Head of Research & Analytics

Job Description

Head of Research & Analytics/Key Accountabilities: Role Purpose: The Head of Research & Analytics is responsible for establishing an integrated programme of qualitative and quantitative user research and data analytics, which will provide actionable user insights and support data-driven decision-making for QM?s digital programme. The Head of Research & Analytics plays a critical role by enabling the Digital Experience team to be audience-centred, understand user behaviours and motivations, and evaluate the impact of their work. The insights gained through user-research and data analytics will directly inform planning, design, content and technical decision-making and will help identify opportunities to innovate and improve user experience through optimised digital products and services. Key Accountabilities: ? Establishes an integrated programme of user research and data analytics that provides actionable insights and supports and informs the delivery of QM?s digital strategic goals ? Commissions and/or conducts research activities using either qualitative and user-centred design methodologies or quantitative, behavioural or statistical analysis ? Nurtures research and analytics thinking within Digital Experience and embeds knowledge and insights to support innovation and good practice across creative, technical and innovation teams ? Responsible for identifying and defining user testing requirements for new and existing public-facing digital products and initiatives and commissioning or conducting the research themselves with the assistance of internal or external resources using either qualitative and user-centred design methodologies or quantitative, behavioural or statistical analysis ? Owns user research and data capture and management for Digital Experience using relevant techniques and tools ? Establishes benchmarks, measures and tracks results based on defined goals and KPIs, including web analytics and SEO tracking ? Analyzes, manipulates, and synthesises user research findings and/or data to measure and report on user behaviour, noting key shifts, patterns and emerging trends ? Designs and implements automated solutions for business intelligence and reporting dashboards ? Monitors changes to QM?s digital platforms that may impact the user experience or content performance ? Works in close conversation with other departments, particularly Audience Engagement and Marketing & Events to collaboratively track the results of QM?s digital efforts ? Defines qualitative and quantitative KPIs in liaison with the Director of Digital Experience, other team heads and relevant stakeholders ? Works with the Digital Content team to establish SEO best practices and monitor impact ? Collaborates with product managers to define user testing needs and coordinate the integration of analytics into platforms and channels, where applicable ? Communicates key findings/figures through in-person presentations, regular (weekly/monthly) summary reports and/or ad hoc snapshot findings, as appropriate ? Leads a team of audience researchers, user testers and analysts ? Responsible for designing and developing a training programme supporting Qatari team members? professional development across digital data analytics, user-research and SEO skill sets ? Continuously identifies opportunities for research and analytics skill-sharing and action-learning for Qatari team members to build confidence and capacity in this area ? Motivates staff and empowers direct reports by providing the necessary tools and support required to meet Department goals ? Creates an inclusive and empathy-driven environment for team members to meaningfully contribute, share feedback and drive change ? Empowers direct reports by providing clear strategic roadmaps, direction, goals and tools to meet the department and QM?s business needs Qualifications/Requirements: ? Specialist knowledge of user testing best practices ? Specialist knowledge of tools and methodologies to support qualitative audience research and hand-on user testing ? Skilled at setting up, capturing and analysing web and app analytics using software ? Skilled at interpreting and communicating complex research findings and data through presentations, written reports and data visualisation ? Specialist knowledge of SEO best practices ? Understanding of the use of data in AI-driven experiences a plus ? Knowledge of Microsoft Power BI or other enterprise business intelligence tool preferred ? BA/BSc and/or MA degree in data science, human-centred design, UX research methods, information science or equivalent work experience in related user research, statistics or analytical field ? 8+ years of relevant work experience ? Extensive experience using qualitative and user-centred design methodologies to design and conduct user testing for digital product development ? Experience with quantitative, behavioural and statistical analysis ? Experience defining, tracking and reporting on KPIs and other success measures for digital products and services ? Experience using user research and data to glean insights and make actionable recommendations ? Experience distilling and communicating complex research findings and/or data for both technical and non-technical stakeholders ? Extensive experience with web analytics tools, both on mobile (app and web) and desktop platforms (including Google Analytics) ? Proven track record of conducting audience research and defining and reporting on data from multiple sources

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