Consumer & Shopper Insights Analyst

Utz Quality Foods is seeking aConsumer and Shopper Insights Analyst to work in office in eitherChicago, IL or Hanover, PA.The Consumer and Shopper Insights Analyst will play a critical role in helping Utz Brands better understand its consumers, shoppers, and the competitive salty snack landscape. This individual will design and execute both qualitative and quantitative research, translate complex data into compelling stories, and deliver actionable recommendations that inform brand strategy, innovation, and marketing decisions. This is an exciting opportunity for an early-career researcher with a passion for Consumer Package Goods (CPG) and snacking to make a tangible impact across one of America's most recognized snack portfolios.

We are opened to new graduates with internship experience & a solid research or data analysis background! A prior background using PowerPoint and Excel is required.

Responsibilities:

• Design and execute custom/primary consumer and shopper research studies, including surveys, focus groups, in-depth interviews, concept tests, and ethnographic research.
• Manage end-to-end research projects - from developing screeners/discussion guides to fielding studies and delivering final reports.
• Partner with external research vendors and agencies to execute studies on time and within scope, serving as the primary day-to-day contact.
• Leverage both qualitative and quantitative methodologies to develop a holistic understanding of consumer needs, attitudes, behaviors, and purchase drivers.
• Synthesize research findings from multiple data sources into clear, concise, and compelling narratives that highlight key learnings and implications.
• Translate data into actionable insights and recommendations that drive brand strategy, innovation pipelines, and marketing communications.
• Create polished, presentation-ready reports that distill complex findings into digestible stories for internal stakeholders at all levels.
• Connect consumer insight to business context, drawing meaningful conclusions that go beyond 'what' to explain 'why' and 'so what'.
• Serve as an insights partner to Brand, bringing the consumer voice into key business decisions.
• Support Innovation with new product development through concept testing and consumer validation.
• Support Communications with consumer-informed positioning, messaging, and packaging feedback.
• Support Category Management by integrating shopper data into category strategies.
• Support vendor onboarding and contractual agreements in partnership with the in-house legal team to ensure company and intellectual property protections.
• Analyze and synthesize syndicated data sources (e.g., Circana, Mintel, Numerator) to identify opportunities in the salty snack category and competitive landscape.
• Monitor consumer trends, cultural shifts, and emerging behaviors relevant to the CPG and snacking space.
• Stay current on the research vendor and partner landscape, identifying new and best-in-class suppliers, tools, and methodologies.
• Integrate multiple data streams (custom/primary research, syndicated data, social listening) to build a comprehensive view of the consumer.
• Manage a defined research budget, tracking spend across projects and ensuring efficient use of resources.
• Prioritize and manage multiple research projects simultaneously.
• Maintain organized documentation of research methodologies, findings/reports, and vendor relationships.
• Salary: 60k to 70k.

Requirements:

• Bachelor's degree required; ideally in Marketing, Research, Psychology, Communications, Statistics, or a related field.
• 1-2+ years of professional experience in consumer insights, market research, brand strategy, or a related analytical role.
• Internship experience in CPG or research is highly considered.
• Ability to analyze data and translate findings into clear insights, recommendations, or brand strategy.
• Strong storytelling skills; experience building compelling presentations that bring data to life.
• Exposure to both qualitative (focus groups, IDIs, ethnographies) and quantitative (surveys, concept tests) research methodologies.
• Proficiency in Microsoft Office Suite, especially PowerPoint and Excel.
• Excellent written and verbal communication skills.
• Highly organized, detail-oriented, and able to manage multiple priorities in a fast-paced environment.
• Collaborative, can-do attitude: a team player who is proactive and solution-oriented.
• Genuine passion for CPG, food & beverage, and/or the snacking category.
• Familiarity with syndicated data platforms such as IRI/Circana or Nielsen.
• Experience with survey platforms (Qualtrics, SurveyMonkey, or similar).
• Exposure to research vendor management or agency partnership.
• Experience with data visualization tools (Tableau, Power BI) a plus.
• Curiosity about or experience using AI and generative AI tools to accelerate research, synthesis, and storytelling.

External Recruitment Process:

• Easy Application (5 mins): Introduce yourself and answer a few key questions to get started.
• Engaging Chat Interview (20-25 mins): Share your experiences in an online chat, highlighting how your values align with ours.
• Live Interview: Selected candidates will meet with the hiring team to explore their alignment with the team and overall Utz company culture.

Continuously Pursuing Excellence!

Here at Utz, we have a passion for exciting and delighting consumers with delicious snack foods made from high quality ingredients. After over a century with a strong family heritage, our diverse portfolio of brands includes Utz, Zapp's, Boulder Canyon, and On the Border. Our associates are the reason for the success of this company, so it is important we provide a supportive, caring and inclusive environment that offers opportunities for career growth and advancement. We also help take care of our associates by providing benefits, resources, and programs that ensure they live their healthiest lives. Our benefit package includes medical, dental, and vision plans, an employer match 401k, profit sharing plan, employee stock purchase plan and much more. Join our world class team and help us become the fastest growing pure-play U.S. snacking company of scale!

Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, or protected veteran status and will not be discriminated against on the basis of disability.