The client is seeking a Head of Qualitative Insight to lead and shape a qualitative insight function within a creative and brand communications environment. This role combines creative, strategy, and research, with visibility at senior leadership level and the opportunity to work on high-profile global brands. The client is investing in growing its insight capability, and qualitative research is expected to be central to this evolution.
As Head of Qualitative Insight, you will take ownership of the qualitative research function, including both delivery and strategic direction. Responsibilities typically include leading and developing qualitative researchers (including hiring, coaching, and performance), designing and delivering high-quality qualitative research projects across a range of methodologies, and partnering with account and strategy teams to support key client relationships and drive growth. You will also contribute to insight-led decision making on major accounts, introduce and scale new methodologies (such as ethnography, semiotics, and digital or UX research), and ensure high standards of storytelling through compelling insight presentations that drive action.
Successful candidates are expected to bring strong commercial experience in qualitative research within an agency environment, along with proven ability to lead, mentor, and grow a team or practice area. The role requires deep expertise across qualitative methodologies with a creative and flexible approach, confidence in senior stakeholder and client engagement, and commercial awareness including involvement in proposals, pitching, or account growth. Interest in innovation is important, with exposure to related areas such as behavioural science, cultural insight, or emerging qualitative techniques.