Customer Insights Research Analyst

Customer Insights Research Analyst

Fulltime 38 hours per week 

As a Customer Insights Research Analyst, you’ll be a key driver behind one of the most exciting growth journeys in European retail. You will shape how millions of customers experience our brand by transforming research, feedback, and market signals into sharp, actionable insights. 

Beyond understanding customer behaviour, you will also play a strategic role in brand research and media effectiveness connecting GfK/Kantar data with first-party data and campaign results to guide brand positioning, equity, and media strategy across 14 countries. Your work will influence product decisions, marketing strategies, format innovation, and long-term planning.

This is your daily action

As our dedicated research analyst, you will design, execute, and interpret research that helps teams make smarter, faster decisions. You’ll work with advanced tools for survey design, text analytics, and behavioral insight, and you’ll collaborate across the business—from Marketing and Format Development to Buying, Operations, Digital, and Strategy. 

You will have the autonomy to shape your research roadmap, the opportunity to guide strategic questions, and the space to broaden your skills. Your findings will directly impact how we optimize our customer experience across Europe. 

Some examples of your tasks: 

• Analyze customer sentiment, motivations, expectations, and preferences across markets 
• Monitor market and category trends, turning wide-angle data into sharp strategic direction 
• Lead brand research projects: Analyze brand positioning and equity using GfK/Kantar trackers and internal data. 
• Correlate brand KPIs with business outcomes: Link awareness, consideration, and salience to share, penetration, and price premium. 
• Evaluate media effectiveness: Work with media agencies to assess campaign impact on brand lift and ROMI; recommend channel mix and flighting. 
• Deliver strategic insights: Create country-level decks, GM summaries, and buyer one-pagers with clear “so what?” recommendations 
• Support retail strategy: Translate brand insights into shelf, promo, and retail media guidance for buyers. 
• Develop dashboards and reports: Combine brand, business, and media KPIs for ongoing monitoring. 
• Collaborate with Analytics teams to enrich insights by combining research data with behavioral and transactional data 
• Work closely with internal stakeholders to define research questions, scope studies, and guide decision-making

You will join a curious, collaborative team that values independence, experimentation, and evidence-based decision-making. With our brand expanding across 14 countries, your research will have scale, visibility, and real influence on how we evolve. 

Your team

With tens of millions of fans across Europe, we keep surprising them week after week. We are constantly expanding the Action brand using a data-driven approach and by working in agile teams. 
Customer Insights is a crucial part of Action’s business strategy and plays a key role in continuously improving the customer experience. This team focuses on collecting and analyzing customer data to gain in-depth insight into our customers’ buying behaviour and preferences. 

The team explores patterns and trends in customer data, leading to valuable insights. These insights are then used strategically to optimize our product selection, marketing initiatives, and shopping and online experience. 

Our biggest challenge? One voice and one format, online and in more than 3,000 stores in 14 different countries. Learning new things every day and working with the best colleagues to make our popular brand even more successful is what makes us happy. Does this apply to you, too? 

This is you

You are curious by nature, always wanting to understand the “why” behind customer behavior. You combine analytical thinking with empathy, and you’re skilled at turning raw research into clear direction. You work independently, communicate confidently, and enjoy connecting with colleagues across the organization. 

In addition: 

• Experience designing, conducting, and analysing qualitative and quantitative studies
• Skilled in data interpretation, segmentation, and translating insights into business recommendations 
• Hands-on experience with dashboards or reporting tools (e.g., Power BI, Looker Studio) 
• Comfortable presenting insights to stakeholders and facilitating discussions 
• Experience with statistical analysis tools (e.g., SPSS, R, Python) is a plus 
• Experience with GfK/Kantar brand trackers and campaign evaluation is a strong plus. 
• Understanding of media strategy and brand-building principles (salience, distinctiveness, DBA’s). 
• Fluent in English, comfortable working in a cross-functional, international environment 
• Experience in retail, e-commerce, FMCG, or market research agencies is preferred 

What we offer

Surprisingly much! From our international headquarters in the Netherlands you have an impact on what happens in our stores across Europe. We welcome more than 15 million customers every week in more than 3,000 stores in 13 European countries. We have great growth ambitions. For Action and for you. Because our growth means that you can always take new steps. A different position, an interesting innovation project, new skills: you can continue to develop as a professional. And all this in a culture where our shared values are truly lived: customer focus, teamwork, simplicity, discipline, cost conscious and respect. 

Did you know that you can also count on us for: 

• A market-based salary based on a 38-hour work week 
• 24 days of holiday and the option to buy 5 extra days (based on 38 hours per week) 
• A fixed contract with the intention of offering you a permanent contract in the long term 
• Flexible working hours and the possibility of working up to 40% from home, of course in coordination with your team and manager 
• 15% staff discount on your purchases at Action  
• A good pension scheme  and a travel expenses allowance (Zwaagdijk-Oost is traffic jam-free and only 30 minutes by car from Amsterdam) 

How we contribute to society

If you only know Action from the stores, a world will open up for you when you come and work with us. We work hard to make a positive impact on society and the environment. Did you know, for example, that we support thousands of children worldwide who grow up in an SOS Children's Village? That our team reflects the diversity of our customers, including 151 different nationalities? That we purchase 100% of our wood products and 100% of our cotton sustainably? And that all our stores, DC’s and offices only use energy-efficient LED lighting? Yes, that is also Action. Curious about what other initiatives we’re facilitating? There’s a lot more we are proud of and we would love for you to be part of it. 

Interested?

We are proud to be an inclusive employer, and we warmly invite anyone who recognises themselves in the vacancy to apply. So take action and respond to this vacancy now! 

What happens next: 

1. Response to your application within 14 days (and usually earlier) 
2. First meeting with the manager and a colleague 
3. Second interview with more team members 
4. Welcome to Action… 

Throughout the process, your recruiter is your permanent point of contact and is available to answer any questions you may have.