Principal Analyst — Consumer Behavior & Insights

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About This Role:

As a consumer insights professional, Forrester’s Principal Analyst for consumer behavior has a command on the current attitudes and motivations of consumers through the lens of B2C marketing — purchase drivers, technology adoption, consumer needs and expectations, brand perception, trust and values — with the practical expertise to offer strategic marketing recommendations tied to winning and retaining customers. Your relentless curiosity about what makes people tick derived from various research methodologies fuels our coverage on key trends that shape the consumer landscape and provides a credible voice to breaking developments within the marketplace. This role serves CMOs, consumer insights leaders, and other B2C marketing executives, and entails research and analysis, writing, and publishing various types of content — from macro trends to practical best practices.

Our ideal candidate has a strong, confident voice and is comfortable speaking with the press, delivering keynote presentations, and providing guidance to CMOs, consumer insights leaders, and other B2C marketing executives. We are looking for a data and insights-savvy individual who is adept at multimodal consumer research methods, persona development, and insights platforms — motivated to address Forrester clients’ top marketing priorities and enabling them to champion the consumer.

Job Description:

• Content planning. Determine an integrated research and content portfolio based on clients’ top priorities and market opportunities.
• Research. Oversee, conduct, and analyze primary research based on your content plan.
• Publishing. Write/produce content in various formats (reports, blog posts, data snapshots, podcasts, short-form video, etc.).
• Client engagement. Apply Forrester’s research and frameworks to help clients solve business challenges through short- and long-term consulting engagements.
• Thought leadership. Establish an industry presence as an influential speaker and thinker. Talk with the press, present at Forrester and external industry events, and deliver client presentations and webinars.
• Coverage development. Evolve and productize your marketplace coverage, and work with Forrester sales and analyst relations to evangelize it with clients and prospects.

Job Requirements:

• At least 10 years in a senior-level consumer insights, market research, or brand planning/strategy role at an agency or B2C brand.
• Proven and practical expertise in audience insight development (including personas or segmentations), consumer trend and behavior analysis, and consumer lifecycle mapping.
• Adept at survey design, data analysis, and multimodal consumer research methods.
• Experience with and curiosity for using AI in the practice of consumer insights.
• An established industry presence as an influential speaker and thought leader.
• Excellent writing, presentation, and analytical skills.
• The ability to strategize a bold/conceptual yet practical/actionable vision.
• A profound spirit of collaboration as part of a supportive, integrated team.
• The ability to travel more than 25% of the time.

Please note that the base salary range indicated here is inclusive of all applicable US geographies listed in this requisition, with the exception of New York City. This salary range is based upon the position as described in the job listing. The offered compensation may vary within this range and is dependent upon the successful candidate’s primary work location, experience, training, education, and credentials.

Base salary range: $141,000-229,000

Base salary range for New York City, NY: $161,000 – 263,000

The percentage listed here is an estimated bonus target as a percentage of base salary, in accordance with the Forrester Employee Bonus plan. Individual and company performance, as well as other eligibility criteria, will determine the actual incentive amount.

Bonus target: 15%

FLSA Status:

Here at Forrester, we welcome people from all backgrounds and perspectives. Our aim is for all candidates to be able to fully participate in Forrester’s recruitment process. If you would like to discuss a reasonable accommodation, please reach out to accommodationrequest@forrester.com .

Forrester Research, Inc. is an Equal Employment Opportunity Employer. As a federal contractor, Forrester encourages veterans and individuals with disabilities to apply for employment.