Brand and Commerce Research Manager

About Sony Interactive Entertainment

PlayStation isn’t just the Best Place to Play — it’s also the Best Place to Work. Today, we’re recognized as a global leader in entertainment producing The PlayStation family of products and services including PlayStation®5, PlayStation®4, PlayStation®VR, PlayStation®Plus, acclaimed PlayStation software titles from PlayStation Studios, and more.

PlayStation also strives to create an inclusive environment that empowers employees and embraces diversity. We welcome and encourage everyone who has a passion and curiosity for innovation, technology, and play to explore our open positions and join our growing global team.

The PlayStation brand falls under Sony Interactive Entertainment, a wholly-owned subsidiary of Sony Group Corporation.

Role Overview: Brand and Commerce Research Manager

Reporting to the Manager, Consumer Insights within SIE GMSBO in London, UK, this 12-month role focuses on understanding the gaming consumer and marketplace to drive imaginative ideas across PlayStation. The Consumer Insights team is looking for a new member to manage, implement, analyze, report, and creatively present various forms of consumer research.

You will partner with stakeholders across PlayStation, investigating important topics in gaming and entertainment. The role requires advanced knowledge of consumer research and the video game industry, along with comfort managing complex qualitative and quantitative research initiatives. A track record of developing and acting upon consumer research to drive business strategy and success is highly valued.

As the Brand and Commerce Research Manager, your primary responsibility involves managing research projects examining the overarching PlayStation brand and consumer shopping experiences related to its products.

Within the Consumer Insights team, you will answer consequential business questions, collaborating with partners to conduct detailed studies and construct meticulous answers that enhance business understanding and action. This requires a desire to learn why people play and a drive to make the experience more exciting and rewarding. It also demands skill in data application and storytelling, understanding their synergy for groundbreaking insights. Most importantly, a passion for research, pushing the discipline and PlayStation itself to new and innovative places, is essential.

Key Functions and Responsibilities

• Represent the voice of the consumer, driving informed business choices.
• Leverage Sony Interactive Entertainment’s research investment for strategic insights.
• Design and execute globally-appropriate research projects using best practices.
• Manage research partners and resources for best-in-class projects.
• Identify future growth opportunities, unmet consumer needs, and market whitespace.
• Provide strategic counsel to internal and external partners.
• Build reports and presentations communicating larger themes from research observations.
• Promote personal development within the Consumer Insights team through feedback and mentorship.
• Monitor and manage budget across areas of focus, ensuring responsible spending.
• Support team members by ensuring internal visibility of your work.
• Connect the team to the latest research methodologies, partners, and tools.

Required Technical Skills

• Expert in PowerPoint slide design, focusing on data visualization and storytelling.
• High proficiency in online survey platforms and cross-tabulation portals/analytical software (e.g., SPSS, SAS, R, Tableau).
• Ample experience in survey design and writing, proficient in survey programming tools (e.g., Qualtrics, Decipher).
• Minimum five years of experience leading consumer research projects.
• Advanced degree or higher in Statistics or a similar quantitative field (e.g., Math, Economics, Engineering, Physics).

Required Professional Skills

• Proven ability to clearly communicate qualitative and quantitative research to senior executives.
• Exceptional reporting and presentation skills for diverse communication formats.
• Success working with or managing multiple research suppliers and agency partners.
• Extremely organized and detail-oriented, with a penchant for data accuracy.

Equal Opportunity Statement

Sony is an Equal Opportunity Employer, ensuring consideration for employment without discrimination based on gender, race, religion, marital status, disability, age, sexual orientation, pregnancy, parental status, or trade union membership.

We foster an inclusive environment, empowering employees and embracing diversity. Qualified applicants with arrest and conviction records will be considered for employment.

Key skills/competency

• Consumer Research
• Brand Research
• Market Research
• Quantitative Research
• Qualitative Research
• Data Analysis
• Storytelling
• PowerPoint
• Stakeholder Management
• Video Game Industry