Entain is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. With offices across five continents and licences in more than 20 countries, we operate some of the most well-known and iconic brands in the industry with more than 250 years of combined history – names such as Ladbrokes, partypoker, bwin and Coral.
The global research function helps us understand the climate we’re operating in, how our brands are performing in a competitive context, and gives guidance on customer needs, motivations, preferences and intentions.
Entain invests heavily in its brands with a very significant marketing spend, and research is a critical pillar in managing that investment, alongside supporting the end to end customer experience across multiple products.
To that end, the global research team will be part centralised and part localised. The central element has two hubs – one for tracking studies and another focused on CX research requirements, working closely with the Global CX Director. The benefit of having these roles centralised is clarity of communication with a single point of contact for other centralised teams, (CX, Product marketing, RG, Group strategy/finance and BI). As well as uniformity of measurement across brands / countries, and synergies on agency and internal resource.
The localised part of the structure consists of a series of local market teams, UK/Ireland (this role), Europe and Rest of the World. These teams will be responsible for embedding the research insight from the central hubs within the brand teams and for running any bespoke research relevant to those particular brands (e.g. brand positioning, proposition development, customer segmentation, product ideation, new customer research, deep dives into key audiences or key issues raised by the CX team).
This role supports a local market customer research manager in executing ad hoc research studies. Research solutions will range from quantitative to qualitative studies or even desk research. Depending on the local market team, some of the research will go across countries and languages. Some surveys will be run in-house with our customers other may require using external panels and research agencies. It is highly likely that you will work on customer communities to gather certain areas of insight. You will work on projects that support business and brand strategy executing across many phases of the research process. You will also call on the Centres for excellence to support any research requests from your stakeholders where their functions cover the relevant insight.
Key Responsibilities
• Project manage ad hoc research:
• Questionnaire reviews
• Oversee translation process
• Overseeing fieldwork
• Specifying analysis
• Reading data tables
• Charting results
• Interpretation
• Pulling data to answer bespoke requests from stakeholders
• Liaising with research agencies on delivery
• Liaising with Centres for Excellence for supporting data
• Briefing data analyst on requirements for sample specs or enriched insight using customer data
• Deputise for customer research manager if needed
• Attend stakeholder meetings
Specialist skills and experience
• 1-2 years in Market Research
• Grounding in quant research - sound understanding of reading research data tables, questionnaire writing skills and charting results.
• Strong project management skills
• Demonstrates a curious mind
• Can evidence an eye for detail
• Able to juggle priorities and deliver to deadlines
• Working previously with data tabulation tools – e.g. SPSS, Telmar, IMS, Choices, Q
• Preferably some agency training
• Gambling industry knowledge a plus
• MRS qualification / membership or international equivalent a plus
Competencies / Behaviours
● Structured and organised
● Eye for detail
● Logical
● Inquisitive mind
● Collaborative
● Open / keen to share & learn
