Customer Research & Insight Manager

Customer Research & Insight Manager

Asda House

Full time

Fixed Term

37.5

Competitive salary plus benefits

Category Management - SF

28 October 2026

Working within the Customer Planning & Insights team, you will help deepen Asda's understanding of customers and turn their needs, experiences and perceptions into clear, actionable insight. Your work will enable customer-led decision-making across strategy, proposition, brand, communications and the end-to-end shopping experience.

• Shape and lead end-to-end qualitative and quantitative customer research projects, translating business challenges into clear research questions, identifying existing knowledge and gaps, and designing robust approaches that deliver actionable recommendations.
• Manage and develop key customer listening programmes, including customer closeness, brand and perception tracking, mindset insight and the virtual customer community.
• Act as a visible and trusted insight partner to cross-functional stakeholders, shaping briefs, prioritising research needs, recommending the right approach, and embedding customer evidence into decision making.
• Bring together and analyse customer, brand, market and competitor evidence to identify trends, understand behaviour and highlight opportunities for Asda.
• Manage our external agency partners, subscriptions, and self-serve tools, providing clear direction, challenge and governance to ensure high-quality research and value for money.
• Create and share compelling reports, presentations and engagement moments that bring the customer voice to life and drive action across stakeholders at different levels of the organisation.
• Continuously improve how research is conducted and delivered, using feedback and learning from what drives engagement and action to shape future approaches and outputs.
• Adopt a proactive approach by anticipating emerging business needs, highlighting opportunities early and ensuring insight is embedded within governance, planning and decision-making cycles.
• Contribute positively to the Customer & Digital function community and culture through active participation in team meetings, events and cross-functional collaboration.

• Proven experience across qualitative and quantitative research, ideally within the retail industry; combining strong research skills with commercial judgement and curiosity.
• Strong analytical and problem-solving skills, with a deep understanding of customer metrics and research approaches.
• Excellent communication and presentation skills, with the ability to turn complex evidence into clear and compelling stories, implications and practical recommendations for different audiences.
• The confidence to influence cross-functional and leadership stakeholders, constructively challenge assumptions and maintain focus on customer outcomes.
• Experience managing third-party research agencies and suppliers.
• The ability to prioritise and manage a varied research programme, balancing strategic and ad hoc business needs, budgets, suppliers, timelines and recurring deliverables at pace.
• Strong capability in Excel and PowerPoint.
• A proactive, curious and improvement-focused mindset.

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

• Discretionary company bonus
• Company pension up to 7% matched
• Company Car allowance of £5,700
• 15% colleague discount in…