Universal Orlando Resort believes in-person collaboration is key to our success. Many of our Team Members work in a hybrid capacity, contributing from the workplace a minimum of three days per week. There are also roles that require being on-site full time. Limited remote opportunities may be available within specific departments. You’ll learn more about this during the recruitment process.

JOB SUMMARY:

Consumer Insights is the core research function for Universal Destinations and Experiences charged with designing, implementing, and interpreting primary mixed-method research to provide the organization with information on past, current, and future guests’ experiences, sentiments, and profiles for both Universal Orlando Resort and Universal Studios Hollywood. The Consumer Insights team supports stakeholder groups throughout the organization, including Marketing & Sales, Operations, Entertainment, Creative, Product Planning, and Finance, providing data critical to immediate needs as well as mid and long-range planning efforts.

The Ethnographic Research Analyst II will collaborate in conducting mixed-method, ethnographic studies on guest-related topics. They will efficiently collect and analyze qualitative data using a range of ethnographic methods and synthesize a range of internal and external information to produce credible, thorough, holistic deliverables that inform business decisions.

MAJOR RESPONSIBILITIES:

Research Design and Data Collection:

• Collaborate in the development of research questions, selection of appropriate methods to meet research objectives, and research instrument design.
• Conduct semi-structured and unstructured interviews.
• Moderate online and in-person focus group discussions.
• Employ a range of observational techniques to capture data on in-park processes and behaviors.
• Review digital landscapes (websites, blogs, social media platforms, etc.) using systematic approaches.

Analysis, Interpretation, and Reporting of Findings:

• Use appropriate qualitative analytic frameworks (e.g., discourse analysis, applied thematic analysis) to interpret the meaning and relevance of qualitative data to specific business problems.
• Compare data collected from multiple sources to identify patterns, explore discrepancies, and triangulate findings.
• Review existing sources of qualitative data to recommend custom dissemination strategies (e.g., reporting cadence, qual/quant representation, dashboard/deck/document, etc.) using various sources of qualitative data to best serve client needs.
• Analyze, interpret, and draft summary findings in different forms (e.g., decks, documents, spreadsheets), according to specified strategies to effectively communicate research findings to specific audiences.
• When appropriate, present findings to stakeholders directly.

Qualitative Coding:

• Collaborate with Ethnographic team to develop new codebooks for ad-hoc projects
• Conduct manual (human) coding of data collected from interviews and focus groups, survey responses, digital forums/sites/platforms, and observations using traditional qualitative coding processes, including open, axial, and selective coding to create and assign codes

Field Team Liaison and Support:

• Collaborate with Sr. Manager, Qual Field Research in the development, implementation, and analysis of ad hoc research conducted in park
• Support Qual Field Research leadership, acting as a liaison to facilitate seamless and effective communication and coordination between teams
• Support Qualitative Field Team members in-field by providing guidance, motivation, and coaching in best practices for qualitative data collection, as well as participate in post-project debriefs
• Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
• Performs other duties as assigned.

EDUCATION:

• Bachelor’s degree in Anthropology, Sociology, Psychology, Human Factors, Market Research, or other Social Science required.
• Master’s degree preferred.

EXPERIENCE:

• 3+ years of experience collecting qualitative data (e.g., in-depth interviews, observations, focus groups, content analysis, cognitive interviews, etc.) through employment and/or coursework.
• 3+ years of experience coding and analyzing qualitative data, as demonstrated through employment and/or coursework.
• 3+ years’ experience with training, teaching, or developing skill sets in individuals and teams is preferred.

Your talent, skills and experience will be rewarded with a competitive compensation package.

Universal Orlando Resort. Here you can.

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