Consumer Insights Manager

2 weeks ago


South Jordan Utah, United States Cricut Full time
Job Description

We’re looking for a stellar Consumer Insights Manager or Associate Consumer Insights Manager to support the insights function at Cricut under the direction of the Director of Consumer Insights. The ideal candidate will lead or assist in the development and execution of nearly all consumer insights work. You will have the opportunity to translate the excitement and needs of our consumers into recommendations for marketing strategies, new products, and ongoing experiences, further expanding the growth of our brand. You will play a key role in shaping how we approach bringing new products to market and how we drive penetration of our brand across the creative project making category. 

As a Consumer Insights Manager/Assoc Manager, you’ll design, gather, and analyze a range of research data, from ongoing trackers to syndicated research to adhoc studies, often executing from concept to final implications and translating insights into marketing, product, and experience strategies. Your purview will be broad, partnering with product and marketing managers to help define product requirements, develop marketing campaigns, identify the right positioning/messaging or go-to-market strategy, or evolve our CX.

You and your work will play key roles in formulating and executing strategy among stakeholder teams and across the organization. You will assist in executing Cricut’s research agenda including refining and clarifying stakeholder research requests, designing research studies, developing questionnaires, programming surveys, analyzing data, creating final reports, and aligning teams on recommendations. You will dive into our existing body of research, becoming an expert in what we have already learned, extracting those key learnings to inform new research, and ensuring each new study speaks to existing learnings. The research you’ll lead or assist with ranges from brand awareness/equity/health trackers, NPS tracking studies, price optimization studies, positioning and/or targeting studies, consumer segmentation, attitudes and usage studies, syndicated data analysis, to concept and campaign testing. The ability to conduct and/or assist with qualitative research, including IDIs, online bulletin boards, focus groups, and ethnographies, is a plus.

You should have experience managing tracking studies, particularly minimizing noise in trackers that evolve over time and have multiple stakeholders, while ensuring those studies remain vibrant and drive action. You should be comfortable analyzing large survey-based datasets, with the ability to perform some advanced analytics. Ideally, you will have experience extracting the most out of syndicated datasets, potentially including managing vendors and leveraging those relationships as an extension of our team. You should also be comfortable working with diverse stakeholders on adhoc project requests, whether it’s probing for clarity on research they need, translating their needs into solid research designs, ensuring they understand and buy in to findings, and helping them drive insights-based action.

You must have at least 5 years of related consumer insights experience, with a deep knowledge of translating consumer insights into business strategies. This role will demand both tactical and strategic thinking, as well as strong communication, presentation, relationship, and self-management skills. 



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