Customer Insights Lead — Research & Strategy

Asda; Leeds; Hybrid; GBP 52,000 - 75,000; Full time

Benefits offered by this job

Discretionary company bonus

Pension up to 7% matched

Car allowance £5,700

Colleague discount 15%

Wellbeing services and wellbeing leave

Inclusion networks

Parental leave policies

Job summary

Asda is seeking a Customer Research & Insight Manager to join the Customer Planning & Insights team at Asda House. This full-time fixed-term role involves shaping end-to-end research projects and translating customer needs into actionable insight to inform strategy and experience decisions.

You will manage listening programmes, collaborate with cross-functional teams, and drive evidence-based recommendations.

Qualifications

• Proven experience across qualitative and quantitative research, ideally within retail with business judgement.
• Strong analytical and problem-solving skills, with a deep understanding of customer metrics and research approaches.
• Excellent communication and presentation skills, able to turn complex evidence into clear stories and practical recommendations.
• Confident to influence cross-functional and leadership stakeholders and challenge assumptions.
• Experience managing third-party research agencies and suppliers.
• Ability to prioritise and manage a varied research programme with budgets, timelines and deliverables.
• Proficient in Excel and PowerPoint.

Responsibilities

• Shape and lead end-to-end qualitative and quantitative customer research projects, translating business challenges into clear research questions, identifying knowledge gaps, and designing robust approaches that deliver actionable recommendations.
• Manage and develop key customer listening programmes, including customer closeness, brand and perception tracking, mindset insight and the virtual customer community.
• Act as a visible and trusted insight partner to cross-functional stakeholders, shaping briefs, prioritising research needs, recommending the right approach, and embedding customer evidence into decision making.
• Bring together and analyse customer, brand, market and competitor evidence to identify trends, understand behaviour and highlight opportunities for Asda.
• Manage external agency partners, subscriptions, and self-serve tools, providing direction and governance to ensure high-quality research and value for money.
• Create and share compelling reports, presentations and engagement moments that bring the customer voice to life and drive action across stakeholders at different levels.
• Continuously improve how research is conducted and delivered, shaping future approaches and outputs.
• Adopt a proactive approach by anticipating emerging business needs and embedding insight in governance, planning and decision-making.

Skills

Analytical skills

Communication skills

Presentation skills

Stakeholder influence

Agency management

Excel

PowerPoint

Curiosity & improvement mindset

Tools

Excel

PowerPoint

Job description

Asda is seeking a Customer Research & Insight Manager to join the Customer Planning & Insights team at Asda House. This full-time fixed-term role involves shaping end-to-end research projects and translating customer needs into actionable insight to inform strategy and experience decisions.

You will manage listening programmes, collaborate with cross-functional teams, and drive evidence-based recommendations.