Audience Analyst Lead

About the role

TEGNA Inc. (NYSE: TGNA) seeks an Audience Analyst Lead to manage and execute primary research that deepens our understanding of audiences, their needs, motivations, behaviors, preferences, and expectations across platforms. This role will design, conduct, and synthesize qualitative and quantitative research that informs content, brand, marketing, audience growth, and local market strategies across TEGNA.

Responsibilities

• Manage and execute end-to-end primary research projects, including scoping, methodology selection, instrument design, fieldwork coordination, analysis, synthesis, and presentation of findings.
• Design and conduct qualitative and quantitative research, including surveys, focus groups, in-depth interviews, online communities, concept testing, message testing, brand perception studies, audience segmentation, and content research.
• Partner with content, marketing, sales, strategy, and station teams to translate business questions into clear research objectives and practical research plans.
• Develop research that helps TEGNA better understand audience needs, motivations, behaviors, preferences, barriers, and expectations across linear, streaming, digital, social, and emerging platforms.
• Translate research findings into actionable recommendations that support content strategy, brand positioning, marketing effectiveness, audience growth, and local market priorities.
• Evaluate audience response to content concepts, programming ideas, messaging, campaigns, brand initiatives, and new audience opportunities.
• Synthesize qualitative and quantitative findings into clear, compelling stories and present recommendations to senior leaders, cross-functional stakeholders, and local market teams.
• Cook up with external research vendors and research platforms, supporting project timelines, budgets, deliverables, and methodological quality.
• Contribute to repeatable research approaches, templates, and best practices that strengthen the organization’s primary research capabilities.
• Stay current on research methods, tools, and emerging approaches, including AI-enabled research tools, while maintaining high standards for research quality and respondent integrity.

Qualifications

• 7+ years of experience in consumer insights, audience research, market research, brand research, media research, marketing research, or a related research function.
• 5+ years of experience managing primary research initiatives across qualitative and quantitative methodologies.
• Demonstrated expertise designing and executing surveys, focus groups, interviews, concept tests, message tests, segmentation studies, brand perception studies, and/or audience behavior research.
• Strong understanding of qualitative and quantitative research methods, including when and how to apply each method to answer business questions.
• Experience translating research findings into strategic recommendations for content, marketing, brand, audience development, local market strategy, or business strategy teams.
• Excellent data storytelling and presentation skills, with the ability to communicate complex findings clearly to executive and cross-functional audiences.
• Strong stakeholder management skills, including the ability to consult with internal partners, clarify objectives, and influence decisions through research.
• Experience using research platforms, tools, and vendor partners to support qualitative and quantitative primary research, including study design, respondent recruitment, fielding, analysis, synthesis, and reporting.
• Strong analytical skills with a proactive, structured approach to ambiguous business questions.
• Able to build relationships across all levels of the organization and work effectively in a fast-paced, collaborative environment.
• Media, entertainment, journalism, streaming, digital content, brand, or marketing research experience preferred.

Benefits

• Comprehensive benefits designed to safeguard the physical, mental and financial health of our employees and their families.
• Two medical plan options for full and part-time employees through Blue Cross Blue Shield of Texas, as well as access to dental and eye care coverage.
• Fertility, surrogacy, and adoption assistance; disability and life insurance.
• 401(k) program offering full, part-time, and temporary employees the opportunity to contribute 1% - 80% of their pay on a pre-tax basis to TEGNA’s 401(k).
• Teladoc and Spring Health wellness programs.
• Generous Paid Time Off (PTO) benefit.

EEO statement

TEGNA Inc. is a proud equal opportunity employer. We are proud to be an equal opportunity employer, hiring and developing individuals from diverse backgrounds and experiences to add to our collaborative culture. We value and consider applications from all qualified candidates without regard to actual or perceived race, color, religion, national origin, sex, gender, age, marital status, personal appearance, sexual orientation, gender identity or expression, family responsibilities, disability, medical condition, enrollment in college or vocational school, political affiliation, military or veteran status, citizenship status, genetic information, or any other basis protected by federal, state or local law. TEGNA will reasonably accommodate qualified individuals with disabilities in accordance with applicable law. If you are in need of an accommodation in order to submit your application, please email askhr@tegna.com