Manager, Customer Insights (Qualitative)

The Hong Kong Jockey Club

Founded in 1884, The Hong Kong Jockey Club ("the Club") is a world-class horse sports and entertainment organisation that acts continuously for the betterment of our society. The Club has a unique value creation model, through which the Club generates sustainable economic and social value for the benefit of the community and supports the HKSAR Government in combatting illegal gambling.  The Club is Hong Kong’s largest single taxpayer and one of the city’s major employers. Its Charities Trust is one of the world’s leading charity donors.

The Division

The Sports Business Division is central to the Club’s overall aspiration to become a globally recognised sports and entertainment brand, with world-class horse racing at its core. The Division’s overarching focus is to deliver sustainable growth of the Club’s sports business, deepen customer engagement, and contribute to position the Club as a leading global sports and entertainment brand to enable its commitment to social betterment. Its strategy is delivered through three pillars: broadening the fan base and prospecting new customers, growing the sports wagering business, and building the Club’s brand and commercialising its assets. 

The Job

• Business Partnering & Research Proposals
  • Work closely with stakeholders to understand business challenges and translate them into focused research proposals, defining objectives, methodology, deliverables and timelines
• Qualitative Research Design
  •  Independently design in-house qualitative studies covering customer behaviours and preferences, UX/UI, concept testing and other business questions. Develop recruitment criteria, discussion guides and research materials appropriate to each study.
• Hands-on Fieldwork Execution
  •  Personally moderate focus groups and conduct in-depth interviews, managing fieldwork arrangements and using effective probing and observation to uncover customer needs, motivations and experiences.
• Analysis & Insight Generation
  •  Analyse qualitative evidence, identify meaningful patterns and synthesise findings into clear insights and practical recommendations addressing the original business questions.
• Insight Sharing & Business Application
  • Deliver compelling reports and presentations that connect customer evidence with business implications. Facilitate constructive discussions with stakeholders to identify actions and improvement opportunities.
• Agile Project Delivery
  • Own projects from proposal and design through fieldwork, analysis and insight sharing. Deliver analysis in an agile way to ensure catching up on the business question cycle, while maintaining research quality.
• Customer Experience Deep Dives
  • Collaborate with the Voice-of-Customer team and other stakeholders to investigate customer-experience issues and identify opportunities to improve online and offline experiences.
• Local Market & Customer Understanding
  • Apply knowledge of the Hong Kong market and enthusiasm for local racing and/or football to contextualise customer findings, identify relevant questions and deepen understanding of sports customers.
• Research Development & Small-scale Quantitative Studies
  • Continuously expand research knowledge beyond qualitative methods. Design and deliver small-scale quantitative projects where appropriate, integrating findings with qualitative learning to address business questions.
• Social Listening & Emerging Trends
  • Use social-listening findings and relevant secondary information to understand customer sentiment, identify emerging topics and complement primary research.
• Responsible Gambling & Compliance
  • Ensure research activities adhere to the Club’s Responsible Gambling Policy and applicable legal requirements relating to wagering.

About You

• A university degree in Marketing, Psychology, Sociology, Anthropology, Social Science or a related field
• A minimum of 10 years of relevant research experience, with a strong focus on hands-on qualitative research.
• Proven experience independently delivering in-house research projects from proposal and design through fieldwork, analysis and insight sharing.
• Demonstrated experience personally moderating focus groups and conducting in-depth interviews.
• Experience in customer behaviour and preference studies, UX/UI research and concept testing.
• Strong understanding of the Hong Kong market, with genuine enthusiasm for sports, particularly local racing and/or football.
• Strong qualitative research design capabilities, including methodology selection, recruitment criteria, discussion guides and research materials.
• Skilled in moderation, interviewing, probing and observation to uncover customer needs, motivations and barriers.
• Strong qualitative analysis and synthesis skills, translating research evidence into actionable business recommendations.
• Ability to integrate qualitative findings with quantitative data, social-listening findings and secondary research.
• Foundational quantitative research skills, with the ability and commitment to develop further and deliver small-scale surveys, including questionnaire design, fieldwork coordination and basic analysis.
• Strong insight storytelling, report-writing and presentation skills.
• Ability to plan and deliver end-to-end studies, submitting analysis within three weeks to one and a half months, depending on the business question and agreed scope.
• Agile and adaptable, responding constructively to evolving business questions, priorities and tight timelines.
• Open-minded and collaborative, comfortable working with people across different functions and backgrounds.
• Strong interpersonal and communication skills, including active listening, clarifying stakeholder needs and explaining findings clearly.
• Curious and passionate about expanding research knowledge beyond qualitative methods.
• Proactive and self-directed, taking ownership of projects while seeking input and support when needed.
• Strong business acumen and customer empathy, connecting customer understanding with practical business needs.
• Organised and detail-oriented, balancing multiple projects without compromising research quality.

Apply Now!

We offer competitive salary and benefits packages, dynamic working environment and development opportunities.

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Equal Opportunity and Inclusive Hiring

We are an equal opportunity employer and strive to create an inclusive workplace for all. Applicants from diverse backgrounds are welcomed to apply. If you have any special needs or require accommodations during the interview process, please e-mail us via careers@hkjc.org.hk.

Personal data provided by job applicants will be used strictly in accordance with the Club's notice to employees and job applicants relating to the Personal Data (Privacy) Ordinance. A copy of which will be provided immediately upon request.