Sr. Associate, Insights
Company: Potential Energy Coalition
Posted on: June 16, 2022
Why are so many concerned about climate change, but so few make
it a priority?
How can we get the average person to really _care_ about climate
change? A person who has a million other things on their mind, a
never-ending to-do list, a family to raise, a job to go to, and a
very busy life to live--how do we get _that _person to care to the
degree it takes to demand action?
If getting to the bottom of these complex questions sounds like
something you'd like to do for a living, we at Potential Energy may
have a great opportunity for you!
Potential Energy is a nonpartisan, nonprofit coalition that brings
together America's leading advertising, creative, analytic, and
media agencies to shift the narrative on climate change. Together,
we are using the power of marketing to develop new narratives,
engage new audiences, and build demand for a better, cleaner, more
prosperous world. You can see examples of our work
[++here++](https://potentialenergycoalition.org/work/) and you can
get a taste of our insights
We believe solving climate change is a human problem, not a
political one, and to get to the right answers we need a better
understanding of humans. That's where you come in! This role
focuses on conducting a wide variety of research to more deeply
understand people, and then apply that research to inspire and
inform creative concepts and communication platforms.
You'd have four primary responsibilities:
- **Design and manage qualitative research. **You will run our
"always on" qualitative research--a 60-person panel of moderate
moms who tell us about their lives, give us feedback on our
creative, and inspire our next round of work. You'll also have free
reign to suggest innovative qualitative research ideas that would
further deepen our understanding.
- **Conduct secondary research. **We want to be informed by the
best minds in behavioral science, change theory, the psychology of
persuasion, and the climate change sector. So when we have a big
research question (one we've been thinking about a lot lately: what
combination of factual understanding and emotional appeal best
leads to lasting persuasion?), we want to be guided by the leading
thinkers on that topic. So you would be in charge of secondary
research that helps us "get smart" on how to change hearts and
- **Package insights to inform others. **We learn a _lot _at
Potential Energy, and one of our ambitions is to leave the world
better informed than we found it. So part of your role will be
packaging up all of our insights so that everyone from high-profile
politicians to local pastors know how to talk about climate change
in a way that makes people care. You'll write our newsletter,
website copy, annual report, communication memos, and bring your
own ideas on the right way to get our message out.
- **Guide creative work. **Ultimately, our insights inform creative
campaigns. Your role will be the "voice of the customer," making
sure all the communication we come out with squarely appeals to the
values and priorities of our target audience.
Potential Energy is a small, flexible non-profit. We have the feel
of a start-up with the impact of an org that's been around for
ages! It's a fantastic place to work and we're going to be building
this role together, shaping it based on what's working, what you're
good at, and how we can have the greatest impact on the world! So
there is not a concrete set of qualifications that we're looking
for. With that said, the right person will be ---
- **Passionately curious about people. **You are our qualitative
research lead! The complexity of humanity should intrigue you,
conversations with people completely unlike yourself should enliven
you. People, fundamentally, should fascinate you.
- **A great writer! **You'll be packaging up our insights for
public consumption, so you need that elusive ability to spin a
phrase, pull out the interesting data point, find the hook, and
keep readers engaged.
- **A voracious reader! **For our secondary research, you'll be
reading books about pop psychology and academic papers on theories
of persuasion. You should love learning and maybe even get
irrationally excited when you stumble across that perfectly
- **Have some experience in the world of insights.** Maybe you've
managed focus groups in the past, or have experience translating
complex research into compelling prose. Maybe you're a journalist
or an academic, maybe you come from politics, maybe you come from
advertising. There are so many backgrounds that could have
relevance for our work, but if you're curious about people,
passionate about climate change, and driven by results, this role
could be a great fit.
Thanks so much for taking the time to explore this opportunity.
Full-time, Exempt, 40 hours/week
_Potential Energy is a project of Windward Fund, a 501(c)(3) public
charity that incubates new and innovative public-interest projects
and grant-making programs. Windward is committed to attracting,
developing and retaining exceptional people, and to creating a work
environment that is dynamic, rewarding and enables each of us to
realize our potential. Windward's work environment is safe and open
to all employees and partners, respecting the full spectrum of
race, color, religious creed, sex, gender identity, sexual
orientation, national origin, political affiliation, ancestry, age,
disability, genetic information, veteran status, and all other
classifications protected by law in the locality and/or state in
which you are working._
Keywords: Potential Energy Coalition, Annandale , Sr. Associate, Insights, Other , Annandale, Virginia
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