Associate Director - Qualitative

Associate Director / Director – Qualitative Research

• Location: Fully Remote (UK, US East Coast or Canada considered)

The Opportunity

A strategic insights consultancy is seeking a qualitative-led Associate Director or emerging Director to join its senior team.

The consultancy is a specialist in entertainment, with the majority of work focused on gaming. Direct gaming research experience is strongly preferred; however, candidates from broader entertainment, media, or cultural insight backgrounds with a genuine passion for gaming will be considered.

This is a senior, hands-on role for a confident “hard-core quallie” with strong planning sensibilities, excellent storytelling skills, and the ability to lead complex, strategic projects for US and European clients.

The Role

• Lead end-to-end qualitative research projects, from design through to debrief.
• New game and IP concept development
• Game and brand positioning
• Player and audience deep dives
• Lifestyle and cultural insight studies
• Concept and proposition development aligned to player understanding
• Apply a strong brand and planning lens to insight, turning behaviour and culture into clear strategic direction.
• Own senior client relationships, particularly with US-based clients.
• Write and present high-quality, compelling narratives for senior stakeholders.
• Work collaboratively with strategy and quantitative colleagues on integrated projects.
• Operate with a high degree of autonomy in a fully remote environment.

Note: The consultancy has strong quantitative capability; however, this hire is qualitative-first , with mixed-method exposure welcomed but not essential.

Candidate Profile

• Experience in qualitative research, ideally agency-side
• Gaming experience strongly preferred; entertainment/media experience plus authentic gaming passion also considered.
• Operating at Associate Director level or ready to step into an emerging Director role.
• Strong strategic thinker with clear planning and brand sensibility.
• Excellent writer and storyteller.
• Confident managing senior stakeholders and complex client environments.
• Comfortable working flexibly with US clients when required.

Why This Role

• High proportion of gaming-led, culturally rich projects.
• Senior visibility and genuine influence on client thinking.
• Fully remote, trust-based working model.
• Annual company trip – team bonding celebrations
• Clear scope to shape role and progression quickly.
• Competitive salary and strong bonus/profit-share culture.

If this sounds like the ideal role to match your skills, experience, and passion, please reach out to Rosie Cantwell to discuss in more detail.

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