UK

United Kingdom · Marketing · Lead (8-12 years)

Research Manager

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  • Experience bandLead (8-12 years)
  • Direct reports3-8 reports
  • Reports toDirector of Market Research & Insights
  • UK framework levelUsually a manager, or the deepest specialist in a team

Also advertised as Lead Marketing Research Analyst · Senior Insights Manager · Head of Research Programmes

Built on 43,079 real UK job descriptions we analysed · grounded in what real qualifications cover

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

AIM Qualifications Level 2 Certificate in Employability and Development Skills AIM Qualifications · Level 2 · covers 2 of 10 standards
AIM Qualifications Level 2 Award in Employability and Development Skills AIM Qualifications · Level 2 · covers 2 of 10 standards
Qualifi Level 5 Extended Diploma in Strategic Business Management Qualifi Ltd · Level 5 · covers 2 of 10 standards
LRN Level 4 Diploma in European Digital Marketing and Entrepreneurship Learning Resource Network · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Award in Social Media Marketing OCN London · Level 4 · covers 1 of 10 standards
OCNLR Level 4 Diploma in Digital Marketing OCN London · Level 4 · covers 1 of 10 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Marketing Research AIM Qualifications Level 2 Certificate in Employability and Development Skills
Social Media Marketing Management LRN Level 4 Diploma in European Digital Marketing and Entrepreneurship
Social Media Marketing OCNLR Level 4 Award in Social Media Marketing

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Systems Fluency seeing the whole picture
Your Plan Illustration

Built for Research Manager

3 units that map to this job, from the qualifications that cover it.

  1. Marketing Research AIM Qualifications · covers 2 of 10 standards Level 2
  2. Social Media Marketing Management Learning Resource Network · covers 1 of 10 standards Level 4
  3. Social Media Marketing OCN London · covers 1 of 10 standards Level 4
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a Research Manager?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Prompt Engineering & LLM Integration
  • Ethical AI & Data Governance in Research
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Research Manager plan as you set up, starting with the free Automation Fluency module. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

You lead a small team of researchers and take ownership of a major research programme, such as a brand health tracker or customer segmentation project. You shape how the research is done, who does it, and what questions it sets out to answer. You are the go-to person for specific areas of insight, making sure your team delivers findings that help the business make decisions. The work involves turning complex data into clear stories for senior leaders.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Qualtrics (or similar CX platform) Expert

Overseeing complex survey programming, managing panel distribution, integrating survey data with other customer data sources, and troubleshooting advanced logic issues for your team.

R (with Tidyverse, ggplot2, R Markdown) Advanced

Guiding your team on advanced statistical analysis, writing and reviewing complex R scripts for data manipulation and visualisation, and building reproducible analysis pipelines.

Tableau / Power BI Expert

Designing and overseeing the development of complex, interactive dashboards for executive-level consumption (e.g., Brand Health Tracker dashboards), ensuring data accuracy and compelling visual storytelling.

NVivo / Dovetail Advanced

Guiding your team on qualitative analysis, developing codebooks, identifying themes, and integrating qualitative insights with quantitative data to build holistic narratives.

SQL (PostgreSQL, Snowflake) Intermediate

Collaborating with data engineering to define data requirements for research, writing complex queries to extract and transform data for your team's analysis, and validating data integrity.

PowerPoint (Advanced) & Miro Expert

Designing the entire narrative flow of 'the deck,' crafting compelling data stories for senior leadership, and using Miro for collaborative journey mapping or workshop facilitation with your team and stakeholders.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Research Methodology Selection Proposes options to supervisor for review. Selects methodology for routine projects, consults manager for complex ones. Designs and justifies complex methodologies, consults Director on novel approaches.
Project Budget Allocation No authority. Flags potential overruns to supervisor. Manages budget for small projects (<£10K), escalates any variance. Manages project budgets up to £50K, recommends vendor selection.
Team Workload & Prioritisation Executes assigned tasks; flags capacity issues to supervisor. Prioritises own tasks within project scope; flags conflicts to manager. Manages own workload and mentors junior analysts; recommends project prioritisation.
External Vendor Selection No authority. May research potential vendors. Recommends vendors for small projects based on established criteria. Evaluates and recommends vendors for project-specific needs, manages relationships.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Research Programme Delivery Rate
The percentage of your assigned research programmes (e.g., Brand Health Tracker, Segmentation Study) delivered on time and within budget.
Target · 90% on time, <5% budget variance

Your Brand Health Tracker was delivered on 15 March, exactly as planned, and came in £2K under its £100K budget. That's a good result.

