Qualitative Customer Insights Manager

Job Information

As a qualitative customer insights manager, you will conduct qualitative customer and market research to support product management teams in developing next-generation products within the Bobcat portfolio. You will be considered a qualitative project and research expert. In this role, you will develop, communicate, and execute project research plans and results, assisting product management with customer and market intelligence for project planning, market assessment, product validation, product optimization, project roadmaps, and design cadence clearly and concisely. The qualitative insights manager must be both flexible and responsible enough to work both within and outside the office environment. 

Role & Responsibility

Qualitative Research

• Identify, prioritize, and manage research projects that can be best executed through deployment of qualitative research methods.
• Outline the methodologies for individual qualitative research projects based on the scope of the project, business objectives, and desired research outputs.
• Set up qualitative research project plans and timelines and seek support/approval from key stakeholders.
• Determine if in-sourcing or out-sourcing is the best direction through evaluation of project priority, timelines, deliverable, and competing project resources.
• Lead qualitative research end to end, working with internal stakeholders to plan, execute, and report findings.
• Manage qualitative project milestones, key deliverables, and all project outputs.
• Lead qualitative research via, but not limited to, the use of Gemba visits, focus group events, ride-and-drive actives, MAYA, etc.
• Manage all logistical and organizational aspects of the field process: provide segmented customer lists with geographical variances to ensure we are hitting the whole audience, managing recruiters, and providing feedback where needed; arrange all logistical details of fieldwork; work with the equipment logistics team when machines need to be moved for validation; and arrange for all needed technology and support during customer visits and validation events.
• Execute product validations and field research at multiple stages throughout the NPD process including any time an attempt is being made to meet a customer need. This can occur during, but is not limited to, scope development, proto 1 and 2 builds, pilot builds, or post launch.
• Lead interviews in a variety of locations – virtually and in person – always with an eye to uncovering meaningful insight.

Reporting

• Collaborate with the product management team and the quantitative research group to make sure business and product objectives are being met and to inform them of any changes in customer needs as discovered by conducting qualitative research.
• Compile, communicate, and manage results of qualitative research with product management and facilitate the transcription of clarified needs for use in quantitative research studies.
• Manage all outputs and archive reports for future reference. As new requests are made by the product management team, it is the manager’s role to determine if new research is needed or if relevant outputs already exist.

Job Requirement

• Education Required : Bachelor’s Degree in Business Administration, Engineering, Marketing, or related major. Master’s Degree is preferred.
• Research Experience: 3-7 years  of experience in customer research methods and methodologies.
• Outside Research Experience:  1-2 years of experience in customer service, retail, sales, or marketing preferred.
• Experience conducting qualitative field research including on-site customer/dealer visits and focus group execution.
• Construction product (or related) development knowledge and operation experience.
• Financial acumen.
• Strong communication skills (team leadership, presentation ability, proactive focus due to geographies).
• Travel Required: 30-40%. International travel may occur.

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