Principal Market Researcher

Intuit Inc.; Mountain View (CA); On-site; USD 199,000 - 270,000; Full time

Job summary

Intuit Inc. is seeking a Principal Market Researcher to guide strategic intelligence across the Intuit ecosystem. This leadership role sets the research agenda, synthesizes evidence, and informs VP/CMO-level decisions with rigorous analysis and AI-enabled insights.

You will own brand health strategy, champion rapid learning, and partner with Data Science to connect brand shifts to revenue. This role requires urgency, rigor, and cross-functional collaboration at executive levels.

Qualifications

• 15+ years in market research at a strategic leadership level.
• Experience in financial management-sector preferred for business impact.
• Demonstrated ability to translate data into executive recommendations.
• Strong analytical and synthesis capabilities, with evidence-based storytelling.
• Experience applying Generative AI to research design or optimization.

Responsibilities

• Serve as a strategic counselor to VPs and the CMO across the Intuit ecosystem.
• Own global brand health measurement strategy and identify cross-brand patterns.
• Drive advanced measurement and modeling fluency across projects (MMM, attribution).
• Synthesize cross-BU insights into a single, defensible narrative.
• Lead high-stakes initiatives with ambiguity and drive actionable intelligence.
• Mentor teams, champion AI adoption, and ensure executive velocity in delivery.

Skills

Research leadership

Technical expertise

Brand measurement

Executive influence

AI fluency

Education

Bachelor's degree

Advanced degree preferred

Tools

SQL querying

DIY analysis tools

Survey programming

Job description

Intuit's Strategic Research & Analytics (SRA) team is looking for a Principal Market Researcher to serve as a strategic intelligence counselor across the Intuit ecosystem - not just the platform brand, but the connective tissue across GBSG (QuickBooks, Mailchimp) and the parent Intuit brand. This is not a research-execution role; it's a role that sets the research agenda. You'll apply rigorous, technically grounded evidence synthesis - triangulating brand trackers, MMM/attribution outputs, creative measurement, and competitive intelligence - to give VP- and CMO-level leaders the confidence to make bold, well-underwritten bets.

You will be the senior-most objective voice of the customer/audience at the intersection of human insight and commercial strategy. You'll set research strategy across global brand health, creative and sponsorship measurement, and high-stakes strategic initiatives where the data is incomplete, conflicting, or nonexistent - and you'll be expected to build the answer anyway. We're looking for a leader with a growth mindset who treats ambiguity as the job, not an obstacle, and who operates with the urgency required to keep pace with Intuit's speed of decision-making.

Responsibilities

Strategic & Technical Mastery: 15+ years driving brand and business performance through advanced quantitative and qualitative research, with hands-on fluency in experimental design, causal inference, multivariate and regression-based analysis, and familiarity with marketing mix modeling (MMM) well enough to interrogate and integrate them into your own synthesis.

Executive-Level Ownership: A demonstrated 'figure it out' mentality at the Business Unit level - you don't wait for a roadmap, you build one, and you bring unmet needs and growth strategy directly to senior leaders rather than waiting to be asked.

Growth Mindset with Urgency: A bias for rapid learning and iteration; you treat every ambiguous, high-stakes problem as a chance to get sharper, and you move at the pace the business needs without sacrificing rigor.

Meticulous, Technically Grounded Precision: Command of the technical details that others overlook - statistically sound methodology, defensible modeling assumptions, and airtight data logic - so stakeholders never have to second-guess your output.

Customer Obsession: A passion for translating customer truth into measurable, enterprise-level business impact.

Intuit Values: Smart, humble, curious, and a collaborative leader who elevates the teams around them.

Responsibilities:

Enterprise-Wide Strategic Counsel: Serve as a consistent strategic counselor to VPs and the CMO, not just a research partner to the brand team - proactively shaping brand and growth strategy across the full Intuit ecosystem.

Global Brand Health Ownership: Own the strategic direction of global brand health measurement across GBSG Brands, identifying cross-brand patterns and halo effects that no single-brand view would surface.

Advanced Measurement & Modeling Fluency: Drive research strategy for creative pre-testing, in-market measurement, while working fluently alongside MMM and data science outputs to connect brand-level shifts to revenue and performance outcomes.

Cross-BU Insight Synthesis: Master the full ecosystem view - triangulating brand trackers, ad-hoc studies, MMM/attribution models, and competitive intelligence into a single strategic narrative that spans business units.

Leading Ambiguous, High-Stakes Initiatives: Build learning plans for strategic problems where data is incomplete or conflicting; drive actionable intelligence at the velocity Intuit's leadership requires.

Operational Ownership at Scale: Take end-to-end accountability for research investment prioritization across the BU - not just your own programs - including vendor strategy and budget allocation against the highest-impact opportunities.

Mentorship & Multiplier Effect: Lead mentoring and coaching across multiple teams, not just immediate peers, and influence cross-BU research standards and practices.

AI Championing: Champion Generative AI adoption across the research organization, driving transformative applications rather than incremental efficiency gains.

Reliable Delivery at Executive Velocity: Anticipate roadblocks before they surface and elevate with solutions, keeping multiple concurrent, high-visibility initiatives moving at Intuit's pace.

Cross-Functional Leadership: Partner with Data Science and Analytics leadership to fuse voice-of-customer insight with behavioral and financial data, delivering a 360-degree, model-validated view of brand and business performance.

Qualifications

Extensive Research Leadership: 15+ years of experience in market research, with a strong preference for financial management-sector, including demonstrated experience operating at a strategic, cross-functional leadership level.

Deep Technical & Methodological Expertise: Advanced proficiency across quantitative and qualitative methodologies, including experimental/test-and-control design, regression and multivariate analysis, and working knowledge of MMM, attribution, and incrementality frameworks well enough to critically evaluate and integrate model outputs.

Brand & Creative Subject Matter Authority: Recognized expertise in global brand health measurement, creative effectiveness, and sponsorship/investment ROI measurement.

Analytical & Synthesis Mastery: Exceptional ability to connect disparate, sometimes conflicting data sources into a single, defensible narrative; fluent with data and comfortable presenting statistical nuance to executive audiences.

Executive Influence: Proven track record of shaping strategy and decision-making at the VP/CMO level, with the presence and communication skill to counsel senior leaders directly.

Technical Proficiency: Hands-on experience with survey and discussion guide programming, DIY analysis tools, and ideally SQL or equivalent querying skills for independent data exploration.

AI Fluency & Innovation Leadership: Demonstrated experience applying Generative AI to research design, synthesis, or efficiency, with a track record of driving AI adoption at a team or organizational level.

Growth Mindset & Urgency: A demonstrated bias for action and continuous learning - comfortable making high-stakes calls with incomplete data and moving at speed without compromising rigor.

Collaborative Leadership: Exceptional interpersonal skills with a track record of leading and mentoring across diverse disciplines, cultures, and global regions.

Education: Bachelor's degree or equivalent work experience; advanced degree a plus.

Intuit provides a competitive compensation package with a strong pay for performance rewards approach. This position may be eligible for a cash bonus, equity rewards and benefits, in accordance with our applicable plans and programs (see more about our compensation and benefits at Intuit®: Careers | Benefits). Pay offered is based on factors such as job-related knowledge, skills, experience, and work location. To drive ongoing fair pay for employees, Intuit conducts regular comparisons across categories of ethnicity and gender.

The expected base pay range for this position is:
Mountain View $199,000 - $269,500