Insight Adoption & Impact Score
How often your team's key insights are directly cited or acted upon in strategic business decisions, measured by a stakeholder feedback score and mentions in leadership meetings.
Target · Average score of 4/5 from stakeholders; insights cited in at least two quarterly business reviews (QBRs)

Your customer segmentation insights led to the Marketing team re-targeting their Q3 campaign, resulting in a 15% uplift in conversion. That's direct impact.

Team Development & Retention
The growth and progression of your direct reports, measured by internal promotions, successful completion of development goals, and team retention rates.
Target · At least one direct report promoted within 18 months; 90%+ team retention annually.

One of your Senior Analysts was promoted to Research Manager, and another completed their advanced R certification, showing strong team growth.

Research Quality Score
An internal assessment of the methodological rigour, clarity of findings, and actionability of your team's research deliverables.
Target · Average score of 4.5/5 from internal peer review and Director feedback.

Your team's latest competitive analysis was praised for its robust methodology and crystal-clear recommendations, scoring a 4.8.

Strategic Partnership & Influence
Your ability to build trust and influence with senior stakeholders, ensuring the research team is seen as a proactive strategic partner, not just an order-taker.
  • You're invited to early-stage strategic planning meetings
  • VPs proactively seek your input on new initiatives
  • you're able to constructively challenge existing assumptions with data
  • you're asked to present at leadership off-sites.
Team Leadership & Mentorship Quality
The effectiveness of your leadership in guiding, developing, and motivating your team, fostering a collaborative and high-performing environment.
  • Positive feedback in 1:1s and skip-level meetings
  • your team members feel supported and challenged
  • you consistently provide clear direction and constructive feedback
  • you actively champion your team's work and development.
Methodological Innovation & Best Practice
Your contribution to evolving our research capabilities, introducing new methodologies or optimising existing ones to improve efficiency and insight depth.
  • You've successfully piloted a new research technique (e.g., MaxDiff, implicit testing)
  • you've streamlined a key research process, cutting project time by 10%
  • you actively share best practices across the wider insights team
  • you're always looking for better ways to do things.
Vendor Relationship Management
How effectively you manage relationships with external research agencies and panel providers, ensuring quality, cost-effectiveness, and strong partnerships.
  • Vendors consistently deliver high-quality work on time and within budget
  • you negotiate favourable terms
  • you're seen as a fair and clear partner
  • you proactively identify and onboard new, better suppliers when needed.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Leading and Developing a Team

You'll spend a good chunk of your week coaching your direct reports, reviewing their work, helping them unstick tricky problems, and celebrating their successes. You get a real buzz from seeing them grow.

Helping a junior analyst structure their first big presentation, or guiding a senior analyst through a complex statistical model they've never tried before.

Shaping Strategic Programmes

You're not just executing; you're defining the 'what' and 'why' of a major research initiative. You'll set the direction, manage the moving parts, and be accountable for its success, seeing your vision come to life.

Architecting the next iteration of our annual customer segmentation study, from methodology selection to final stakeholder presentation.

Driving Business Impact through Insights

You thrive on seeing your team's research directly influence big business decisions – new product launches, campaign adjustments, or a shift in brand messaging. You want your work to matter, not just sit in a report.

Your team's findings lead to a significant change in our product pricing strategy, which then results in a measurable increase in market share.

What frustrates people
  • The 'Last-Minute Question' from a stakeholder after a survey has already launched.
  • Being asked to 'prove' a decision that's already been made, especially when your data says otherwise.
  • Explaining margin of error and confidence intervals to executives who demand absolute certainty.
  • Seeing foundational, strategic research budgets cut in favour of urgent, tactical, and often less impactful, requests.
  • Spending too much time cleaning messy data from low-quality survey panels.
  • The political fallout when your objective data reveals a senior leader's pet project isn't viable.
What this role does not give you
  • A purely individual contributor path with no people management responsibilities.
  • A role where every single piece of research your team produces will see immediate, direct implementation.
  • A completely predictable, routine day-to-day schedule without unexpected pivots or urgent requests.
  • Unlimited budget for every 'perfect' academic study you or your team might want to run.

