Consumer Insights Manager

Company Description

Cricut® makes smart cutting machines that work with an easy-to-use app, an ever-growing collection of materials, and crafting essentials to help you design and personalize almost anything — custom cards, unique apparel, everyday items, and so much more.

Let’s make.

Overview

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

Job Description

We’re looking for a stellar Consumer Insights Manager or Associate Consumer Insights Manager to support the insights function at Cricut under the direction of the Director of Consumer Insights. The ideal candidate will lead or assist in the development and execution of nearly all consumer insights work. You will have the opportunity to translate the excitement and needs of our consumers into recommendations for marketing strategies, new products, and ongoing experiences, further expanding the growth of our brand. You will play a key role in shaping how we approach bringing new products to market and how we drive penetration of our brand across the creative project making category. 

As a Consumer Insights Manager/Assoc Manager, you’ll design, gather, and analyze a range of research data, from ongoing trackers to syndicated research to adhoc studies, often executing from concept to final implications and translating insights into marketing, product, and experience strategies. Your purview will be broad, partnering with product and marketing managers to help define product requirements, develop marketing campaigns, identify the right positioning/messaging or go-to-market strategy, or evolve our CX.

You and your work will play key roles in formulating and executing strategy among stakeholder teams and across the organization. You will assist in executing Cricut’s research agenda including refining and clarifying stakeholder research requests, designing research studies, developing questionnaires, programming surveys, analyzing data, creating final reports, and aligning teams on recommendations. You will dive into our existing body of research, becoming an expert in what we have already learned, extracting those key learnings to inform new research, and ensuring each new study speaks to existing learnings. The research you’ll lead or assist with ranges from brand awareness/equity/health trackers, NPS tracking studies, price optimization studies, positioning and/or targeting studies, consumer segmentation, attitudes and usage studies, syndicated data analysis, to concept and campaign testing. The ability to conduct and/or assist with qualitative research, including IDIs, online bulletin boards, focus groups, and ethnographies, is a plus.

You should have experience managing tracking studies, particularly minimizing noise in trackers that evolve over time and have multiple stakeholders, while ensuring those studies remain vibrant and drive action. You should be comfortable analyzing large survey-based datasets, with the ability to perform some advanced analytics. Ideally, you will have experience extracting the most out of syndicated datasets, potentially including managing vendors and leveraging those relationships as an extension of our team. You should also be comfortable working with diverse stakeholders on adhoc project requests, whether it’s probing for clarity on research they need, translating their needs into solid research designs, ensuring they understand and buy in to findings, and helping them drive insights-based action.

You must have at least 5 years of related consumer insights experience, with a deep knowledge of translating consumer insights into business strategies. This role will demand both tactical and strategic thinking, as well as strong communication, presentation, relationship, and self-management skills. 

Qualifications

• Bachelor’s degree, preferably in the social sciences; advanced degree is a plus 
• 5+ years of consumer insights experience in a corporate environment
• This is a hands-on role; expertise designing and executing quantitative consumer research from start to finish is a requirement. Qualitative research experience is a plus
• Significant experience analyzing large survey-based datasets and conducting advanced analytics
• Skilled at insight generation and synthesis across studies, incorporating existing findings from others into each new study, situating findings within context, taking a holistic view, and focusing on actionability
• Deeply values research best practices, using research expertise to do the work as efficiently, accurately, and reliably as possible; ability to innovate grounded in research best practices
• Experience designing, maintaining, and transitioning tracker research
• Experience managing vendors a plus
• Strong project management skills
• Excellent communication skills – leverages written, presentation, verbal, and relationship skills to ensure stakeholder buy-in; ensures stakeholders have digested and know how to apply research findings and implications
• Deep experience working with cross-functional teams, driving towards alignment, actionability, and win-win outcomes. Success in this role depends heavily on collaborative give-and-take with teammates and stakeholders
• Team player -- prioritizes team and business needs, doing what it takes to achieve team objectives. This may include assisting teammates with their studies, incorporating direction from others, or, at a higher level, influencing and being willing to be influenced. In all aspects of the role, works towards shared understanding and alignment
• Relationship-builder – proven ability to build strong, deeply trusting relationships with teammates, cross-functional stakeholders, and executives; always assumes positive intent and applies the same empathy researchers have for customers, to stakeholders
• Exceptional self-management skills and high EQ, demonstrating professionalism, perseverance, positivity, and a sense of ownership. Ability to manage vertically and horizontally. Ability to prioritize workload, within projects and across projects, in alignment with current priorities
• Entrepreneurial spirit – flexibility in your ways of working to adjust to multiple demands and shifting priorities, ability to work efficiently in a fast-paced, start-up environment and find ways to get the job done
• Passion for process improvement – leverages best practices, with a strong track record of innovating processes that streamline operations, improve timeliness of results, and ensure stakeholders know what to expect
• Passion for our business – develops a deep understanding of our business and challenges, designing, executing, and helping stakeholders act on research that guides strategy

Additional Information

What to Do Next: Please attach your resume, cover letter and include links to your portfolio or other social presence. If you want to show your super powers in other ways – include that information too. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information.

Cricut® is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. This position is contingent on successfully completing a Criminal Background Check upon hire. Cricut participates in E-Verify.