Consumer & Shopper Insights Analyst

Utz Brands, Inc.•Chicago, IL

3h•$60,000 - $70,000•Onsite

About The Position

Utz Quality Foods is seeking a Consumer and Shopper Insights Analyst to work in office in either Chicago, IL or Hanover, PA. The Consumer and Shopper Insights Analyst will play a critical role in helping Utz Brands better understand its consumers, shoppers, and the competitive salty snack landscape. This individual will design and execute both qualitative and quantitative research, translate complex data into compelling stories, and deliver actionable recommendations that inform brand strategy, innovation, and marketing decisions. This is an exciting opportunity for an early-career researcher with a passion for Consumer Package Goods (CPG) and snacking to make a tangible impact across one of America's most recognized snack portfolios. We are opened to new graduates with internship experience & a solid research or data analysis background! A prior background using PowerPoint and Excel is required.

Requirements

Bachelor's degree required; ideally in Marketing, Research, Psychology, Communications, Statistics, or a related field.
1–2+ years of professional experience in consumer insights, market research, brand strategy, or a related analytical role.
Internship experience in CPG or research is highly considered.
Ability to analyze data and translate findings into clear insights, recommendations, or brand strategy.
Strong storytelling skills; experience building compelling presentations that bring data to life.
Exposure to both qualitative (focus groups, IDIs, ethnographies) and quantitative (surveys, concept tests) research methodologies.
Proficiency in Microsoft Office Suite, especially PowerPoint and Excel.
Excellent written and verbal communication skills.
Highly organized, detail-oriented, and able to manage multiple priorities in a fast-paced environment.
Collaborative, can-do attitude: a team player who is proactive and solution-oriented.
Genuine passion for CPG, food & beverage, and/or the snacking category.
Familiarity with syndicated data platforms such as IRI/Circana or Nielsen.
Experience with survey platforms (Qualtrics, SurveyMonkey, or similar).
Exposure to research vendor management or agency partnership.
Experience with data visualization tools (Tableau, Power BI) a plus.
Curiosity about or experience using AI and generative AI tools to accelerate research, synthesis, and storytelling.

Nice To Haves

Experience with data visualization tools (Tableau, Power BI)
Curiosity about or experience using AI and generative AI tools to accelerate research, synthesis, and storytelling.

Responsibilities

Design and execute custom/primary consumer and shopper research studies, including surveys, focus groups, in-depth interviews, concept tests, and ethnographic research.
Manage end-to-end research projects – from developing screeners/discussion guides to fielding studies and delivering final reports.
Partner with external research vendors and agencies to execute studies on time and within scope, serving as the primary day-to-day contact.
Leverage both qualitative and quantitative methodologies to develop a holistic understanding of consumer needs, attitudes, behaviors, and purchase drivers.
Synthesize research findings from multiple data sources into clear, concise, and compelling narratives that highlight key learnings and implications.
Translate data into actionable insights and recommendations that drive brand strategy, innovation pipelines, and marketing communications.
Create polished, presentation-ready reports that distill complex findings into digestible stories for internal stakeholders at all levels.
Connect consumer insight to business context, drawing meaningful conclusions that go beyond 'what' to explain 'why' and 'so what'.
Serve as an insights partner to Brand, bringing the consumer voice into key business decisions.
Support Innovation with new product development through concept testing and consumer validation.
Support Communications with consumer-informed positioning, messaging, and packaging feedback.
Support Category Management by integrating shopper data into category strategies.
Support vendor onboarding and contractual agreements in partnership with the in-house legal team to ensure company and intellectual property protections.
Analyze and synthesize syndicated data sources (e.g., Circana, Mintel, Numerator) to identify opportunities in the salty snack category and competitive landscape.
Monitor consumer trends, cultural shifts, and emerging behaviors relevant to the CPG and snacking space.
Stay current on the research vendor and partner landscape, identifying new and best-in-class suppliers, tools, and methodologies.
Integrate multiple data streams (custom/primary research, syndicated data, social listening) to build a comprehensive view of the consumer.
Manage a defined research budget, tracking spend across projects and ensuring efficient use of resources.
Prioritize and manage multiple research projects simultaneously.
Maintain organized documentation of research methodologies, findings/reports, and vendor relationships.