The team you will be a part of

The Consumer Insights team gathers and analyzes data about customer behavior, preferences, and motivations to help the business make better decisions. This involves understanding why customers buy, what they like and dislike, and what influences their choices. The team then translates this understanding into actionable insights and recommendations that can be used to improve products, marketing, and the overall consumer experience.

This role in summary

KitchenAid is currently hiring a Consumer Insights Manager to join our Insights organization. This role will execute qualitative and quantitative research projects supporting the Global KitchenAid Small Appliance business. Ideal candidates will have a background in consumer research from either a client-side or vendor-side market research environment, and experience doing consumer-driven product innovation. 

Your responsibilities will include

• Support direct manager and business teams by coordinating research projects with supplier partners; Create and fully execute research learning plans for multiple product categories
• Build trusted advisory relationships with business partners and leadership to influence decisions with data and facts
• Establish strong, collaborative working relationships with external vendors/suppliers to ensure that deliverables are consistent with project research objectives and maximize these vendor relationships to produce actionable, clear and value-added output
• Develop and provide a deep understanding of consumers’ lives and the relationship with our brand to create & drive meaningful brand strategy and product innovation
• Support the design of research projects, both qualitative and quantitative; Work on surveys, questionnaires and discussion guides; Compile and analyze secondary and historical data
• Curate, manipulate and synthesize data (e.g., attributes, transactional, behaviors, etc.) to draw conclusions and make recommendations resulting in actionable strategies
• Manage information and gather relevant data to identify patterns, trends, relationships and key issues within the market to make effective decisions relating to consumer wants and needs
• Clearly communicate key findings/recommendations in an actionable way to the team

Minimum requirements

• Bachelor’s Degree
• 5+ years of research or consumer insights experience

Preferred skills and experiences

• Master’s degree in Marketing, Business Administration, Decision Science, Economics, Marketing Research, Behavioral Psychology, or Social Science
• Competency with study design using a broad range of consumer-oriented research methodologies, both qualitative and quantitative, including concept testing, ethnographies, MaxDiff/conjoint, messaging & positioning research
• Experience working in client-side Consumer and/or Shopper Insights roles, in CPG or durables industry, or at a market research supplier or related agency. 
• Key Experience desired
  • Concept Testing
  • Product Testing
  • FMOT (First Moment of Truth)/Shopper Research
  • Conjoint Testing
  • Max-Diff
  • Messaging and positioning research
  • Competitive Intel/tracking
• Problem solving ability with excellent analytical and numerical skills
• Strong passion for consumers, trends and cultural diversity
• Global research experience

What we offer

Generous benefits package, Whirlpool employee discount, fitness & educational reimbursement programs, kitchenettes, and more! Saint Joseph/Benton Harbor locations: Beautiful, recently renovated office space, free coffee, biking/walking trails, and access to The Eddy - Early Childhood Center (depending upon availability - additional costs required). 

Additional information

Whirlpool’s Ways of Working
Our goal is to provide an environment that helps you bring your best to Whirlpool every day. While employees in this role work in-person Monday through Friday. We offer flexibility and industry-leading time-off benefits that will help you balance what’s important at work and at home, including:

• Always On Flexibility - You will have the autonomy to manage personal, family, and outside-of-work commitments as needed.
• Two-Week Work from Anywhere - Minimum of one-week increments for a total of two weeks per year.
• Sabbatical - Four weeks paid leave after every five years of service.

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