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. GVC 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 (this role), 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, likely UK/Ireland, 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 will support the usability testing within the CX research team. Customer input on user experience is essential across both new product developments but also existing key journeys and you’ll make use of online tools and suppliers to enable customer engagement with your research. You will execute across many stages of the research process (recruitment, checking topic guides, observing moderating and learning these skills, analysing results and writing reports). You may also work alongside the local market teams for running user tests where in person or foreign language user testing is required. User tests will range from remote customer testing, qual F2F interviews, online qual groups or bespoke quant tests. You may also support the running of small customer panels that support feedback and fast testing amongst key target groups.
Training on any new tools of the UX testing trade
About The Company
We’re Entain. Our vision is to be the world leader in sports betting and gaming entertainment by creating the most exciting and trusted experiences for our customers, revolutionising the gambling space as we go. We’re experts in safer gambling and the company that is at the forefront of responsibility.
Combining technology and entertainment to create products that push the boundaries, Entain is home to a global family of more than 25 well-known brands – names such as bwin, Ladbrokes, Coral, Gala, Betdaq, and many more. With a focus on sustainability and growth, we will transform our sector for our players, for ourselves and for the good of entertainment.