8Who you work with

Your team's work directly informs strategic decisions across Marketing, Product, and Sales. You'll be accountable for delivering insights that shape our brand positioning, product roadmap, and go-to-market strategies, ultimately influencing revenue growth and customer satisfaction. Get it right, and we're ahead of the curve; get it wrong, and we're playing catch-up.

Inside the business
  • VP of Marketing (for campaign effectiveness and brand strategy)
  • VP of Product (for feature prioritisation and new product development)
  • VP of Sales (for understanding customer needs and competitive landscape)
  • Marketing Campaign Managers (for targeting and messaging insights)
  • Data Science team (for data integration and advanced modelling support)
Outside the business
  • Research Vendors (e.g., Qualtrics, survey panel providers)
  • Specialist Research Agencies (for niche studies or advanced methodologies)
  • Industry Bodies and Consultants (for best practices and market trends)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven experience (roughly 5-8 years) leading complex, multi-stage market research projects from inception to delivery.
  • Demonstrable experience in managing and mentoring junior researchers, including providing constructive feedback and fostering their development.
  • A strong portfolio of past research projects that showcases your expertise in both quantitative and qualitative methodologies, and your ability to translate findings into actionable business recommendations.
  • Expert-level proficiency in at least one statistical software package (e.g., R, SPSS) and one data visualisation tool (e.g., Tableau, Power BI).
  • Excellent communication and presentation skills, with a track record of influencing senior stakeholders with data-driven insights.
  • A solid understanding of the full marketing funnel and how research impacts each stage of the customer journey.

10What to practise next

Where the job is going, and what to do about it starting this week.

Advanced Data Integration & Warehousing

Critical within 12 months. As our data ecosystem grows, you'll need to move beyond just pulling survey data. You'll be integrating survey responses with CRM data, web analytics, and sales figures in our data warehouse (Snowflake). This means working closely with data engineers to ensure research needs are met by our data infrastructure.

Schema Design for Research Data · ETL/ELT Processes for Survey Data · API Integration for Real-time Data · Data Governance & Quality for Integrated Data

  • This week: Have a coffee with our Data Engineering Lead to understand our current data warehouse architecture and data ingestion processes.
  • This month: Shadow a data engineer for a day to see how they build and manage data pipelines relevant to marketing data.
  • Month 2: Propose a project to integrate a new survey data source directly into Snowflake, defining the requirements with data engineering.
  • Month 3: Lead a cross-functional workshop on how integrated data can unlock new research questions and insights for our business.

Quick win: Start by identifying one manual data integration process your team currently does and explore how it could be automated or streamlined via our data warehouse.

Predictive Analytics & Machine Learning for Marketing

Important within 18-24 months. Moving beyond descriptive and diagnostic research, you'll need to guide your team in building predictive models that forecast market trends, customer churn, or campaign success. This means understanding the principles of ML and how to apply them ethically and effectively in a marketing context.

Supervised vs. Unsupervised Learning · Model Evaluation Metrics (e.g., F1-score, ROC AUC) · Feature Engineering for Marketing Data · Cross-Validation & Overfitting

  • This week: Complete an introductory online course on Machine Learning for Business or Marketing (e.g., on Coursera or DataCamp).
  • This month: Work with a data scientist to understand a current predictive model they're using, focusing on its inputs, outputs, and limitations.
  • Month 2: Identify one research question your team currently answers descriptively that could benefit from a predictive approach. Outline a potential project.
  • Month 3: Lead a discussion with your Director and Data Science on how to integrate more predictive analytics into our core research programmes.

Quick win: Start by exploring existing predictive models within our company (e.g., churn prediction) and think about how market research insights could improve their accuracy or explainability.

11Staying current once you are in

What people here do to keep up
  • Regularly attend industry conferences (e.g., MRS Annual Conference, ESOMAR Congress) to stay abreast of new methodologies and trends.
  • Participate in online courses or workshops on advanced statistical modelling, machine learning for marketing, or data visualisation techniques.
  • Actively engage with professional communities and forums (e.g., LinkedIn groups, MRS local chapters) to share knowledge and build your network.
  • Seek out opportunities to mentor junior colleagues formally or informally, honing your leadership and coaching skills.
  • Read leading marketing and research publications (e.g., Harvard Business Review, Journal of Marketing Research) to broaden your strategic perspective.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Prompt Engineering & LLM Integration

Critical within 6-12 months—this isn't just a 'nice to have' anymore. Competitors are already using Large Language Models (LLMs) to draft reports in minutes that used to take hours. Research teams who figure this out will outproduce peers significantly, and you need to lead that charge.

