Manager, Customer Insights (Qualitative)

Sits within the Sports Business Division, which is central to the Club's aspiration to become a globally recognised sports and entertainment brand with world-class horse racing at its core. The post-holder partners with stakeholders to translate business challenges into focused research proposals and personally delivers hands-on qualitative research end to end, from design and fieldwork through analysis and insight sharing. The work supports the Division's strategy of broadening the fan base, growing the sports wagering business, and building the Club's brand and commercialising its assets.

• Work closely with stakeholders to understand business challenges and translate them into focused research proposals, defining objectives, methodology, deliverables and timelines.
• Independently design in-house qualitative studies covering customer behaviours and preferences, UX/UI, concept testing and other business questions, developing recruitment criteria, discussion guides and research materials appropriate to each study.
• Personally moderate focus groups and conduct in-depth interviews, managing fieldwork arrangements and using effective probing and observation to uncover customer needs, motivations and experiences.
• Analyse qualitative evidence, identify meaningful patterns and synthesise findings into clear insights and practical recommendations that address the original business questions.
• Deliver compelling reports and presentations connecting customer evidence with business implications, and facilitate constructive stakeholder discussions to identify actions and improvement opportunities.
• Own projects from proposal and design through fieldwork, analysis and insight sharing, delivering analysis in an agile way to keep pace with the business question cycle while maintaining research quality.
• Collaborate with the Voice-of-Customer team and other stakeholders to investigate customer-experience issues and identify opportunities to improve online and offline experiences.
• Apply knowledge of the Hong Kong market and enthusiasm for local racing and/or football to contextualise customer findings, identify relevant questions and deepen understanding of sports customers.
• Continuously expand research knowledge beyond qualitative methods, designing and delivering small-scale quantitative projects where appropriate and integrating findings with qualitative learning.
• Use social-listening findings and relevant secondary information to understand customer sentiment, identify emerging topics and complement primary research.
• Ensure research activities adhere to the Club's Responsible Gambling Policy and applicable legal requirements relating to wagering.

• A university degree in Marketing, Psychology, Sociology, Anthropology, Social Science or a related field.
• A minimum of 10 years of relevant research experience, with a strong focus on hands-on qualitative research.
• Proven experience independently delivering in-house research projects from proposal and design through fieldwork, analysis and insight sharing.
• Demonstrated experience personally moderating focus groups and conducting in-depth interviews.
• Experience in customer behaviour and preference studies, UX/UI research and concept testing.
• Strong understanding of the Hong Kong market, with genuine enthusiasm for sports, particularly local racing and/or football.
• Strong qualitative research design capabilities, including methodology selection, recruitment criteria, discussion guides and research materials.
• Skilled in moderation, interviewing, probing and observation to uncover customer needs, motivations and barriers.
• Strong qualitative analysis and synthesis skills, translating research evidence into actionable business recommendations.
• Ability to integrate qualitative findings with quantitative data, social-listening findings and secondary research.
• Foundational quantitative research skills, with the ability and commitment to develop further and deliver small-scale surveys, including questionnaire design, fieldwork coordination and basic analysis.
• Strong insight storytelling, report-writing and presentation skills.
• Ability to plan and deliver end-to-end studies, submitting analysis within three weeks to one and a half months, depending on the business question and agreed scope.
• Agile and adaptable, responding constructively to evolving business questions, priorities and tight timelines.
• Open-minded and collaborative, comfortable working with people across different functions and backgrounds.

• Competitive salary and benefits package.
• Dynamic working environment.
• Development opportunities.

The Club is Hong Kong's largest single taxpayer and one of the city's major employers, and its Charities Trust is one of the world's leading charity donors.