Senior Consumer Insights & Innovation Lead

# Join the Trek Team!## Senior Consumer Insights & Innovation Lead Apply:
Waterloo, Wisconsin:
Full time:
Posted Today:
Trek
115854## A bit about usTrek is an awesome place to work, with amazing benefits for all employees. We build only products we love, provide incredible hospitality to our customers, and change the world by getting more people on bikes. When you’re on our team, you’re taken care of, encouraged to learn and grow, and given lots of opportunities to do so.

Give us your best, and we’ll give it right back. Sound pretty sweet? Then come join us!
** Job Description
** As a Senior Consumer Insights & Innovation Lead, you will help Trek become better at identifying what riders and potential customers will need next and deciding which opportunities are worth pursuing. You will build and champion a strategic research approach that connects emerging rider behaviors, unmet needs, market signals, and customer value to future product opportunities.  You will work at the intersection of Research, Design, and Product Management to identify and investigate opportunities, partner closely with designers as concepts take shape, rigorously test what matters to customers, and bring clear evidence and implications to Product teams as they make investment decisions.

This is a senior individual-contributor role with broad influence and a high degree of ownership.  
** This is an onsite role at our HQ in Waterloo, WI.*
* ** Key Responsibilities*
* *** Opportunity Discovery**
* • Identify emerging rider behaviors, unmet needs, changing expectations, and emerging customer groups before they become obvious to the market.
• Combine primary research with market research, trend analysis, competitive intelligence, social/community analysis, and available behavioral or business data to develop a point of view.
• Frame opportunity areas in ways that help Design and Product understand who the customer is, what is changing, why it matters, and what could be worth building.
• Build and maintain an opportunity pipeline that helps Trek see beyond the current product roadmap and respond to meaningful changes in rider behavior.  
*** Research Strategy & Planning**
* • Own the research strategy, methodology, decision metrics, and rigor for opportunity discovery and validation, while working closely with Design and Product throughout the process.
• Determine the right mix of qualitative, quantitative, observational, behavioral, and secondary research for each question.
• Create clear research plans, briefs, hypotheses, and decision criteria that keep investigations focused on learning that can change a business or product decision.
• Use external research partners and specialists when sophisticated quantitative work, specialized fieldwork, international research, segmentation, pricing, or other expertise is required.  
*** Rider & Customer Research**
* • Conduct and/or lead interviews, observation, field research, concept conversations, and other direct research with riders, non-Trek riders, and potential new category customers.
• Go beyond what customers say they want to understand what they actually do, what problems they work around, what they value, and what motivates them to spend.
• Partner with Design and Product on selective field research and synthesize findings into actionable opportunity definitions.
• Lead cross-functional observational research, including facilitating collaborative workshops and synthesis activities.
*** Concept & Opportunity Validation**
* • Partner with Design as concepts are developed, leading teams in the translate customer needs into testable hypotheses.
• Design and lead research that determines what customers value, what they would choose, what they reject, and what elements create meaningful…