  • Context Windows & Token Limits
  • Temperature Settings for Different Tasks
  • RAG (Retrieval Augmented Generation) Architectures
  • Output Validation & Hallucination Detection
  • Prompt Chaining for Complex Analysis

Ethical AI & Data Governance in Research

Important within 12-18 months. As we use more AI in research, the ethical implications around data privacy, bias in algorithms, and transparency become paramount. You'll need to be the guardian of ethical practice for your team, ensuring we maintain trust with our customers and comply with evolving regulations.

  • Algorithmic Bias Detection
  • Data Anonymisation & Pseudonymisation
  • Transparency & Explainability (XAI)
  • Consent & Data Usage Policies
  • AI Audit & Compliance Frameworks

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Advanced Quantitative Methodologies
  • Qualitative Research & Ethnography
  • Research & Experimental Design
  • Segmentation, Targeting & Persona Development
  • Brand Health Tracking & Equity Measurement
  • Customer Journey Mapping

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    From Senior Research Analyst (L3)

    2-4 years as a Senior Analyst

    Skills to master

    • Project leadership (end-to-end ownership), informal mentorship of junior colleagues, advanced methodological application, presenting findings to mid-level stakeholders, managing small vendor relationships.

    You're ready to move on when

    • Consistently delivers complex projects on time and to a high standard without constant supervision.
    • Has successfully mentored at least two junior analysts, helping them grow their skills.
    • Is regularly asked to present research findings to internal client teams and answer challenging questions.
    • Proactively identifies new research opportunities or improvements to existing processes.
  2. 2

    From Research Consultant (Agency Side)

    8-12 years in a research agency, with 2-3 years at a Senior Consultant or Project Manager level.

    Skills to master

    • Adapting to an in-house client-side environment (different pace, internal politics), managing internal stakeholders, building long-term strategic programmes rather than project-by-project work, direct people management.

    You're ready to move on when

    • Has managed multiple client accounts and delivered complex projects for diverse industries.
    • Is adept at client relationship management and translating business questions into research objectives.
    • Can demonstrate strong project management skills, including budget and timeline adherence.
    • Has experience leading project teams, even if not formal direct reports.
  3. 3

    From Data Analyst/Scientist (with Marketing Focus)

    8-12 years, with a strong focus on marketing or customer data and some exposure to primary research.

    Skills to master

    • Deepening qualitative research expertise, survey design principles, ethical considerations in primary data collection, stakeholder management specific to marketing insights, team leadership and development.

    You're ready to move on when

    • Has built and deployed analytical models that directly informed marketing decisions.
    • Can clearly articulate the 'story' behind the data to non-technical audiences.
    • Has a strong understanding of customer behaviour and market dynamics from a data perspective.
    • Shows a keen interest in primary research and understanding 'why' customers behave the way they do.

15Where this role leads

The long view: This role can lead to senior leadership positions, shaping the direction of a whole business rather than one department.

16Pay and demand

Pay & demand

Typical pay £55,519 a year Source: ONS Annual Survey of Hours and Earnings, 2025 (provisional), under the Open Government Licence v3.0

The figure is the median for full-time employees in the ONS occupation this job title codes to (Research and development (R&D) managers), from the April 2025 survey, about six months old when published, as ASHE always is. It is that occupation's middle, not this role's. Half earn more.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Research Manager is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Senior Research Manager / Principal (L5)
  • Director of Market Research & Insights (L6)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Marketing Research, worked against Research Manager.

