Senior Consumer Insights & Market Research - Appliances

Midea America; Boston (MA); On-site; USD 85,000 - 125,000; Full time

Job summary

Midea America Corp. is seeking a Market Research professional to support SDA product categories, including air fryer, pressure cookers, fans, heaters, and coffee products.

This role is ideal for someone with hands-on appliance or building products experience and proficiency in both primary consumer research and secondary market research. You will be responsible for executing end-to-end qualitative and quantitative research projects that influence product development, marketing strategy, and

Qualifications

• Demonstrated experience designing and executing qualitative and quantitative research studies.
• Working knowledge of desktop/secondary market research methods, including market sizing, segmentation, and trend analysis using industry, trade, and government data sources.
• Strong research design, project management, and data analysis/synthesis skills.
• Experience with DIY and hybrid survey platforms.
• Excellent written and verbal communication skills, with the ability to present technical findings to non-technical audiences.

Responsibilities

• Lead participant recruitment strategies for consumer studies.
• Create and follow learning and validation plans for multiple products across the category.
• Oversee and manage external research vendors and maintain productive working relationships.
• Design and execute end-to-end qualitative and quantitative research.
• Develop and manage research tools such as discussion guides, surveys, screeners, and questionnaires.
• Conduct and facilitate focus groups, in-depth interviews (IDIs), ideation workshops, and real-world field testing.
• Conduct secondary market research covering market sizing, segmentation, and growth-trend analysis for SDA products and adjacent categories.
• Lead A&U, segmentation, and concept testing initiatives to validate new product ideas.
• Develop reports and presentations that translate research findings into clear, actionable recommendations, presenting them to both technical and non-technical audiences.
• Collaborate with global and local product, sales, marketing, and design teams on consumer and market research needs.

Skills

Qualitative research

Quantitative research

Market sizing

Segmentation

Survey design

Vendor management

Cross-functional collaboration

Communication

Education

Bachelor's degree in Market Research, Psychology, Human Factors, Advertising, UX, Business, or related field

Master's degree in Market Research, Psychology, Human Factors, UX, Business, or related field

Tools

DIY survey platforms

Job description

Midea America Corp. is seeking a Market Research professional to support SDA product categories, including air fryer, pressure cookers, fans, heaters, and coffee products.

This role is ideal for someone with hands-on appliance or building products experience and proficiency in both primary consumer research and secondary market research. You will be responsible for executing end-to-end qualitative and quantitative research projects that influence product development, marketing strategy, and