Consumer Insights Manager

Consumer Insights Manager

At Johnson Outdoors, home to some of the world’s most innovative and best-known outdoor recreation brands, we create amazing outdoor experiences - for adventurers, by adventurers. Check out each of the unique Johnson Outdoor brands in Fishing, Watercraft, Camping and Diving!

With 1,300 employees, 18 global facility locations and selling in over 80 countries, the Johnson Outdoors team is continuing to grow!

The Consumer Insights Manager builds Johnson Outdoors’ understanding of consumers, markets, categories, and competitors and translates that understanding into actionable recommendations. Leads qualitative and quantitative research studies, integrates findings from primary and secondary sources, and partners with Marketing, Product Management, Innovation, and other cross-functional teams to inform strategy, product development, positioning, communications, and business decisions.

Key Responsibilities:

Research Planning and Execution

• Partners with cross-functional stakeholders to clarify business needs, identify learning objectives, and develop research plans that support marketing, product, innovation, and strategic priorities.
• Leads consumer and market research projects and initiatives from initial business-question definition through external vendor management, methodology selection, project scoping, study design, proposals, deliverables, timelines, execution/activation, analysis, reporting, and quality assurance.
• Designs and executes qualitative and quantitative research, including surveys, interviews, focus groups, online communities, ethnographic research, concept testing, product testing, pricing research, brand tracking, and foundational studies.
• Supports consumer-centered innovation throughout the development process, including opportunity identification, unmet-needs exploration, concept development and optimization, product evaluation, and post-launch learning.

Analysis and Recommendations

• Synthesizes primary research, syndicated data, internal business information, social listening, secondary research, and other relevant sources to develop a comprehensive understanding of the consumer and marketplace.
• Translates research findings into clear insights, implications, and recommendations that help stakeholders make informed business decisions.
• Develops and communicates knowledge of consumer behavior, category dynamics, participation trends, competitive activity, and broader cultural or economic trends that may affect the business.
• Creates clear, compelling reports and presentations and communicates findings to stakeholders at multiple levels of the organization.
• Contributes to shared insights tools and resources, including consumer communities, category fact bases, research repositories, social listening, syndicated data, and other efforts that strengthen organizational knowledge and research effectiveness.

Continuous Improvement

• Stays current on evolving research methods, data sources, analytical approaches, and technology (i.e. new ways of leveraging or new tools that leverage AI) that can improve the quality, speed, or accessibility of insights.

AI Integration

• Champions an AI-first mindset and the responsible integration of AI and other digital technologies into business strategy, prioritization, risk management, decision-making, and operations. Guides organizational adoption while ensuring alignment with company governance, security, privacy, and ethical standards.

Other

• Performs other duties as assigned.

What you need to succeed:

• Typically requires a bachelor’s degree in marketing, market research, business, statistics, data analytics or equivalent.
• Typically requires a minimum of 5 years’ experience in consumer insights, market research, analytics or category insights strategy.
• Strong knowledge of qualitative and quantitative research methodologies and experience designing, managing and activating research studies.
• Knowledge of syndicated, secondary, social listening, and internal data sources used to evaluate consumer behavior, categories, markets, and competitors.
• Demonstrated experience managing multiple concurrent projects, and experience managing external research suppliers and vendors, including project scoping, proposal evaluation, budgets, timelines, deliverables, and quality assurance.
• Experience translating research and data to identify business implications, opportunities, risks, and actionable business recommendations.
• Strong written, verbal, presentation, and data-storytelling skills, including communicating complex information simply.
• Ability to build effective relationships with stakeholders, cross-functional leaders, and research partners, and influence without direct authority.
• Proficiency with Microsoft Office applications and relevant research and analytical tools.
• Strong understanding of AI capabilities, limitations, business impact, governance, risk, and ethical expectations. Ability to apply AI-supported insights to strategic decision-making, lead change, set expectations, and model responsible use.

A few pointers about our culture:

• Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out in the great outdoors.
• We are laser-focused on our consumers, and passionate about providing superior solutions flexible to meet any event’s needs or mission requirements.
• We strive to create meaningful, healthy change in the world as individuals and as a family of brands.
• We value team members who are willing to wear many hats; who take personal initiative, anticipating what needs to be done, and figuring things out to make them happen; but who are also willing to ask for help, to assist others and work together.

What you will receive:

• Share in the company’s success with competitive base salary with additional earning potential through participation in the management bonus program, and eligibility for annual pay increases.
• Find work/life balance with generous Paid Time Off and holiday benefits, a full benefits package, and broad range of employee support and fitness and wellness plans.
• Further your career with performance development and training opportunities, including our tuition assistance program.
• Have fun at work, enjoy a collaborative and casual work environment, participating in fun company events, and taking advantage of great employee discounts on all our outdoor recreational products.
• Plan for your future with our 401(k) with company match and deferred retirement contributions, Sons & Daughters Scholarship program, college savings program, life and LTD insurance, and more.

All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race; creed; color; religion; national origin; sex; age; disability; sexual orientation; gender identity or expression; genetic predisposition or carrier status; veteran, marital, or citizenship status; or any other status protected by law. Johnson Outdoors is proud to be an affirmative action and equal opportunity employer. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, please contact Human Resources at HRSpecialAccommodations@johnsonoutdoors.com to let us know the nature of your request and your contact information.

JOHNSON OUTDOORS is a leading global innovator of outdoor recreation equipment and technologies that inspire more people to experience the awe of the great outdoors. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping. Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™; Carlisle® paddles; Minn Kota® fishing motors, batteries and anchors; Cannon® downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems. Founded in 1970 by Samuel C. Johnson, the Company has delivered double-digit compound annual growth over its history, evolving from a single brand into a nearly $663 million global enterprise with around 1,300 employees across 20 countries.