Senior Consumer Insights Researcher

LEGO Digital Play will bring the LEGO brand into digital entertainment in new, innovative, and wholly-owned ways. Our mission is to ensure the LEGO Brand remains as powerfully a part of children’s lives in the coming decades as it has ever been. We aim to reach every kid on the planet, their parents, and adult fans of LEGO—and provide them with meaningful, magical, and playful new experiences.
We are at the earliest phases of this new company, offering a unique opportunity to build a new entity for the world's most beloved and trusted brand. Our culture is open, collaborative, intellectually rigorous, and creatively vibrant.

We are looking for a Senior Consumer Insights Researcher to help play a leading role in how we understand our players. You will own research from brief to delivery, work independently across qualitative and quantitative methods, and translate findings into insights that genuinely shape product and design decisions.

This is not a management role, but it is a senior researcher. You will be a go-to research voice within cross-functional teams, a thoughtful collaborator with stakeholders, and an informal guide for more junior colleagues. You will report into the Head of Research and work closely with them to prioritise and plan.

Our player base spans multiplatform with UGC ecosystems, with a particular focus on kids and teen audiences. Video game research experience is essential. Experience researching with younger players is a significant advantage.

Key Responsibilities

Research Design & Execution

• Plan and run end-to-end research studies independently, selecting the right methodology for the question and the audience.

• Design discussion guides, surveys, and stimuli that are appropriate for the product stage and participant group, including children and teens.

• Manage fieldwork, recruitment, and vendor relationships to ensure studies run smoothly and on time.

• Bring rigour to your methods and be willing to try new approaches when standard ones are not the best fit.

Player & Audience Insights

• Build a detailed understanding of player motivations, behaviours, and unmet needs across the game lifecycle.

• Develop working knowledge of audiences ranging from kids to adults.

• Identify meaningful differences across age groups and game ecosystems, and use those differences to sharpen your recommendations.

• Synthesise findings from multiple sources into clear, prioritised insights that give teams something they can act on.

Stakeholder Influence

• Present research findings confidently to product, design, and marketing teams, tailoring your delivery to the audience.

• Build trusted relationships with cross-functional partners and contribute a player perspective to key decisions.

• Push back constructively when decisions risk losing sight of the player, and offer evidence-based alternatives.

• Contribute to research planning conversations with your manager, helping to prioritise where the team's time is best spent.

Collaboration & Informal Mentoring

• Work closely with other researchers, sharing your approach and helping them develop their skills where appropriate.

• Contribute actively to team discussions, retrospectives, and ways of working.

• Help onboard new team members and share institutional knowledge about players, products, and processes.

Data Integration

• Combine primary research with behavioural data and telemetry where relevant, working alongside analytics colleagues.

• Identify gaps in understanding and flag opportunities to your manager for new research or tools.
  

Qualifications

Research

• Confident across both qualitative (moderation, interviews, focus groups) and quantitative (survey design, analysis) methods.

• Able to design age-appropriate research materials, including for younger participants.

• Strong at synthesis, turning multiple inputs into a coherent, prioritised narrative.

Technical

• Comfortable with tools such as Qualtrics, Decipher, and SPSS, at least one to a working standard.

• Able to visualise and present data clearly for non-technical audiences.

• Experience working with behavioural or telemetry data alongside analytics teams is a plus.

Interpersonal

• Clear, confident communicator who can adapt their style for different stakeholders.

• Builds trust through the quality and consistency of their work, not through seniority.

• Able to give and receive feedback well.

Education

• A degree in Psychology, Human-Computer Interaction, Cognitive Science, Sociology, Anthropology, Market Research, or a related field is preferred.

• Postgraduate study or a dissertation with a focus on human behaviour, developmental psychology, or user research is a strong advantage. Professional qualifications from bodies such as the MRS or ESOMAR are a welcome addition.