Qualitative Research Analyst, Customer Insights

JOB SUMMARY

H-E-B is one of the largest, independently owned food retailers in the nation, operating over 380 stores throughout Texas and Mexico, with annual sales generating over $43 billion. H-E-B has led the way with creative new concepts and outstanding service. Our Customer Insights team ensures the voice of the customer and Partner is represented throughout the organization everyday by using qualitative and quantitative research, geospatial insights, analytics, and sensory research. Our approach to insights makes H-E-B well-known for tailoring and serving our customers better than anyone else.

As a Qualitative Research Analyst for Own Brand, you’ll work cross-functionally with the Own Brand (private label) and Merchant organization to design, execute, and analyze end-to-end qualitative consumer research studies that inform brand, product, and design of our world-class private label product portfolio. Your contributions will include project scoping, methodology planning, recruitment oversight, in-person and virtual focus group moderating, survey development, and qual-based reporting.

Successful analysts in this role understand the power of qual and quant working together to inform a customer centric brand strategy and product development process. They are proficient at all phases of the research process, possess strong project management skills, and thrive in a high energy cross-functional work environment. They are effective and influential communicators, naturally curious, and have a knack for quickly building trusted relationships with stakeholders.

Once you're eligible, you'll become an Owner in the company, so we're looking for commitment, hard work, and focus on quality and Customer service. 'Partner-owned' means our most important resources-People-drive the innovation, growth, and success that make H-E-B The Greatest Omnichannel Retailing Company.

Do you have a:
HEART FOR PEOPLE... willing to work with others to capture the voice of Texas families?
HEAD FOR BUSINESS... know how to use research to answer complex business questions?
PASSION FOR RESULTS... drive to customize your research and think outside the box to capture insights needed?

Who are we looking for?

• Bachelor’s or Master’s in related fields (advertising, marketing, communications, Sociology, Psychology, etc.)

• 5+ years of experience in consumer research / qualitative research / strategy consulting (preferably in a retail, CPG or other consumer-facing industry)

• Experience in brand planning, brand strategy, or product development a plus

• Experience working with a range of stakeholders (strategy, brand, marketing, design, product development, merchant, etc.)

• Regular exposure to or first-hand experience with focus groups or IDI moderation

• Regular exposure to or first-hand experience with quantitative research / mixed methods

What is the work?

• Leads multi-faceted brand strategy, product strategy, and design research studies from the initial project request through research planning, fielding, and final analysis and reporting with little supervision

• Facilitates any qualitative research method needed for the projects, including but not limited to moderating focus groups and in-aisle interviews or designing surveys

• Leads activation meetings to identify research objectives, goals, target customers, timelines, and potential implications of findings

• Develops research proposals with refined research objectives and detailed methodologies, facilitating group alignment on next steps

• Coordinates / schedules the research and identifies / coordinates needed deliverables

• Creates recruitment screeners and reviews results, collaborating with in-house recruitment team to identify the right participants for the research

• Leads the planning, writing, designing, and programing of research questionnaires, ensuring survey functionality, question integrity, and data accuracy, with minimal direction

• Leads the development of qualitative discussion guides and creative testing materials for dynamic and insightful focus group discussions

• Synthesizes qualitative data into clear themes, trends, and actionable insights – connecting learnings back to the objectives and delivering recommendations that inspire strategic decisions rather than prescriptive tactical fixes

• Creates and presents research reports that provide a clear, comprehensive, motivating, and actionable data story

• Presents findings to stakeholders and influence business decisions based upon the learnings

• Actively participates as the VOC in any internal brand, product, and design strategy meetings – influencing customer led decision making, voicing customer led design feedback and advocating for adequate concept differentiation / stress test visuals for customer testing

• Collaborates with quantitative counterparts on any mixed-method or multi-phased research initiatives

• Supports lower-level analysts on the team, providing guidance, coaching, and development

• Continuous learning, keeping up with industry trends, and thinking outside the box

Do you have what it takes to be a Qualitative Research Analyst for Own Brand?

• You can independently manage multiple on-going qualitative research projects from start to finish with various stakeholders across multiple business areas

• You have a strong ability to identify problems, gather/interpret data, identify trends and provide relevant, actionable recommendations

• You are open to collaboration and idea sharing with others assigned to your project, embracing a “best idea wins” mindset to achieve the strongest outcomes

• You demonstrate a genuine, caring approach to research and project management that considers both what is best for people and results

• You adapt to project changes with a positive and optimistic outlook

• You can delegate and/or ask for help / guidance on prioritization when needed

• You take initiative to keep projects moving to meet timelines

• You implement input and feedback from leaders, colleagues and stakeholders thoughtfully and without resistance

• You have strong visual storytelling and presentation skills to effectively convey findings and influence outcomes

• You communicate insights and recommendations clearly and confidently in a range of settings and circumstances

• You thrive in an environment that values curiosity and experimentation, seeking fresh ideas and improvements instead of sticking to the status quo

• You bring a proactive approach to learning and problem-solving, with the confidence to try new things and adapt quickly

• You have a keen eye for design and appreciate the role design has in customers’ affinities for certain brands or products, as well as the impact on their POS shopping selections

• Ability to quickly build trusted relationships with stakeholders, leaders, and colleagues

• Strong conversational skills (build rapport and guide discussion in a natural and engaging way, promoting open and honest discussion)

• Strong listening skills (carefully and attentively listening to other opinions and ideas, without interrupting)

• Experience with Qualtrics or other survey tools

• Working knowledge of UX, Persona Building, and/or Customer Journey Mapping

Can you…

• Be high functioning in a high-energy and dynamic teamwork environment

• Travel by car or plane for day trips and/or overnight stays

• Sit for extended periods of time

• Work for extended hours, sometimes in other cities