Manager, Primary Research & Ad Experimentation

NBCUniversal; New York (NY); Hybrid; USD 95,000 - 120,000; Full time

Benefits offered by this job

Medical, dental, and vision insurance

401(k)

Paid leave

Tuition reimbursement

Job summary

A leading media company is seeking a Manager of Primary Research to drive initiatives supporting the Ad Sales organization. This role focuses on audience intelligence in entertainment and news while collaborating with stakeholders to inform strategic decisions. Ideal candidates have over 7 years of research experience, a strong command of data analysis, and excellent communication skills. This position offers a hybrid work model and various benefits.

Qualifications

• 7+ years’ experience as a researcher at a media brand or agency.
• Expertise in leading and executing primary market research.
• Strong proficiency in Microsoft Excel and PowerPoint.

Responsibilities

• Design and implement quantitative and qualitative research initiatives.
• Partner with teams to identify research objectives and methodologies.
• Synthesize and interpret large datasets to develop consumer insights.

Skills

Primary market research

Research design

Data analysis

Microsoft Excel

Communication skills

Tools

Qualtrics

Adobe Analytics

PowerPoint

Job description

Manager, Primary Research & Ad Experimentation

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This range is provided by NBCUniversal. Your actual pay will be based on your skills and experience – talk with your recruiter to learn more.

Base pay range

$95,000.00/yr - $120,000.00/yr

Job Description

NBCUniversal is seeking a Manager of Primary Research within the Insights & Measurement team to execute research initiatives on behalf of the Ad Sales organization. These initiatives are in support of NBCU’s broadcast, digital, and streaming platforms.

You will spearhead primary research studies to help guide key strategic decisions for the business. The scope of topics will vary, but you will be keenly focused on exploring audience intelligence around the following areas of focus: Entertainment, News, Multicultural Audiences, and the Agency/Marketer Buying community.

Day‑to‑day, you will consult with internal stakeholders to determine key objectives for upcoming projects, outline the right solution to solve these objectives, and steward each initiative from design to delivery. In this role, you will support the Senior Director of Primary Research and partner with stakeholders across the Advertising & Partnerships organization.

Ideally, you are a strong researcher ready to drive impact and craft development of proprietary insights.

Responsibilities

• Design and implement quantitative and qualitative research initiatives for the portfolio of NBCU brands.
• Partner with cross‑functional teams to identify relevant business issues, research objectives, and hypotheses to land on the right methodological approach, ultimately driving advertiser demand with those insights.
• Craft research instruments like surveys, discussion guides, and banner plans while managing fieldwork, analyzing data, and extracting core insights.
• Synthesize and interpret large datasets to develop new perspectives on consumer viewing behavior, leveraging third‑party data to contextualize and amplify the learnings.
• Uncover insights in an agile, dynamic business environment via multi‑methodological approaches, inclusive of AI‑based tools.
• Build and manage relationships with external research vendors while developing internal research capabilities—ensuring adherence to industry best practices, stated timelines, and data rigor.
• Collaborate with peers across the Insights & Measurement team to support each other’s work, integrate processes, innovate, and contribute to a culture of collaborative growth.

Qualifications

• 7+ years’ experience as a researcher at a media brand or agency. Supplier‑side experience a plus.
• Expertise in leading, designing, executing, and reporting primary market research.
• Strategic thinker with strong interest in advertising/media research, consumer behavior, and media usage.
• Demonstrated curiosity to learn the ad sales business and consumer viewing behavior while applying innovative methodologies to strengthen consumer insights.
• Experience mining large data sets and using data to tell clear and compelling stories.
• Experience with survey scripting and/or data analysis platforms like Qualtrics, Decipher, Quantilope, DisplayR, Crunch.io.
• Experience leveraging digital measurement applications, ad effectiveness, and syndicated research tools (e.g., Adobe Analytics, comScore Video Metrix, iSpot, PMI, KMB, Freewheel Analytics, MRI, YouGov).
• Strong proficiency in Microsoft Excel and PowerPoint required.
• Team player with very strong communication and interpersonal skills. Focused on cultivating and growing strong internal and external relationships.
• Capable of handling multiple projects in a fast‑paced, deadline‑driven environment.
• Able to clearly represent technical and methodological concepts to non‑technical stakeholders.

Desired Characteristics

• Understanding of Brand Lift and Attribution methodologies.

Additional Requirements

This position has been designated as hybrid, which currently requires contributing from the office a minimum of three days per week. Beginning January 5, 2026, hybrid employees will be required to work from the office a minimum of four days per week. The Company reserves the right to change in‑office requirements at any time.

Benefits

This position is eligible for company‑sponsored benefits, including medical, dental and vision insurance, 401(k), paid leave, tuition reimbursement, and a variety of other discounts and perks. Learn more about the benefits offered by NBCUniversal by visiting the Benefits page of the Careers website.

EEO Statement

As part of our selection process, external candidates may be required to attend an in‑person interview with an NBCUniversal employee at one of our locations prior to a hiring decision. NBCUniversal’s policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.

If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation. You can submit your request to [e-mail].