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Consumer Insights Analyst

Brooks Running, US, Washington, Seattle, Corporate

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Who We Are:
Brooks is a team of passionate people united by a desire to do meaningful work, lead healthy lives and make a difference. We share a focused mission: to inspire everyone to run and be active. That’s it. No distractions—it’s all about the run. Through science, creativity, service, authenticity and connection, we obsess over delivering the best running gear on the planet. We do it our way, with our unique spirit, with a goal of being more relevant to runners than any other brand, day after day and mile after mile. We are determined to innovate, challenging ourselves to lead thought at every turn. Inside these walls and on the roads, tracks and trails, we live and breathe Run Happy, celebrating the positive impact running has on our lives and others. We inject it into all we do because it makes everything better, smarter, more fun and more memorable. Our company culture defines us, bonds us together and creates the conditions for success. It is lived daily as a behavioral expression of our collective set of brand values: Connect with People, Innovate for our Customer, Compete as a Team, Build Trust, Have Fun & Bring Passion, and Be Active. If you’re on our team, it means you’re part of creating something extraordinary. You’re part of Brooks.

Your Job:

As a Consumer Insights Analyst you will be instrumental in completing our insight loop with runners. You will lead research design and analysis to help set up and assess the opportunities for runner insight projects that drive marketing, product marketing and shopper marketing program development and decision making. You will set up, analyze, report and evangelize key brand and consumer studies for the US and EMEA markets. You will lead our end consumer sell thru intelligence to assess the ultimate truth behind what is driving our consumers' purchase behaviors. You will design and conduct follow up research projects to bring color and clarity to the data and craft clear recommendations back to brand, product marketing and the Run-Sight Lab teams. You will design and conduct season consumer research of consumer propositions and messaging and advise product and brand teams on key decisions around product naming and messaging.

Responsibilities

  • Lead Quantitative Research for Run Sights Lab:
  • Design, implement, analyze and report Run-Sight Lab quantitative research that drives marketing, product marketing and shopper marketing program development and decision making. Present, socialize and evangelize data insights consistently throughout the organization. Visualize data in creative and compelling ways that make insights intuitive and actionable.
  • Design qualitative follow up research and partner with Run- Sights Lab to add color to the data and enhance the recommendations to the brand and Run-Sight Lab.
  • Leverage and utilize quantitative data insights to inform qualitative design or validate qualitative insights. 
  • Propose quantitative methodologies in instances when qualitative research can’t inform decision making or program development.  This may include analyzing our 1st party consumer data to understand what is driving purchase behaviors and variances to our qualitative assumptions.
  • Data analysis and reporting partnerships:
  • Partner with Data Analyst using first party data sets to actively identify emerging trends, surprising associations, and key understandings that can be used to empower teams across the organization to take action.
  • Work with Data Analyst and market intelligence teams to identify key shifts in consumer’s current shopping behaviors and consumer and business trends to enable teams to act quickly to address changes taking place in the market place.
  • Partner with market intelligence analyst to build a universal weekly dashboard/ scorecard to monitor product performance that combines our first party consumer data and trade sell-thru data
  • Consumer Insights and Global Brand Equity:
  • Set up, design, analyze, report and evangelize the Annual Brand Equity and Shopper Behavior Studies for the US and EMEA Regions. Refine and evolve the yearly brand equity study to generate most actionable insights.
  • Represent and lead the Brand Marketing team in the Run Sights lab for consumer segment deep dive research
  • Analyze runner insights/trends and develop quarterly reports for US and EMEA regions
  • Conduct seasonal testing of consumer propositions and messaging
  • Respond to ad-hoc requests for consumer insights feedback (e.g. Product naming, Category naming, etc.).  Requests may include conducting ad-hoc research projects or getting real time feedback to gain instant insight into acute product performance fluctuations

Qualifications:

  • Bachelor’s degree in Business, Statistics or Market Research or a related field preferred.
  • 3+ years’ experience conducting and leading consumer research projects.
  • Working knowledge of the footwear product management process, retail environment and consumer buying habits a plus.
  • Business orientation preferred with a proven financial ability in handling gross margins, inventory, and costing
  • Excellent oral and written communications skills – skilled presenter (using MS Presentation tools)
  • Strong analytical skills and experience
  •  Ability to influence, persuade and negotiate to achieve progress toward goals – skilled communicator
  • Results-oriented person with the ability to balance numerous tasks and utilize all available resources with a high sense of urgency and self-motivation
  • Ability to conceive/create new thinking and ideas pertaining to the consumer and the product line – skilled “product eye”
  • Ability to work professionally and efficiently within the team and across departments
  • A real passion for the running enthusiast and active lifestyle 
At Brooks, we celebrate diversity & equity. We are committed to creating an inclusive environment, and encourage people of all backgrounds, perspectives, experiences, and skills to apply. Brooks is proud to be an equal employment opportunity employer. All employment decisions are made without regard to race, religion, color, national origin, gender, gender identity, the presence of a sensory, physical or mental disability, medical condition, military status, marital status, pregnancy or child birth, sexual orientation, age, genetic information, status as a victim of domestic violence, sexual assault or stalking, political ideology, or any other non-merit based factors. 

About Brooks Running

About us Brooks Running makes men's and women's high-performance running shoes, apparel, and accessories that meet the needs of runners of all levels. Entirely focused on the run, Brooks is dedicated to inspiring people to run and be active. Brooks creates innovative equipment that keeps you running longer, farther and faster—and with more enjoyment of the run.

Want to learn more about Brooks Running? Visit Brooks Running's website.