Market Research Manager - Qualitative Insights

Cracker Barrel

Nashville, TN

Full Time

Senior

78k-101k

9 days ago

Job Description

About the Role

The Market Research Manager - Qualitative Insights at Cracker Barrel Old Country Store is responsible for designing, executing, and delivering qualitative market research studies to deepen understanding of current and potential customers. The role involves collaborating with internal teams and external vendors to support business decisions related to brand, menu innovation, retail, guest experience, and operations. The position emphasizes leading qualitative research initiatives, analyzing data, and translating insights into actionable recommendations within a company that values warmth, hospitality, growth, and development.

Key Responsibilities

Consult and partner with key stakeholders and external vendor partners to design, execute, and deliver qualitative market research studies that increase understanding of customers and inform business decisions.
Lead qualitative research studies including study design, discussion guide development, recruiting, logistics, field research, analysis, and reporting.
Represent Business & Consumer Insights in meetings by contributing insights that impact brand, menu innovation, retail, guest experience, and operations initiatives.
Design and execute qualitative research programs such as in-store guest intercepts, online and in-person focus groups, and employee interviews.
Translate business questions into compelling qualitative research plans that deliver actionable insights.
Collaborate with cross-functional teams to support decision-making based on guest-driven input.
Moderate live or online qualitative sessions in store or online.
Analyze and summarize qualitative data using text analytic software to uncover deeper insights.
Synthesize qualitative feedback into concise reports and presentations to influence stakeholder decisions.
Stay current on qualitative research best practices and tools.
Serve as the go-to source for social and cultural unstructured trend data and develop trend insights presentations for cross-functional partners.

Requirements

Bachelor's degree in Market Research, Marketing, Social Sciences, or related field.
Minimum of 5+ years of market research experience with at least 2 years focused on qualitative research.
Hands-on experience moderating focus groups or one-on-one interviews in person and online.
Proven ability to translate unstructured data into meaningful insights.
Experience utilizing online qualitative interview platforms.
Strong storytelling, presentation, and influencing skills.
Proficiency in Microsoft Excel and PowerPoint.
Curious and empathetic mindset with the ability to distill unstructured data into clear recommendations.
Ability to multi-task and stay organized in fast-paced, changing environments.
Experience in restaurant, hospitality, food & beverage, or retail industry is a strong plus.

Nice to Have

MBA or MMR preferred.
Experience with online qualitative interview platforms strongly preferred.
Experience in restaurant, hospitality, food & beverage, or retail industry.

Qualifications

Bachelor's degree in Market Research, Marketing, or Social Sciences.
5+ years of market research experience with at least 2 years in qualitative research.
Experience moderating focus groups or interviews in person and online.
Proficiency in Microsoft Excel and PowerPoint.

Benefits & Perks

Competitive annual salary and bonus opportunities.
Medical, Rx, Dental, and Vision benefits on Day 1.
Life Insurance and Disability Coverage.
Paid Vacation and Employee Assistance Program.
Business Resource Groups and Tuition Reimbursement.
Professional Development opportunities.
401(k) plan with company matching contributions at 90 days.
Employee Stock Purchase Program.
35% discount on Cracker Barrel food and retail items.

Working at Cracker Barrel

Cracker Barrel has been committed for over 50 years to serving a sense of warmth and hospitality across its stores. The company values growth and development opportunities for its over 70,000 team members, fostering a culture of care, belonging, and discovery. It emphasizes creating a 'home away from home' environment for employees and guests, with a focus on enduring hospitality, teamwork, and continuous learning.

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