Head of Digital Research and Analytics

4 days ago

Doha, Qatar Digital Experience Full time

**Role Purpose**:
The Head of Digital Research & Analytics is responsible for establishing an integrated programme of user research and data analytics which will provide actionable user-insights and support data-driven decision-making for a leading arts and culture institution in Qatar.

This role is responsible for identifying and defining user testing requirements for new and existing public-facing digital products and initiatives and will commission or conduct the research themselves with the assistance of a team of 3 using either qualitative and user-centred design methodologies or quantitative, behavioural or statistical analysis.

Once user research and data have been evaluated against defined goals, Key Performance Indicators (KPIs) and other measures of impact and any fluctuations in data or trends identified, the Head of Research & Analytics must be able to draw out insights and effectively communicate findings to project teams and stakeholders across the organisation using a combination of digital dashboards, written reports or in-person presentations, as required.

The Head of Digital Research & Analytics plays a critical role by enabling the Digital Experience team to be audience-centred, understanding user behaviour and motivations and to evaluate the impact of their work. The insights gained through user-research and data analytics will directly inform planning, design, content and technical decision-making and will help identify opportunities to innovate and improve user experience through optimised digital products.

**Requirements**:
**RESPONSIBILITIES**
- Design an integrated programme of user research and data analytics that provides actionable insights and will support and inform the delivery of the organisation’s digital strategic goals
- Commission and/or conduct research activities using either qualitative and user-centred design methodologies or quantitative, behavioural or statistical analysis
- Establish research and analytics thinking within Digital Experience and embed knowledge and insights to support innovation and good practice across creative, technical and innovation teams
- Define qualitative and quantitative KPIs in liaison with the Director of Digital Experience, other team heads and relevant stakeholders
- Own user research and data capture and management for Digital Experience using relevant techniques and tools
- Establish benchmarks, measure and track results based on defined goals and KPIs, including web analytics and SEO tracking
- Work with the Digital Content team to establish SEO best practices and manage those results
- Analyse, manipulate, and synthesise user research findings and/or data to measure and report on user behaviour, noting key shifts, patterns and emerging trends
- Collaborate with product managers to define user testing needs and coordinate the integration of analytics into platforms and channels, where applicable
- Communicate key findings/figures through in-person presentations, regular (weekly/monthly) summary reports and/or ad hoc snapshot findings, as appropriate
- Design and implement automated solutions for business intelligence and reporting dashboards
- Monitor changes to the organisation's digital platforms that may impact the user experience or content performance
- Establish budgets and monitor expenditures

**EXPERIENCE REQUIRED**
- BA/BSc and/or MA degree in data science, human-centred design, UX research methods, information science, psychology or equivalent work experience in related user research, statistics or analytical field
- 10+ years of relevant work experience
- Extensive experience in using qualitative and user-centred design methodologies to design and conduct user testing for digital product development
- Experience in quantitative, behavioural or statistical analysis
- Experience defining, tracking and reporting on KPIs and other success measures for digital products
- Experience using user research and data to glean insights and make actionable recommendations
- Experience distilling and communicating complex research findings and/or data for both technical and non-technical stakeholders
- Extensive experience with web analytics tools, both on mobile (app and web) and desktop platforms (including Google Analytics)

**KNOWLEDGE AND SKILLS**
- Knowledge of user testing best practices
- Knowledge of tools and methodologies to support qualitative audience research and hand-on user testing
- Skilled with capturing and analysing web and app analytics using software
- Skilled at interpreting and communicating complex research findings and data through presentations, written reports and data visualisation
- Knowledge of SEO best practices
- Understanding of the use of data in AI-driven experiences a plus
- Knowledge of Microsoft Power BI or other enterprise business intelligence tool preferred

**PERSONAL SPECIFICATIONS**
- Highly motivated/self-starter with a sense of ownership, willingness to learn and collaborate, a high

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