Analyst, Research

You will join the Research team, a team of four that works across all WPP Media Canada clients and projects, and will report to the Director, Research. As part of this team, you will contribute to a wide range of research initiatives, helping clients better understand their audiences, brands, competitive landscapes, and campaign performance. You will have the opportunity to work across industries and engage with both quantitative and qualitative research methodologies, while exploring innovative ways to elevate research through data, technology, and AI.

At the same time, you will be part of a broader Strategy, Research, and New Business hub, collaborating closely with colleagues across multiple disciplines. This cross-functional environment will expose you to strategic planning, audience insights, media effectiveness, thought leadership, and business development initiatives. As WPP continues to invest in AI-powered capabilities, you will play an active role in adopting and integrating emerging tools and technologies that enhance research quality, drive efficiency, and help transform data into actionable recommendations for client growth.

Responsibilities:

Quantitative and Qualitative Research Projects Design, Execution & Analysis:

• Conduct comprehensive U&A, Brand Health tracker, Creatives testing, Focus Group/Interview, and other research ad-hoc studies, utilizing both qualitative and quantitative methodologies, from design through reporting
• Lead Ad Lift and campaign measurement studies, assessing key metrics such as reach, attention, brand health shifts, and consumer actions.
• Manage these projects from start to end including working out commercial proposals, facilitating the invoicing and documentation processes, communicating with clients, and managing vendors and paperwork.

Support of the Strategy and Planning processes:

• Analyze target audiences and consumers, uncover insights about their media habits, consumer behavior, and lifestyle, and translate them into recommendations
• Analyze industries, goods and service categories, and marketing competitive landscapes to deliver actionable insights.
• Evaluate brand performance and identify growth opportunities for client businesses.
• Work out slides or other materials based on the findings, for New Business or Current Client projects, and present them
• Learn and use the WPP Strategic Framework for the outlined above tasks

Competitive reporting:

• Lead ad competitive reporting process for the assigned accounts, including pulling the competitive data from the vendors’ tools, processing and preparing data for analysis, updating reports (Excel, PowerPoint, etc.), and presenting to the clients
• Stay up to date with all changes of the data vendors’ methodologies

Tool & Resource Management:

• Support the team lead in overseeing the operational aspects of research tools and datasets, vendor relations, trainings, and license distribution.
• Support the team lead in effective deployment of global WPP research studies and tools within the Canadian market, including facilitating local fieldwork, configuring tools, and providing comprehensive team training.
• Support the team lead in driving integration and deployment of emerging AI tools in all processes and projects to raise the bar of the deliverables and elevate the efficiency of the team and processes, aligning with the Director's strategic direction.

Thought Leadership:

• Support the team lead and colleagues with the WPP Annual and Client-tailored Media Landscapes and overviews
• Together with the Communication lead, work on investigating emerging trends in Canada and Worldwide, and creative reports and articles based on the findings of
• Support the Executive team with comprehensive market and industry analytics.

Skills:

General Experience and Core Professional Skills:

• One year of professional experience in a research- or strategy-focused role, preferably within a media agency, creative agency, research company, or brand-side insights or analytics team.
• High level of analytical and detail-oriented skills with a passion for data and insights.
• A strong interest in media, advertising, culture, and consumer behavior.
• Excellent verbal and written communication skills in English, with the ability to present information clearly and concisely. Fluency in French is an asset.
• Proven ability to manage multiple tasks, prioritize effectively, proactively solve problems, and meet deadlines in a dynamic environment.

• Eagerness to both learn and develop new research methodologies, tools, and industry trends.

• Highly organized, detail-oriented, and proactive, with a strong commitment to accuracy and quality, and delivering impactful work.
• A collaborative team player who thrives in a fast-paced, dynamic agency environment.

Research Expertise (Methodological & Analytical)

• Quantitative Research Support:
• Familiarity with survey design principles and questionnaire development.
• Experience with data cleaning, tabulation, and basic statistical analysis (e.g., frequencies, crosstabs).
• Proficiency in using cross-tabulation software or similar data analysis environments.
• Understanding of basic statistical concepts (e.g., averages, percentages).
• Qualitative Research Support:
• Familiarity with various qualitative methodologies (e.g., focus groups, in-depth interviews).
• Ability to assist with notetaking, transcription, and preliminary thematic coding.
• Specialized Research Areas (Familiarity/Support):
• Understanding of Usage & Attitude (U&A) studies.
• Familiarity with Brand Health and Ad Tracking and campaign effectiveness measurement.
• Exposure to consumer segmentation and market analysis.
• Insight Contribution: Ability to contribute to the interpretation of data and assist in translating findings into actionable insights and eventually in a cohesive story

Strategic & Business Acumen

• Basic understanding of media and marketing strategies.
• Eagerness to learn about client business objectives and how research contributes to their success.

Communication & Collaboration

• Clear and concise written communication for reports, emails, and internal documentation.
• Effective verbal communication for team discussions and internal presentations.
• Ability to collaborate effectively within a team and with cross-functional partners.
• Strong attention to detail in all written and verbal communications.

Technical & Tool Proficiency

• Proficiency in Microsoft Office Suite (Excel, PowerPoint, Word) is essential.
• Familiarity with or willingness to learn media software and platforms (e.g., nLogic, Mediaradar/Vivvix, Pathmatics, Telmar, Vividata, Comscore, Statista, Euromonitor, SimilarWeb, Social Listening tools).
• Experience with survey platforms (e.g., Qualtrics, SurveyMonkey) is a plus.
• Familiarity with data visualization tools (e.g., Tableau, Power BI, advanced Excel) is a plus.
• Interest in exploring and utilizing AI tools to improve research efficiency, past experience of creating agents or deep leverage of AI solutions is a very strong plus

Project Support:

• Ability to manage individual tasks and responsibilities within larger research projects.
• Strong organizational skills to maintain project documentation and adhere to timelines.

Life at WPP Media & Benefits

Our passion for shaping the next era of media includes investing in our employees to help them do their best work. WPP Media employees can tap into the global WPP network to pursue their passions, grow their networks, and learn at the cutting edge of marketing and advertising.

We offer:

• Competitive medical, vision, and dental insurance.
• Group retirement plans.
• Significant paid time off.
• Preferential partner discounts.
• Employee mental health awareness days.
• Frequent in-office events to celebrate wins, share thought leadership, and mark milestones.

We believe the best work happens when we’re together, fostering creativity, collaboration, and connection. That’s why we’ve adopted a hybrid approach, with teams in the office around four days a week.

Diversity & Inclusion

WPP Media is an equal opportunity employer and considers applicants for all positions without discrimination. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

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Application Note: While we appreciate all applications received, only those candidates selected for an interview will be contacted.