We are looking for a Global Head for Research, Insight and Segmentation to establish and drive the vision, strategy and roadmap for Spotify’s global research and insights capability that will identify consumer behavior and needs, attitude and trends on a pro-active basis leading to new program ideas, product innovation and development strategies as well as a key input for launching Spotify in new markets. The role includes establishing thought leadership and subject matter expertise across various qualitative and quantitative methodologies; creating new hypothesis across consumer/fan, product, market and cultural insights all of which come together to drive business growth across markets.
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What You’ll Do:
Establish a global research, insights and segmentation capability globally for Spotify that dives deeper into consumer behavior and needs, market and cultural trends, product landscape and feature recommendation as well as artist insights across the globe
Define a framework that feeds these pro-active insights to rest of the organization managing business stakeholders across marketing, product, content and creator teams
Own consumer/fan segmentation and behavioral analysis for the entire organization leveraging all of Spotify’s 1st party, 2nd party and 3rd party data and leveraging qualitative and quantitative research methodologies (e.g., linear models, logistic regression, sampling, SEM, LISREL) to create new recommendations and insights
Define business and research objectives, scope and manage qualitative and quantitative market research including large, multi-client, global programs
Create a scalable model where the team conducts fact-based qualitative and quantitative market research about customers, competitors and the market and translate data into actionable business implications that drive business outcomes / results
Meaningfully summarize research and succinctly communicate conclusions and recommendations in well-developed documents and presentations targeted to executive stakeholder audiences
Use a consultative approach to develop strong relationships with key and senior business partners that will enable you to identify and translate business requirements into an annual research agenda that supports the strategic imperatives for the business
Conduct quarterly review and plan discussions with senior business leaders to share knowledge, use voice of the consumer to inform and influence business decisions and strategies, and identify additional opportunities to add value
Share knowledge broadly across the organization to deepen understanding of consumers globally in order to drive insights into business decision making and results
Build fact bases of knowledge and thought leadership POVs on key business issues/topics and key consumer groups
Help Spotify stay ahead of important cultural trends that are driving the behavior of its current and potential consumers around the world.
Keep an “external radar” by monitoring the cultural zeitgeist via trend watching services, trends blogs and journalism.
Immerse Spotify in trends about global music culture, and compliment our internal data with a range of additional qualitative and quantitative insights to bring each trend to life.
Work with Spotify analysts to mine Spotify data to deliver data journalism about music trends, including pieces on new music need states, new genres and breaking artists.
Conduct ad hoc cultural insights projects to inform important strategic projects at Spotify, such as brand campaigns and new product development.
Manage a team with diverse skill sets, including big data analytics, quantitative and qualitative research and social analytics. Foster an atmosphere of team cohesiveness and collaboration where each person plays to their strengths.
Who You Are:
You have a deep executive background (15 years+) in Consumer and Cultural Research and Insights - ideally with a combination of both agency and client-side experience.
You have deep expertise in both qualitative and quantitative research methodologies, with experience of working
Bachelor's degree in Consumer Behavior, Psychology, Marketing, Statistics, or related field required; Graduate degree in marketing, market research, psychology, sociology, anthropology, or related field preferred; M.B.A. / M.M.R. strongly preferred with big data analysts.
Masterful at uncovering insights with the ability to inspire and influence others to act on insights and ability to work across disciplines to turn insights into action with a portfolio that includes examples of leading strategic research with significant business outcomes
You have experience managing a team of insights professionals with a diverse mix of qualitative and quantitative expertise.
You are passionate about storytelling about consumers and have created a range of highly inspiring materials to bring consumers to life (e.g. videos, infographics).
Experience at moderating insight-inspired innovation workshop is a plus.
Experience in social media analytics is also a plus.
A background in strategic communications planning from a creative advertising agency is nice to have.
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