Qualitative Research Director

QUALITATIVE RESEARCH DIRECTOR

UP TO £95,000 + discretionary bonus LONDON - HYBRID - 3 DAYS A WEEK

Please note: you must have full UK right to work and be open to regular European (and occasional international) travel.

ABOUT THE BUSINESS

This boutique market research consultancy is part of a larger global marketing group, offering the agility of a small, specialist team with the backing and reach of an international network. The business is in a clear phase of growth, expanding its UK team following recent change and increased client demand.

The consultancy partners with major global brands across sectors including automotive, FMCG, consumer goods, and technology. A significant proportion of work is focused on automotive research, supporting clients through complex, multi-year product development programmes.

The organisation is known for deep, immersive qualitative research, combining strategic insight with hands-on fieldwork to deliver commercially meaningful outcomes.

THE TEAM

You'll join a close-knit UK qualitative research team within a wider international consultancy of around 70 people globally. The UK team is small, collaborative, and fast-moving, with individuals expected to be hands-on and highly adaptable.

The environment suits people who enjoy variety, autonomy, and responsibility. Everyone contributes across proposals, delivery, analysis, and client engagement, with limited hierarchy and a strong sense of shared ownership.

This role will involve some line management, alongside significant project leadership and day-to-day stakeholder management.

THE ROLE

This is a senior, client-facing Qualitative Research Director position, focused primarily on automotive research. The role sits at a pivotal point in the team, taking ownership of high-profile accounts and complex, multi-market projects.

You'll lead end-to-end qualitative research programmes, from proposal writing and costing through to fieldwork, analysis, and strategic storytelling. Projects frequently involve immersive, in-person research, including extended ethnographies and international travel.

The role combines strategic oversight with hands-on delivery and will suit someone comfortable operating in a small, agile consultancy where everyone "rolls up their sleeves".

KEY RESPONSIBILITIES

Research Leadership & Delivery

• Lead complex qualitative research programmes across automotive and other consumer sectors.

• Design and deliver methodologies including focus groups, in-depth interviews, online communities, comms testing, and ethnographic fieldwork.

• Manage end-to-end project delivery, ensuring quality, rigour, and commercial relevance.

Client & Commercial Ownership

• Own senior client relationships and act as a trusted research partner.

• Write proposals, scope projects, manage costs, and oversee profitability.

• Confidently present findings and recommendations to senior stakeholders.

Fieldwork & Analysis

• Conduct immersive, in-person research, including extended ethnographies (often several hours with a single participant).

• Lead analysis and insight development, translating consumer understanding into clear, actionable narratives.

• Support innovation and NPD projects from early exploration through to prototyping and refinement.

Team & Project Management

• Provide line management to at least one direct report.

• Lead multi-disciplinary project teams, coordinating timelines, outputs, and stakeholders.

• Contribute to the ongoing development of best practice within the qualitative team.

SKILLS & EXPERIENCE REQUIRED

• 7-10 years' experience in market research, with a strong qualitative focus.

• Proven experience working within the automotive sector (essential).

• Background in consultancy or agency environments preferred.

• Strong experience in ethnographic research and immersive fieldwork.

• Confident proposal writing, project costing, and commercial management skills.

• Experience managing projects and mentoring junior team members.

• Comfortable working in a small, fast-paced, highly collaborative team.

• Willingness to travel regularly across Europe and occasionally further afield.

WHY APPLY?

• Join a growing consultancy at a pivotal stage of expansion.

• Work on high-impact, global automotive research projects.

• Enjoy a senior, visible role with genuine autonomy and influence.

• Be part of a small, agile team backed by a global marketing network.

• Benefit from flexible working, discretionary bonus, and international exposure.