Qualitative Research Director

A senior Qualitative Research Director role is available with a focus on leading automotive research within a dynamic consultancy environment. This position is based in London with a hybrid work arrangement and requires regular European and occasional international travel. The successful candidate must have full UK working rights. As a pivotal client-facing role, the responsibilities include taking ownership of high-profile accounts and overseeing complex, multi-market projects, particularly within the automotive sector.

The director will manage end‑to‑end qualitative research programs, providing strategic insights through immersive, in-person research methodologies such as ethnography and focus groups, along with online communities and communications testing.

The role involves synthesizing consumer understanding into actionable recommendations, supporting innovation from initial exploration through to product development and refinement. The successful candidate will drive project leadership while managing quality and commercial relevance. This includes writing proposals, scoping projects, and having direct senior client interactions to provide valuable insights and recommendations. Additionally, the position requires managing costs, overseeing profitability, and presenting findings to stakeholders.

Line management responsibilities include mentoring at least one direct report and leading multidisciplinary project teams to coordinate timelines and outputs.

Ideal candidates will bring 7–10 years of market research experience with a strong qualitative focus and proven background in the automotive sector. Experience in consultancy or agency settings is preferred, along with a strong track record in ethnographic research and immersive fieldwork. The candidate should be comfortable with proposal writing, project costing, and commercial management, demonstrating the ability to mentor junior team members effectively.

The role suits those who thrive in environments that offer variety, autonomy, and responsibility, and require contributing to a collaborative, small‑team culture.