Audience Analyst Lead

Responsibilities

• Manage and execute end-to-end primary research projects, including scoping, methodology selection, instrument design, fieldwork, and analysis.
• Design and conduct qualitative and quantitative research such as surveys, focus groups, in-depth interviews, and segmentation studies.
• Partner with content, marketing, sales, and strategy teams to translate business questions into actionable research plans.
• Synthesize complex findings into compelling stories and actionable recommendations for senior leaders and cross-functional stakeholders.
• Evaluate audience response to content concepts, programming ideas, messaging, and brand initiatives across linear, streaming, and digital platforms.
• Coordinate with external research vendors to manage project timelines, budgets, and methodological quality.
• Contribute to repeatable research approaches, templates, and best practices to strengthen organizational capabilities.

Requirements

• 7+ years of experience in consumer insights, audience research, or a related market research function.
• 5+ years of experience managing primary research initiatives across both qualitative and quantitative methodologies.
• Demonstrated expertise in designing and executing surveys, focus groups, concept tests, and segmentation studies.
• Strong data storytelling and presentation skills with the ability to communicate complex findings to executive audiences.
• Proven stakeholder management skills and the ability to influence business decisions through research.
• Strong analytical skills with a proactive approach to solving ambiguous business questions.

Preferred Qualifications

• Experience in media, entertainment, journalism, streaming, or digital content research.
• Experience with AI-enabled research tools and emerging research methodologies.

Benefits

• Comprehensive medical, dental, and vision insurance plans.
• 401(k) program with company match (up to 4%).
• Access to virtual doctor appointments via Teladoc and therapy sessions through Spring Health.
• Generous Paid Time Off (PTO) and nine paid holidays per year.
• Fertility, surrogacy, and adoption assistance.

About the Company

TEGNA Inc. (NYSE: TGNA) helps people thrive in their local communities by providing trusted local news and services. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television.