Consumer Research Analyst

NASCAR seeks a talented professional to join our Analytics and Insights team in the position of Consumer Research Analyst. The Consumer Research Analyst is responsible for leading qualitative and quantitative market research activities and insights to drive success for the company and key external partners. This position will be accountable to be the voice of the fan for the industry, building, managing, and data mining various data sets and dashboards, interacting with stakeholders across the industry, and helping to drive strategies with executives. 

Travel: 10% including weekends

ESSENTIAL DUTIES AND RESPONSIBILITIES include the following:

  • Provide key insights to internal as well as external stakeholders (including teams, tracks, sponsors, and other industry partners) to assist in meeting various goals and objectives
  • Extensive data mining capabilities to uncover trends in data, sub-groups of interest, social media habits, longitudinal data, and other key insights to assist internal and external partners on understanding fan attitudes and behaviors; utilize SPSS and Excel to drive advanced statistical analysis
  • Create and develop thorough insights on current and future attitudinal, lifestyle and cross-consumption landscape metrics
  • Educate internal customers on research process, including cost estimates, timing, deliverables, etc 
  • Manage the Official Fan Council panel; report results of research conducted on the to executives to assist in evaluating the health of the sport
  • Lead ad-hoc research requests/projects from start to finish, recommending the appropriate methodologies, managing RFP process and vendor selection, designing research and conducting data analysis, reporting, and presenting key insights
  • Serve as internal expert on the fans and enable decision makers to make informed business decisions through research findings and actionable insights
  • Manage vendor relationships to optimize data quality, available tools and services and cost management
  • Utilize syndicated research from partners such as Experian Simmons, Nielsen Scarborough, Nielsen Sports, etc. to provide consumer composition, behavioral/attitudinal insights and identify business opportunities
  • Create impactful, relevant and visually appealing research summaries and dashboards highlighting key insights
  • Complete research assessments on new research companies/products while managing select vendor relationships to optimize data quality, available tools/services and cost management
  • Integrate and work directly with other Analytics and Insights team members and other internal groups
  • Work effectively in a collaborative team environment while possessing a high level of attention to detail and accuracy