Consumer Insights Coordinator

POSITION PURPOSE:
The S&I Coordinator supports the Strategy & Insights team in producing the consumer and business insights that guide marketing, menu, pricing and operations decisions at McDonald's Vietnam. The role is weighted towards Consumer Insights (about 65% of time) and supports Business Insights (about 35%). The position takes day-to-day ownership of research execution, from research materials and survey programming through working with the field team on fieldwork, data processing and reporting, and supports the recurring business performance reports and company dashboards, protecting the accuracy and timeliness of every insight that reaches the business.
KEY ACCOUNTABILITIES:
MARKET RESEARCH & CONSUMER INSIGHTS (about 65% of time)
External studies (agency-run): supports the S&I Consultant, who leads the agency relationship. Prepares briefing materials, checks questionnaire and sample and quota design, follows up with the agency on field progress, and checks agency deliverables against the brief.
Internal studies (in-house): owns the study end to end, from research design through to the final report, except the fieldwork itself, which is carried out by a field team or vendor. Covers research materials, survey programming, sample and quota, working with the field team on fieldwork, and raw data through to the study report.
2. DATA PROCESSING, ANALYSIS & INSIGHT REPORTING (part of the 65%)
Cleans, codes and weights survey data, builds cross-tabulations and runs significance testing, then produces the study report and a first-cut set of findings for review by the S&I Consultant, framed around the business decision the study informs.
3. BUSINESS INSIGHTS: REPORTING AND DASHBOARD SUPPORT (about 35% of time)
Prepares the recurring performance reports (weekly business review, bi-weekly topline, monthly and quarterly packs), refreshes, validates, and maintains the company dashboards and builds new report pages on existing models (Power Query and basic DAX), and compiles data packs for post-campaign evaluation and ABU submissions.
REQUIREMENTS:
Bachelor's Degree in Marketing, Market Research, Business Administration, Economics, Statistics, Data Analytics, Sociology or a related field.
1 to 2 years in a market research agency or a client-side Consumer Insights/Business Analytics team. Outstanding fresh graduates with solid research internship experience will be considered. Experience in QSR, F&B, retail or FMCG is a plus.
Market Research & Consumer Insights
Hands-on experience in quantitative research, including questionnaire/screener design, sampling & quotas, fieldwork coordination, data processing, and statistical analysis.
Experience working with research agencies: preparing briefs, reviewing research design/questionnaires, and validating deliverables.
Business Insights & Data
Advanced Excel skills, including PivotTables, lookups, and handling large datasets.
Foundation-level Power BI: Power Query, basic DAX, report building, dashboard refresh, validation and maintenance.
Comfortable working with transactional data (sales, product mix, campaigns) and ensuring data accuracy/completeness.
General
Strong PowerPoint and ability to translate data into clear business stories.
Working proficiency in English, strong attention to detail, and ability to manage multiple projects/deadlines.
Curious, adaptable, and open to learning new tools and methods.
Nice to Have
SPSS or similar statistical tools; qualitative research/CLT or pricing research (e.g. conjoint).
SQL, Python, advanced Power BI/DAX, semantic modelling, workspace management, and RLS.
Experience using AI tools for data preparation, analysis, reporting or automation, with outputs properly validated.
Background in QSR, F&B, Retail, or FMCG.
BENEFITS:
Competitive monthly salary
13th-month salary & performance bonus
Phone allowance
18 days of annual leave
McDonald's employee discount
Full compulsory insurance package
PVI private healthcare insurance, plus discounted plans for family members
Professional learning and career development opportunities
Send your CV via this LinkedIn Job post or email: [protected info]! Only shortlisted CVs will be contacted.