Customer Research & Insight Manager

Asda Stores Ltd; Leeds; Hybrid; GBP 45,000 - 65,000; Full time

Benefits offered by this job

Discretionary bonus

Pension up to 7% matched

Car allowance £5,700

15% discount in store

Wellbeing services

Inclusion networks

Parental leave policies

Job summary

Asda Stores Ltd is hiring a Customer Research & Insight Manager to deepen understanding of customers and turn needs and perceptions into actionable insights across strategy, proposition, brand and the end-to-end shopping experience.

Shape and lead end-to-end qualitative and quantitative research projects, manage listening programmes, and partner with cross-functional stakeholders to embed customer evidence into decision-making. Hybrid working with some Home Office days.

Qualifications

• Proven experience across qualitative and quantitative research topics.
• Strong ability to translate data into actionable business insights.
• Excellent communication and presentation skills to convey findings clearly.
• Experience working with cross-functional stakeholders and agencies.
• Ability to prioritise multiple research programmes and manage timelines.

Responsibilities

• Shape and lead end-to-end qualitative and quantitative customer research projects, translating business challenges into clear research questions, identifying existing knowledge and 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 our external agency partners, subscriptions, and self-serve tools, providing clear direction, challenge 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 of the organisation.
• Continuously improve how research is conducted and delivered, using feedback and learning from what drives engagement and action to shape future approaches and outputs.
• Adopt a proactive approach by anticipating emerging business needs, highlighting opportunities early and ensuring insight is embedded within governance, planning and decision-making cycles.
• Contribute positively to the Customer & Digital function community and culture through active participation in team meetings, events and cross-functional collaboration.

Skills

Qualitative research

Quantitative research

Analytical thinking

Communication skills

Presentation skills

Stakeholder influence

Agency management

Excel

PowerPoint

Cross-functional work

Market research

Commercial acumen

Project management

Tools

Excel

PowerPoint

Job description

Job Title

Customer Research & Insight Manager

Location

Asda House

Employment Type

Full time

Contract Type

Fixed Term

Hours Per Week

37.5

Salary

Competitive salary plus benefits

Category

Category Management - SF

Closing Date

28 October 2026

Working within the Customer Planning & Insights team, you will help deepen Asda's understanding of customers and turn their needs, experiences and perceptions into clear, actionable insight. Your work will enable customer-led decision-making across strategy, proposition, brand, communications and the end-to-end shopping experience.

Find your role

• Shape and lead end-to-end qualitative and quantitative customer research projects, translating business challenges into clear research questions, identifying existing knowledge and 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 our external agency partners, subscriptions, and self-serve tools, providing clear direction, challenge 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 of the organisation.
• Continuously improve how research is conducted and delivered, using feedback and learning from what drives engagement and action to shape future approaches and outputs.
• Adopt a proactive approach by anticipating emerging business needs, highlighting opportunities early and ensuring insight is embedded within governance, planning and decision-making cycles.
• Contribute positively to the Customer & Digital function community and culture through active participation in team meetings, events and cross-functional collaboration.

Lets find out about you

• Proven experience across qualitative and quantitative research, ideally within the retail industry; combining strong research skills with commercial judgement and curiosity.
• Strong analytical and problem-solving skills, with a deep understanding of customer metrics and research approaches.
• Excellent communication and presentation skills, with the ability to turn complex evidence into clear and compelling stories, implications and practical recommendations for different audiences.
• The confidence to influence cross-functional and leadership stakeholders, constructively challenge assumptions and maintain focus on customer outcomes.
• Experience managing third-party research agencies and suppliers.
• The ability to prioritise and manage a varied research programme, balancing strategic and ad hoc business needs, budgets, suppliers, timelines and recurring deliverables at pace.
• Strong capability in Excel and PowerPoint.
• A proactive, curious and improvement-focused mindset.

Everything you'll love

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

Benefits

• Discretionary company bonus
• Company pension up to 7% matched
• Company Car allowance of £5,700
• 15% colleague discount in store and online
• Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day.

Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves.

Asda is Reimagining Retail

It’s hard for anyone to imagine how many different career possibilities there are at Asda. Ours is a big business, and beyond the roles you might be familiar with there are hundreds more you don’t often get to see. In fact, because our business is changing we're creating new roles all the time!