Consumer Insights Researcher

Western Governors University•Salt Lake, UT

About The Position

The Consumer Insights Researcher plays a pivotal role in understanding the motivations, barriers, and decision-making patterns of prospective students and other priority audiences. As part of WGU’s marketing research team, this role combines primary research, secondary data, and competitive intelligence to create a holistic, actionable view of students’ and other stakeholders’ needs. The insights generated inform brand strategy, messaging, market expansion, product and program development, and cross-organizational decision making that drives WGU’s growth. This role partners deeply with marketing, brand, web, analytics, and senior stakeholders across the university. The ideal candidate is a structured thinker, a strong communicator, and someone who can translate complex data into clear, strategic recommendations.

Requirements

Strong command of consumer insights, research design, and data interpretation.
Proficiency in qualitative and quantitative methods; ability to triangulate multiple data sources.
Ability to synthesize complex information into clear, actionable insights.
Comfort collaborating with senior stakeholders and presenting findings to non-research and non-technical audiences.
Excellent communication, storytelling, and visualization skills.
Strong project management and prioritization capability within a cross-functional environment.
Bachelor’s degree in marketing, business, research, analytics, social science, or related field.
2+ years of experience in market research, consumer insights, or experience management.
Ability to travel occasionally to support marketing initiatives or university events.

Nice To Haves

Familiarity with competitive intelligence tools, primary data collection platforms (e.g., Qualtrics, SurveyMonkey, UserTesting), secondary data sources, and syndicated research is a plus.
Master’s degree in marketing, business, communications, social science, or related field.
5+ years of experience in market research, consumer insights, or audience strategy roles.
Experience in higher education, adult learning, or mission-driven organizations.
Pricing experience.

Responsibilities

Customer & Audience Insights Bring quantitative and qualitative insights into daily decision-making across the organization.
Design and execute research initiatives using multiple methods (e.g., surveys, interviews, observations, UX research, secondary data, syndicated sources).
Triangulate insights from varied data sources to build holistic stories and strategic recommendations.
Identify emerging trends, unmet needs, and segmentation opportunities to guide marketing, brand, and enrollment strategies.
Performs other job-related duties as assigned.
Market Research & Competitive Intelligence Support and occasionally lead research projects that assess market conditions, competitor positioning, and category trends.
Collaborate with internal and external research partners to execute high-quality studies that address specific business questions.
Connect research initiatives across teams to avoid duplication, increase efficiency, and maximize impact.
Translate findings into data-driven recommendations for growth, differentiation, and prioritization.
Brand & Messaging Partnership Work closely with the marketing, brand, and communication teams to inform brand positioning and campaign strategy.
Transform research findings into compelling narratives using clear storytelling, data visualization, and business-relevant framing.
Provide evidence-based guidance on messaging, creative concepts, and go-to-market decisions.
Cross-Organizational Collaboration Build strong relationships across marketing, enrollment, academic programs, and strategy teams.
Help stakeholders turn ambiguous questions into structured research plans.
Communicate project progress and outcomes clearly, aligning with partners at each stage.
Facilitate broader organizational understanding and adoption of insights.