Marketing Research Level 2

Applied to your work in Research Manager

The objective of this unit is to provide learners with an understanding of the role and methodologies of marketing research within organisations. Learners will know how to gather relevant data using primary research methods, analyse marketing research information to identify trends and insights, and present findings clearly and effectively. Upon completion, learners will understand the importance of marketing research for decision-making.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

See Your Progress Grow Illustration
Research Manager
  • Advanced Quantitative Methodologies
  • Qualitative Research & Ethnography
  • Research & Experimental Design
  • Segmentation, Targeting & Persona Development
  • Brand Health Tracking & Equity Measurement
  • Customer Journey Mapping
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

17The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Research Manager is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Senior Research Manager / Principal (L5)

    3-5 years as a Research Manager

    This is a step up to overseeing multiple research programmes, influencing the overall research roadmap, and managing a more significant budget. You'll likely manage other Research Managers or a larger, more complex team.

    • Enterprise Research Roadmap Development Defining the multi-year strategy for market research across the organisation.
    • Advanced Vendor Portfolio Management Managing a diverse ecosystem of research partners and technologies.
    • Integrated Insights Architecture Designing how market research, data science, and business intelligence come together for holistic customer understanding.

  2. Director of Market Research & Insights (L6)

    5-8 years as a Research Manager/Senior Research Manager

    This role involves setting the entire annual research agenda for a business unit or the whole company. You'll be a key strategic partner to VPs of Marketing, Product, and Sales, directly shaping multi-year business strategy.

    • Business Unit Research Strategy Defining the overarching research priorities that align with business unit goals.
    • M&A Due Diligence (Insights) Providing market and customer insights for potential mergers and acquisitions.
    • Global Research Programme Design Developing and implementing research strategies that span multiple international markets.
    • Advanced Predictive Modelling Integration Overseeing the integration of predictive analytics into core business decision-making.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be honest, a big chunk of market research can be repetitive and time-consuming. Imagine if your team could spend less time on manual coding or first drafts, and more time on the truly strategic thinking and influencing that moves the business forward. That's exactly what AI-powered tools are starting to offer.

For a Research Manager, AI isn't about replacing your team; it's about making them incredibly more efficient and impactful. You'll be using these tools to automate the grunt work, allowing your analysts to focus on deeper analysis and narrative building. This means faster insights, better quality, and a happier, more engaged team. It's not future tech; it's happening now.

Automated Verbatim Coding

Use Natural Language Processing (NLP) tools to automatically categorise thousands of open-ended survey responses into key themes. This replaces what used to be a tedious, manual coding process that could take days or even weeks for large datasets, freeing up your team's time for deeper interpretation.

Accelerated Qualitative Synthesis

Feed focus group transcripts or in-depth interview notes into an AI tool. It'll quickly identify emergent themes, sentiment, and pull out key quotes, giving your team a structured starting point for deeper analysis. This cuts down the initial 'sifting' time significantly, letting them jump straight to the insights.

AI-Powered Literature Review

Use AI research assistants to rapidly summarise existing academic studies, competitor reports, and market trends. This helps you and your team build context for a new research initiative much faster, cutting down on the manual discovery time that often bogs down the start of a project.

First-Draft Report Generation

Leverage AI to transform structured data (like cross-tabulations, statistical outputs, or key findings) into a coherent first draft of the 'Key Findings' section of your team's reports. This means less time staring at a blank page and more time refining the narrative and adding strategic recommendations.

Common questions

Common questions

How do you become a Research Manager?

Common routes in include From Senior Research Analyst (2-4 years as a Senior Analyst), From Research Consultant (Agency Side) (8-12 years in a research agency, with 2-3 years at a Senior Consultant or Project Manager level.) and From Data Analyst/Scientist (with Marketing Focus) (8-12 years, with a strong focus on marketing or customer data and some exposure to primary research.). Times vary with prior experience.

Where can a Research Manager progress to?

This role can lead on to Senior Research Manager / Principal (3-5 years as a Research Manager) and Director of Market Research & Insights (5-8 years as a Research Manager/Senior Research Manager), depending on the skills you build.

What new skills matter most for a Research Manager?

Increasingly, Prompt Engineering & LLM Integration and Ethical AI & Data Governance in Research. These are the skills our record of this role lists as growing.

Free tools

Want a read on where you stand?

Three free tools, no account needed. Each one ends with a role, a level and a way in.

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18Where to go from here

Other roles at Level 5

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built as a Research Manager transfer well across industries. You could move into a client-side role in sectors such as tech, finance or retail, or back into an agency in a more senior position. Understanding customers and markets is useful in most businesses.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my free Automation Fluency module What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.