Job summary
We’re looking for an expert Research, Insight and Evaluation Lead to play a pivotal role in the delivery of our Communications Strategy, supporting HMRC in its transformation and helping collect more of the money that powers our public services.
This is an exciting time to join us as we improve how we develop impactful, evidence-based government communications. You will help shape our newly formed Communications Insight, Impact and Digital Solutions team, set our insight and evaluation strategy, and enable robust identification, tracking and evaluation of communications impact.
Responsibilities
You will lead a small team to deliver a programme of communications research – both quantitative and qualitative – including creative and message testing, campaign and brand tracking research, and representing HMRC’s communications interests in research projects owned by other parts of the department.
You will provide expert insight and evaluation advice and support for priority external and internal communications campaigns, drawing on HMRC’s own sources and those across and outside of government.
You will act as custodian of key reputation evidence sources, develop deep understanding of our audiences, influence stakeholders, provide clear and accessible products to shape strategic communications strategies, and support the development of our strategic plans.
You will support the setting of KPIs for HMRC’s Communications Strategy and Annual Plans, report on progress against these on a regular basis, and drive the research needed to measure communications performance against these KPIs.
Person specification
* Develop and deliver a programme of qualitative and quantitative research that meets the evidence needs of HMRC’s Communications function, providing strategic and audience specific insight, advice on appropriate research vehicles to support communications planning, and evaluation metrics for our communications strategies, plans, campaigns and activities.
* Work with stakeholders to draft research briefs that articulate research objectives and target audiences, and draft business cases and briefings for research planning rounds.
* Work with partner agencies to scope, design and implement fieldwork and ensure that outputs are clear, succinct and meet business objectives.
* Support communications colleagues in setting SMART objectives and developing metrics, baselines/benchmarks and KPIs to evaluate communications campaigns and activities and demonstrate communications’ impact.
* Develop a rigorous process for future evaluation including agreements on integration of campaign deflection costs and return on investment (ROI), and to plan, track and report against the objectives set out in HMRC’s communications strategy and annual plans.
* Assess the landscape into which our communications are landing, track HMRC’s reputation, and provide actionable insights in collaboration with other research owners to help inform communications priorities, evaluation measures and KPIs.
* Oversee delivery of the quarterly communications reporting hub, and the drafting of responses to enterprise level reporting commissions, with support from colleagues across the team.
* Champion the new Communications Information Management System (CIMS), and integrate insight and evaluation products and tools, such as a new insight library and audience segmentation database, to CIMS to support campaign planning and track impact.
* Drive collaboration with research teams in HMRC and with counterparts in other departments to build networks and links with other specialists, to ensure join up and support of cross‑government priorities.
* Expertise in commissioning and leading research projects, including procuring and managing external agencies, overseeing tendering, setting up contracts, onboarding agencies and managing suppliers.
* Expert understanding of a range of research methodologies, including both qualitative and quantitative approaches, and their application in evaluating communications, policy, or public service delivery.
* Strong analytical skills and ability to synthesise and draw conclusions from a range of evidence sources, turn these into actionable insight, and present these conclusions clearly and persuasively.
* Excellent stakeholder management skills, with experience of working with, advising and influencing a range of stakeholders, including advising and influencing senior leaders.
* Strong understanding of SMART objective setting and evaluation processes, including setting KPIs.
* Experience in communications/campaign or project/programme evaluation, performance reporting, and an understanding of ROI modelling.
* Evidence of leading high performing teams to deliver multiple work projects in a complex and fast-moving environment.
* Degree or equivalent experience in market research, social research, or a related field.
* Membership or accreditation of the Market Research Society.
* Membership of the Government Social Research (GSR) professional body for social researchers working in government.
* Experience in private and/or public sector communications or policy evaluation.
Transitional sites
* Benton Park View, Newcastle - moving to Pilgrims Quarter, Newcastle
Behaviours
* Seeing the Big Picture
* Communicating and Influencing
* Leadership
* Working Together
Benefits
* HMRC operates both Flexible and Hybrid Working policies, allowing you to balance your work and personal commitments.
* Generous leave allowance, starting at 25 days and increasing by a day for every year of qualifying service up to a maximum of 30 days.
* Pension – we make contributions to our colleagues’ Alpha pension equal to at least 28.97% of their salary.
* Family friendly policies.
* Personal support.
* Coaching and development.
Seniority level
Mid‑Senior level
Employment type
Full‑time
Job function
Analyst
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