Job Description

ABOUT THE DEPARTMENT:

US Consumer Insights recently went through a transformational journey to change how McDonalds uses evidence-based data and deep consumer understanding to fuel business decisions, build marketing plans, shape longer-term strategic plans, and guide our creative communications. We do this through partnership and collaboration with functional areas across our organization, such as Marketing, Menu Innovation, Supply Chain, Digital, Development, Operations, Business Insights & Analytics, and Strategy.

JOB DESCRIPTION, FOUNDATIONAL INSIGHTS LEAD:

The Consumer Insights team is responsible for creating a deep understanding of McDonald’s consumers so that we can craft marketing, programming, menu innovation and restaurant experiences that meet customers’ ever-growing needs. Current areas of focus include Gen Z, particularly older members of this cohort 18-24; families also play a critical role for McDonald’s as a fun and engaging place for kids. And a place for kids and parents to share special moments together.

The Manager, Foundational consumer insights will lead the design, execution and socialization of our research into these priority consumer segments, as well as other primary foundational research to understand the use occasions most important to quick serve restaurants. This person will play a lead role in defining our learning agenda for the overall Marketing team, developing a learning plan to address these topics and then pulling that through to make it real for the team. This role has high visibility across the whole US Marketing team and is highly influential over making sure McDonald’s is able to build Culture in the US in authentic and compelling ways.

The Manager, Foundational consumer insights will also lead our dynamic tracking. Exploring the most important context and issues facing Americans today, how they are reacting and how McDonald’s should respond in those conditions. This role is critical to ensure McDonald’s is responsive to the increasing volatility and uncertainty consumers face today. 

This Manager will be encouraged to provide actionable analysis, insights, and foresight to understand and drive the performance of the business. Proven, applied research experiences, incorporating insights from various methodologies (primary consumer research studies along with internal data and various external, syndicated sources) and communicating the results are required.

THE IDEAL CANDIDATE IS…

·       Curious: someone who is passionate about understanding people, behaviors, needs and attitudes

·       Knowledgeable: A strong understanding of market research fundamentals; experience with survey design, sampling approaches, and journey mapping; experience with interpreting and applying learnings from more complex research methodologies (segmentation, max diff, and regression analysis)

·       A storyteller: comfortable packaging and presenting insights in a clear and compelling way that impact the thinking of cross-functional teams and at all levels of leadership

·       Strategic: ability to assess business strategies and objectives to determine where insights can have the most leverage

·       Organized: can drive projects to completion, prioritize across multiple needs, and productive manage relationships across internal, agency and vendor partners

·       A great teammate: brings a positive attitude and is resilient in the face of challenges

RESPONSIBILITIES:

• This role is accountable for the design, approach, and methodology chosen to address specific consumer or business issues as it relates to the broader McDonald’s Vision and Strategy.
• Select appropriate research vendors and serve as key contact; managing both qualitative and quantitative research projects from start to finish.
• Interacting with other departments as part of cross-functional teams that lead initiatives and communicate results throughout the organization, including senior management and franchisees.
• Serve as a Center of Excellence for McDonald’s on the work of the broader CI team and on Customer & Consumer Insights in general
• Consulting with other McDonald’s teams on an ongoing basis to: determine business needs, provide ongoing support and counsel, provide insight and direction
• Work with the Consumer & Business Insights teams to continually develop new methods, techniques to improve our understanding of the business.

Developing projects from inception to the communication of findings. This includes:

• Gathering data from internal and external sources
• Analyzing and synthesizing information utilizing various techniques
• Compiling results in a simple, concise, meaningful and actionable format
• Communicating results via written memos and in-person presentations

Qualifications

QUALIFICATIONS

Minimum Requirements:

• Minimum of 5 years of market research experience
• Bachelor’s Degree in related field required (e.g. Psychology, Anthropology, Behavioral/Cognitive Science, Statistics or Strategy).
• Experience in primary qualitative and quantitative research

Preferred Requirements:

• Ability to effectively manage large research initiatives that include identification of business objectives, research design, budgeting, negotiation, and supplier management.
• Ability to synthesize data and takeaways into simple, coherent actionable recommendations

Additional Information

McDonald’s is committed to providing qualified individuals with disabilities reasonable accommodations to perform the essential functions of their jobs. Additionally, if you (or another applicant of whom you are aware) require assistance accessing or reading this job posting or otherwise seek assistance in the application process, please contact recruiting.supportteam@us.mcd.com

McDonald’s provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to sex, sex stereotyping, pregnancy (including pregnancy, childbirth, and medical conditions related to pregnancy, childbirth, or breastfeeding), race, color, religion, ancestry or national origin, age, disability status, medical condition, marital status, sexual orientation, gender, gender identity, gender expression, transgender status, protected military or veteran status, citizenship status, genetic information, or any other characteristic protected by federal, state or local laws. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

Nothing in this job posting or description should be construed as an offer or guarantee of employment.