Outside is the premier destination for active lifestyle enthusiasts and home to leading brands in the endurance sports, outdoor, and healthy living spaces. Each month, Outside reaches 80 million of the most active consumers in the world across its 25 media, digital, and technology platforms, creating an experience for both longtime adventurers and those just getting started. Outside’s membership offering, Outside+, bundles best-in-class storytelling, meal plans, gear reviews, online courses, films, TV series, discounted event access, magazines, and more.

The Audience Research Data Analyst will play a key role in interpreting and analyzing audience data to inform content, marketing, and sales strategies at Outside Inc. The ideal candidate will have experience working with large datasets, audience measurement tools, and analytics platforms to uncover actionable insights about audience behavior, engagement, and preferences. This role is critical in helping Outside understand its audience, optimize content strategies, and support advertising efforts by delivering data-driven recommendations.

Key Responsibilities

Audience Data Analysis:

• Analyze audience data, demographic information, and engagement metrics across multiple platforms
• Use first-party and third-party data sources (Nielsen, Comscore, etc.) to understand audience behavior and trends.
• Perform segmentation analysis to identify key audience groups, personas, and market opportunities.

Audience Segmentation & Insights:

• Leverage first-party data to perform in-depth audience segmentation, identifying distinct audience groups and personas based on behaviors, demographics, and preferences.
• Use audience insights to help inform content strategies and optimize campaigns, ensuring targeted messaging across platforms.
• Analyze cross-platform audience behavior to uncover emerging trends and growth opportunities for content and advertising.

Support Marketing & Sales Efforts:

• Collaborate with the sales and marketing teams to provide insights that support advertising sales pitches and drive revenue.
• Conduct and analyze brand lift studies across cross-platform campaigns
• Work with the pre-sales teams to conduct ad hoc surveys to assist in proactive pitches

Survey & Custom Research:

• Design and analyze surveys and focus groups to gather qualitative and quantitative data on audience preferences, motivations, and media consumption habits that produce measurable brand lift.
• Synthesize research findings into presentations and reports that are easily digestible by non-technical stakeholders.

Cross-Functional Collaboration:

• Work closely with content, sales, and product teams to ensure audience insights are leveraged appropriately.
• Present findings and recommendations to senior leadership to drive content, distribution, and monetization strategies.

Education:

• Bachelor’s degree in Marketing, Data Analytics, Statistics, Media Studies, or a related field.

Experience:

• 5+ years of experience in audience research, media analytics, or data analysis, preferably within the media or entertainment industry.
• Experience with traditional audience measurement tools such as Nielsen, Comscore, or similar platforms.Comfort with overlap analysis to identify potential opportunities via tools such as Permutive.
• Familiarity with data analysis tools like Amplitude, Excel, SQL, Python, R, or BI tools (Tableau, Power BI)
• Working knowledge of additional research tools like MediaRadar, SellerCrowd, Sponsor United, Statista, and Alchemer. As well as campaign measurement platforms like Upwave and Brand Metrics.
• Experience with high-level ad tagging and tracking, specific to study implementation and other measurement configuration a bonus.
  Skills & Competencies:
• Strong ability to analyze and interpret large datasets.
• Excellent communication and presentation skills, with the ability to convey insights to both technical and non-technical audiences.
• Analytical mindset with the ability to link audience behavior with business outcomes.
• Experience conducting both qualitative and quantitative research.
• General understanding of media/advertising workflows and how measurement fits into the landscape.

Preferred

Experience in digital media, advertising, or ad tech space
Familiarity with media industry trends and audience behavior shifts, including streaming and social media consumption patterns.