Lead Analyst, Consumer Insights

The Lead Analyst, Consumer Insights is responsible for obtaining and translating contractor, distributor, and end-user data into actionable insights that drive product innovation, go-to-market strategy, and business growth within the Electrical Products portfolio. This role serves as the voice of the customer, enabling data-driven decisions across product development, marketing, and commercial execution.

This position bridges market research, analytics, and strategy, transforming raw data into clear recommendations that influence product roadmaps, channel strategy, and customer experience.

Key Responsibilities

Design and execute quantitative and qualitative research (surveys, jobsite interviews, field observations, product field testing, VOC programs)

Analyze contractor behavior, buying patterns, and unmet needs across electrical categories

Develop actionable insights on product usage, installation pain points, and productivity drivers

Build segmentation models (contractor type, application, channel, jobsite needs)

Partner with Product Management and Engineering to embed customer insights into NPI pipeline

Translate insights into product requirements, feature prioritization, and value propositions

Identify whitespace opportunities for new products and adjacent category expansion

Analyze competitor products, channel strategies, and share shifts

Convert complex data into clear, concise insights and recommendations.

Establish best practices for insights methodologies and data integrity

Bachelor’s Degree

Specialized Degree: Marketing, Market Research, Business Analytics, Product Management, Engineering, Communications, Psychology, Sociology, or related field

8-11 Years Experience

Field(s) of Expertise:

Consumer insights, market research, VOC strategy, product marketing, commercial analytics, or related field supporting industrial, contractor, or manufacturing markets.

Consumer research, contractor/distribution channels, commercial or residential construction markets, B2B product insights, or industrial/manufacturing environment, Commercial & Residential Construction

Preferred Education & Experience

Master’s degree

Specialized Degree: Marketing Research, Business Analytics, Market Intelligence, Product Management, Engineering, Psychology, Sociology, or related field

12-14 Years Experience

Field(s) of Expertise:

Consumer insights, market research, product strategy, or commercial analytics

Electrical products, construction products, industrial manufacturing, contractor research, channel marketing, or B2B customer insights

Certifications/Licenses:

Certifications in Market Research, Data Analytics, Product Management, or VOC methodologies

Pragmatic Institute Certification

Certified Market Research Analyst (CMRA)

Insights Association coursework/certifications

Tableau or Power BI certification

Product Management certification

Spans of Control

Does this role manage Southwire team members: No

Travel

Domestic - up to 50% of time

Physical Requirements

Driving - 15% of time

Standing - 30% of time, Hard Hat

Computer/Keyboard

Safety Glasses

Safety Shoes

Safety Vest

Power Tools

Competencies

Action Oriented

Balances Stakeholders

Collaborates

Customer Focus

Nimble Learning

Plans and Aligns

Skills

Customer Success Management

A leader in technology and innovation, Southwire Company, LLC is one of North America’s largest wire and cable producers. Southwire and its subsidiaries manufacture building wire and cable, utility products, metal-clad cable, portable and electronic cord products, OEM wire products and engineered products. In addition, Southwire supplies assembled products, contractor equipment, electrical components, hand tools and jobsite power and lighting solutions. The company also offers digital solutions including contractor planning and utility grid resiliency as well as field services including cable testing, rejuvenation and replacement to support our customers as a value-add partner. We are proud to offer competitive compensation, employee benefits, tuition reimbursement and unlimited growth opportunities. Our more than seven decades of progressive growth can be attributed to our determination to developing innovative systems and solutions, exercising environmental stewardship and enhancing the well-being of the communities in which we work and live. How will you power what’s possible?, + 401k with Matching

• Family and Individual Insurance Packages (Health, Life, Dental, and Vision)

• Paid Time Off & Paid Holidays