Sr Consumer Insights Manager
About The Position
The Senior Consumer Insights Manager develops and executes the Learning Agenda through qualitative and quantitative research. The role communicates findings to internal stakeholders and builds understanding of consumer behavior to inform advertising, AAA Member acquisition, product line optimization, positioning, and other business decisions. The manager independently plans and executes research, selects suitable methodologies, and serves as a trusted thought partner who helps teams refine ambiguous questions into business-oriented research plans. This role is hybrid and requires three days per week in AAA’s Walnut Creek, California office. The position leads multiple research projects and vendor engagements, produces actionable reports and clear data-driven stories for senior leadership, and champions the voice of the consumer. It also synthesizes macro, consumer, and industry trends to explain their influence on Members’ mindsets and purchase behavior. Minimum qualifications are a bachelor’s degree in business, statistics, marketing, psychology, consumer behavior, or a related discipline and eight years of experience in market research or consumer insights; or a master’s degree in a related area and six years of relevant experience.
Requirements
- Bachelor’s degree in business, statistics, marketing, psychology, consumer behavior, or a related discipline plus eight years of experience in market research or consumer insights; or a master’s degree in a related area plus six years of relevant experience.
- Strong quantitative and qualitative research experience, including ad testing, brand tracking, value proposition research, MaxDiff, conjoint, and TURF.
- Experience managing third-party vendors end-to-end, including RFPs, timelines, methodology, and reporting.
- Strong analytical skills and understanding of statistics and data.
- Experience with the Qualtrics research platform, including survey programming, sample deployment, implementation, dashboard creation, and crosstabs/Stats IQ.
- Strong visual, written, and oral storytelling skills, including creating graphs and data visualizations using PowerPoint and Google Slides.
- Exceptional skills in Excel, PowerPoint, Google Suite, and related tools.
- Proven ability to turn consumer research into actionable insights that drive business decisions.
- Ability to self-prioritize and deliver across competing concurrent projects.
- Ability to meet tight timelines and move quickly with cross-functional teams while maintaining attention to detail.
- Ability to build relationships across the business and become a trusted strategic partner.
- Strong interpersonal and collaborative skills, as well as the ability to work independently.
- Comfort presenting research findings to internal stakeholders at all levels.
Responsibilities
- Develop and execute the Learning Agenda, including qualitative and quantitative research initiatives.
- Manage multiple custom research projects simultaneously, ensuring high-quality execution and close collaboration with stakeholders.
- Lead vendor and agency research projects, selecting appropriate methodologies and tools to maximize learning and value.
- Manage external vendors on projects such as brand equity tracking, positioning, communication and advertising testing, new product concept and product testing, and larger strategic research.
- Collaborate as a strategic thought leader with cross-functional partners, including product, digital, sales, and analytics teams.
- Create reports for senior leadership that offer actionable insights to inform business decisions.
- Translate data into clear, concise storytelling with key insights and business recommendations.
- Convert complex data and findings into understandable tables, graphs, and written reports.
- Integrate disparate data, analyze findings, uncover insights, and develop compelling narratives.
- Use Qualtrics for survey programming, Stats IQ, dashboard creation, embedded data implementation, sample integration, and troubleshooting.
- Champion the voice of the consumer through curious and creative thinking.
- Incorporate macro trends into everyday work and explain how they influence Members’ mindsets and purchase behaviors.
- Synthesize secondary research into insights about how macro, consumer, and industry trends affect the business.
Benefits
- Opportunity to participate in AAA’s discretionary annual incentive plan or other incentive plans, depending on position.
- 401(k) matching: $1-for-$1 company match up to 6% of eligible earnings per pay period.
- Medical, dental, and vision benefits.
- Wellness program.
- Paid holidays.
- Paid time off accrued monthly.
- Depending on position, an additional 24 hours per year earmarked for volunteer activities.
- Free AAA Classic Membership.
- AAA product discounts.
- Tuition reimbursement program.
- Collaborative environment.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
