Consumer Insights Manager

Johnson Outdoors•Racine, WI

About The Position

The Consumer Insights Manager builds Johnson Outdoors’ understanding of consumers, markets, categories, and competitors, and translates that understanding into actionable recommendations. The role leads qualitative and quantitative research, integrates findings from primary and secondary sources, and partners with Marketing, Product Management, Innovation, and other cross-functional teams to inform strategy, product development, positioning, communications, and business decisions. The manager leads research projects from defining business questions through vendor management, methodology selection, study design, execution, analysis, reporting, and quality assurance. The role also supports consumer-centered innovation throughout the development process and contributes to shared insights resources that strengthen organizational knowledge and research effectiveness. The position communicates insights and recommendations to stakeholders at multiple levels, stays current on research methods, data sources, analytical approaches, and technology, and champions the responsible integration of AI and other digital technologies into business strategy and operations in alignment with governance, security, privacy, and ethical standards. Other duties may be assigned.

Requirements

Bachelor’s degree in marketing, market research, business, statistics, data analytics, or equivalent.
A minimum of 5 years’ experience in consumer insights, market research, analytics, or category insights strategy.
Strong knowledge of qualitative and quantitative research methodologies and experience designing, managing, and activating research studies.
Knowledge of syndicated, secondary, social listening, and internal data sources used to evaluate consumer behavior, categories, markets, and competitors.
Experience managing multiple concurrent projects and external research suppliers and vendors, including project scoping, proposal evaluation, budgets, timelines, deliverables, and quality assurance.
Experience translating research and data into business implications, opportunities, risks, and actionable recommendations.
Strong written, verbal, presentation, and data-storytelling skills, including the ability to communicate complex information simply.
Ability to build effective relationships with stakeholders, cross-functional leaders, and research partners, and influence without direct authority.
Proficiency with Microsoft Office applications and relevant research and analytical tools.
Strong understanding of AI capabilities, limitations, business impact, governance, risk, and ethical expectations.
Ability to apply AI-supported insights to strategic decision-making, lead change, set expectations, and model responsible use.

Responsibilities

Partner with cross-functional stakeholders to clarify business needs, identify learning objectives, and develop research plans supporting marketing, product, innovation, and strategic priorities.
Lead consumer and market research projects from business-question definition through vendor management, methodology selection, project scoping, study design, proposals, deliverables, timelines, execution and activation, analysis, reporting, and quality assurance.
Design and execute qualitative and quantitative research, including surveys, interviews, focus groups, online communities, ethnographic research, concept testing, product testing, pricing research, brand tracking, and foundational studies.
Support consumer-centered innovation, including opportunity identification, unmet-needs exploration, concept development and optimization, product evaluation, and post-launch learning.
Synthesize primary research, syndicated data, internal business information, social listening, secondary research, and other relevant sources to understand consumers and the marketplace.
Translate research findings into clear insights, implications, and recommendations that help stakeholders make informed business decisions.
Develop and communicate knowledge of consumer behavior, category dynamics, participation trends, competitive activity, and relevant cultural or economic trends.
Create reports and presentations and communicate findings to stakeholders at multiple levels of the organization.
Contribute to shared insights tools and resources, including consumer communities, category fact bases, research repositories, social listening, and syndicated data.
Stay current on research methods, data sources, analytical approaches, and technology that can improve the quality, speed, or accessibility of insights.
Champion an AI-first mindset and responsible integration of AI and other digital technologies into business strategy, prioritization, risk management, decision-making, and operations.
Guide organizational adoption of AI and digital technologies while ensuring alignment with company governance, security, privacy, and ethical standards.
Perform other duties as assigned.

Benefits

Competitive base salary and additional earning potential through participation in the management bonus program.
Eligibility for annual pay increases.
Generous paid time off and holiday benefits.
Full benefits package.
Employee support, fitness, and wellness plans.
Performance development and training opportunities.
Tuition assistance program.
Collaborative and casual work environment.
Company events.
Employee discounts on outdoor recreational products.
401(k) with company match and deferred retirement contributions.
Sons & Daughters Scholarship program.
College savings program.
Life and LTD insurance.