Manager, Primary Research & Ad Experimentation

NBCUniversal is one of the world's leading media and entertainment companies. We create world-class content, which we distribute across our portfolio of film, television, and streaming, and bring to life through our global theme park destinations, consumer products, and experiences. We own and operate leading entertainment and news brands, including NBC, NBC News, NBC Sports, Telemundo, NBC Local Stations, Bravo, and Peacock, our premium ad-supported streaming service. We produce and distribute premier filmed entertainment and programming through our powerhouse film and television studios, including Universal Pictures, DreamWorks Animation, and Focus Features, and the four global television studios under the Universal Studio Group banner, and operate industry-leading theme parks and experiences around the world through Universal Destinations & Experiences, including Universal Orlando Resort, home to Universal Epic Universe, and Universal Studios Hollywood. NBCUniversal is a subsidiary of Comcast Corporation. Visit for more information.

Our impact is rooted in improving the communities where our employees, customers, and audiences live and work. We have a rich tradition of giving back and ensuring our employees have the opportunity to serve their communities. We champion an inclusive culture and strive to attract and develop a talented workforce to create and deliver a wide range of content reflecting our world.

NBCUniversal is seeking a Manager of Primary Research within the Insights & Measurement team to execute research initiatives on behalf of the Ad Sales organization. These initiatives are in support of NBCU's broadcast, digital, and streaming platforms.

You will spearhead primary research studies to help guide key strategic decisions for the business. The scope of topics will vary, but you will be keenly focused on exploring audience intelligence around the following areas of focus: Entertainment, News, Multicultural Audiences, and the Agency/Marketer Buying community.

Day to day, you will consult with internal stakeholders to determine key objectives for upcoming projects, outline the right solution to solve these objectives, and steward each initiative from design to delivery. In this role, you will support the Senior Director of Primary Research and partner with stakeholders across the Advertising & Partnerships organization.

Ideally, you are a strong researcher ready to drive impact and craft development of proprietary insights.

Responsibilities include but are not limited to the following:

• Design and implement quantitative and qualitative research initiatives for the portfolio of NBCU brands.

• Partner with cross-functional teams to help identify relevant business issues, research objectives and hypotheses to land on the right methodological approach, with the ultimate goal of driving advertiser demand with those insights.??

• Craft research instruments like surveys, discussion guides, and banner plans while managing fieldwork, analyzing data, and extracting core insights.

• Synthesize and interpret large datasets to develop new perspectives on consumer viewing behavior, while also leveraging third party data to contextualize and amplify the learnings.

• Uncover insights in an agile, dynamic business environment via multi-methodological approaches, inclusive of AI-based tools.

• Build and manage relationships with external research vendors while developing internal research capabilities - and, to ensure adherence to industry best practices, stated timelines and data rigor.

• Collaborate with peers across the Insights & Measurement team to support each other's work, integrate processes, innovate, and contribute to a culture of collaborative growth.

• 7+ years' experience as a researcher at a media brand or agency. Supplier-side experience a plus.

• Expertise in leading, designing, executing, and reporting primary market research.?

• Strategic thinker with strong interest in advertising/media research, consumer behavior, and media usage.

• Demonstrated curiosity to learn the ad sales business and consumer viewing behavior while applying innovative methodologies to strengthen consumer insights.

• Experience mining large data sets and using data to tell clear and compelling stories.

• Experience with survey scripting and/or data analysis platforms like Qualtrics, Decipher, Quantilope, DisplayR, Crunch.io)

• Experience in leveraging digital measurement applications, ad effectiveness and syndicated research tools (e.g. Adobe Analytics, comScore Video Metrix, iSpot, PMI, KMB, Freewheel Analytics, MRI, YouGov, etc.).

• Strong proficiency in Microsoft Excel and PowerPoint required.

• Team player with very strong communication and interpersonal skills. Focused on cultivating and growing strong internal and external relationships.

• Capable of handling multiple projects in a fast paced, deadline-driven environment.

• Able to clearly represent technical and methodological concepts to non-technical stakeholders.

Desired Characteristics:

• Understanding of Brand Lift and Attribution methodologies

Additional Requirements:

This position has been designated as hybrid, which currently requires contributing from the office a minimum of three days per week. Beginning January 5, 2026, hybrid employees will be required to work from the office a minimum of four days per week. The Company reserves the right to change in-office requirements at any time.

This position is eligible for company sponsored benefits, including medical, dental and vision insurance, 401(k), paid leave, tuition reimbursement, and a variety of other discounts and perks. Learn more about the benefits offered by NBCUniversal by visiting the Benefits page of the Careers website.

Salary range: $95,000 - $120,000 (bonus eligible)

As part of our selection process, external candidates may be required to attend an in-person interview with an NBCUniversal employee at one of our locations prior to a hiring decision. NBCUniversal's policy is to provide equal employment opportunities to all applicants and employees without regard to race, color, religion, creed, gender, gender identity or expression, age, national origin or ancestry, citizenship, disability, sexual orientation, marital status, pregnancy, veteran status, membership in the uniformed services, genetic information, or any other basis protected by applicable law.

If you are a qualified individual with a disability or a disabled veteran and require support throughout the application and/or recruitment process as a result of your disability, you have the right to request a reasonable accommodation. You can submit your request to [email protected].