hypotheses to land on the right methodological approach.
• 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.
• 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.
• Collaborate with peers across the Insights & Measurement team to support each other’s work, integrate processes, innovate, and contribute to a culture of collaborative growth.

• 7+ years’ experience as a researcher at a media brand or agency. Supplier‑side experience a plus.
• Expertise in leading, designing, executing, and reporting primary market research.
• Strategic thinker with strong interest in advertising/media research, consumer behavior, and media usage.
• Demonstrated curiosity to learn the ad sales business and consumer viewing behavior while applying innovative methodologies to strengthen consumer insights.
• Experience mining large data sets and using data to tell clear and compelling stories.
• Experience with survey scripting and/or data analysis platforms like Qualtrics, Decipher, Quantilope, Display
  
  R, Crunch.io.
• Experience in leveraging digital measurement applications, ad effectiveness and syndicated research tools (e.g. Adobe Analytics, com Score Video Metrix, iSpot, PMI, KMB, Freewheel Analytics, MRI, You Gov, etc.).
• Strong proficiency in Microsoft Excel and PowerPoint required.
• Team player with very strong communication and interpersonal skills, focused on cultivating and growing strong internal and external relationships.
• Capable of handling multiple projects in a fast‑paced, deadline‑driven environment.
• Able to clearly represent technical and methodological concepts to non‑technical stakeholders.

• Understanding of Brand Lift and Attribution methodologies.

This position has been designated as hybrid, which currently requires contributing from the office a minimum of three days per week. Beginning January 5, 2026, hybrid employees will be required to work from the office a minimum of four days per week. The Company reserves the right to change in‑office requirements at any time.

This position is eligible for company‑sponsored benefits, including medical, dental and vision insurance, 401(k), paid leave, tuition reimbursement, and a variety of other discounts and perks.

$95,000 – $120,000 (bonus eligible)

Mid‑Senior level

Full‑time

Research

Entertainment Providers

NBCUniversal’s policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law. If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation.

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