Head of Qualitative Practice NEW

Barclays
Overview

Join us as Head of Qualitative Practice, where you will play a pivotal leadership role within our Decision Intelligence team and act as a trusted partner to senior stakeholders across the organisation. You will lead and develop a high-performing team dedicated to championing the Customer Voice, delivering impactful qualitative research that shapes strategy and informs innovative experiences for our 20 million UK customers. In this role, you will work closely with senior product and business leaders to frame complex challenges, influence decision-making, and identify where research can unlock the greatest value. You will set the direction and standards for qualitative practice, overseeing end-to-end research programmes – from scoping and methodology design to participant recruitment, fieldwork, analysis, and compelling, actionable reporting. By translating deep customer insight into clear strategic recommendations, you will equip senior teams with the confidence to make confident, customer-centric decisions.

To be successful as Head of Qualitative Practice you should have:

Qualifications

• Experience of leading, coaching, and developing a high-performing team of researchers.
• Experience in customer-focused research, with the ability to uncover meaningful insights through effective, in-depth qualitative interviewing.
• Experience in design research and qualitative research, with the ability to lead and deliver end-to-end research projects.
• Excellent senior stakeholder management up to Managing Director level, with the ability to manage expectations, engage effectively, and influence decisions.

Some other highly valued skills may include:

• Experience within Financial Services.
• Ability to translate complex data into clear, strategic insights that inform decision-making, shape priorities, and drive measurable business and customer outcomes.

You may be assessed on the key critical skills relevant for success in role, such as risk and controls, change and transformation, business acumen, strategic thinking and digital and technology, as well as job-specific technical skills.

This role will be based in London, Glasgow, Knutsford or Northampton.

Purpose of the role

To deliver the collection and analysis of research into customer needs, experiences and interactions, to support the creation of beautiful, useful, and innovative experiences and communications for our 20m UK customers. To put the Customer Voice at the heart of everything we do.

Accountabilities

• Delivery of end to end research programmes which are highly synergistic with other research and analytics activities conducted by the business including Design/UX Research, Colleague research, quantitative research and CX tracking.
• Collaboration with various departments including Design, Product, Channel, Marketing, Transformation and Technology, to brainstorm innovative design concepts, ensuring that research findings are integrated into all stages of the innovation cycle.
• Development and testing of prototypes, mock-ups, or value propositions to support the analysis of concept development and usability feedback from customers and internal stakeholders.
• Monitoring of emerging technologies, industry trends, design best practices, societal changes, and economic trends that may impact the Customer landscape and influence Barclays strategic decisions.
• Utilisation of data analytics tools to extract insights from market research,customer surveys,and feedback sessions to identify new opportunities and understand evolving customer needs.
• Management of all risk relating to the Insight process, (and in particular Data Privacy risk) including identification of potential risks, development of strategies to mitigate those risks, and maintenance of alignment with Chief Controls Office and Data Privacy Compliance.
• Management of all Research programmes, including oversight of colleagues and their performance, implementation of departmental goals and objectives, oversight of department efficiency and effectiveness.

Vice President Expectations

• To contribute or set strategy, drive requirements and make recommendations for change. Plan resources, budgets, and policies; manage and maintain policies/ processes; deliver continuous improvements and escalate breaches of policies/procedures
• If managing a team, they define jobs and responsibilities, planning for the department’s future needs and operations, counselling employees on performance and contributing to employee pay decisions/changes. They may also lead a number of specialists to influence the operations of a department, in alignment with strategic as well as tactical priorities, while balancing short and long term goals and ensuring that budgets and schedules meet corporate requirements
• If the position has leadership responsibilities, People Leaders are expected to demonstrate a clear set of leadership behaviours to create an environment for colleagues to thrive and deliver to a consistently excellent standard. The four LEAD behaviours are: L – Listen and be authentic, E – Energise and inspire, A – Align across the enterprise, D – Develop others
• OR for an individual contributor, they will be a subject matter expert within own discipline and will guide technical direction. They will lead collaborative, multi-year assignments and guide team members through structured assignments, identify the need for the inclusion of other areas of specialisation to complete assignments. They will train, guide and coach less experienced specialists and provide information affecting long term profits, organisational risks and strategic decisions
• Advise key stakeholders, including functional leadership teams and senior management on functional and cross functional areas of impact and alignment.
• Manage and mitigate risks through assessment, in support of the control and governance agenda.
• Demonstrate leadership and accountability for managing risk and strengthening controls in relation to the work your team does.
• Demonstrate comprehensive understanding of the organisation functions to contribute to achieving the goals of the business.
• Collaborate with other areas of work, for business aligned support areas to keep up to speed with business activity and the business strategies.
• Create solutions based on sophisticated analytical thought comparing and selecting complex alternatives. In-depth analysis with interpretative thinking will be required to define problems and develop innovative solutions.
• Adopt and include the outcomes of extensive research in problem solving processes.
• Seek out, build and maintain trusting relationships and partnerships with internal and external stakeholders in order to accomplish key business objectives, using influencing and negotiating skills to achieve outcomes.

All colleagues will be expected to demonstrate the Barclays Values of Respect, Integrity, Service, Excellence and Stewardship – our moral compass, helping us do what we believe is right. They will also be expected to demonstrate the Barclays Mindset – to Empower, Challenge and Drive – the operating manual for how we behave.