Director of Consumer Insights

Date:  Nov 6, 2023

Salisbury, MD, US, 21804

Req ID:  70817
Job Function:  Sales & Marketing

Perdue Foods is part of Perdue Farms, a family-owned company heading into its second century of growth and innovation. With a goal of becoming the most trusted name in premium proteins, we create products for consumers and for retail and foodservice customers around the globe, while changing the way animals are raised for food.



This position leads the insights discipline by creating strategy and studies, gathering data and interpreting into stories using basic and advanced analytics to get to actionable insights for the product and consumer strategy teams.  They support company growth and increased consumer connection with the company’s brands.  They support brand/product teams in creating new products, strengthening positioning, and developing and evaluating advertising and promotions, with effective and efficient quantitative and qualitative methodologies. They lead partner agencies relationships such as Circana, Kantar, Ipsos, Nielsen, Market Logic, and other key research suppliers.  They continually improve capability and competency through innovative tools and techniques.  They frequently interface directly with senior leadership in sharing findings and recommendations.

Principal and Essential Duties & Responsibilities


1. Develop the consumer and shopper research strategy for Perdue Commercial in partnership with the different business units that are consumers  of the information.

2. Lead and manage the total research agenda for brand, new and existing product, consumer and shopper.  Identify priorities, create studies, gather data, analyze, synthesize and clearly communicate insight stories.

3. Create and execute research agenda for brands, channels & corporate to include, but not limited to the following:

  • Recommending and evaluating various approaches to a strategic research
  • Brand Health & Reputation Tracking
  • New product concept testing
  • Central location and home-use testing of products (new and product reformulations).
  • Qualitative research as needed, delivering reports in an accurate and timely manner. 
  • Tests of communication messages and vehicles, such as packages and advertising.
  • Direct design and analysis of Circan research and integration of syndicated and custom research.

4. Create strategic partnership with brands, channels and portfolio leads, helping to connect insights and recommend actions and clear next steps.

5. Provide Insights thought leadership and sharing across brands, channels and functions. 

6. Lead significant roster of partner relationships and direct their focus and activity against right priorities.

7. Improve organizational capability and competency through innovative tools and techniques.

8. Responsible for directing multi-million research budget, ensuring the most effective and efficient use of research dollars.

Minimum Education and Experience


REQUIRED:  Bachelors degree in related field plus a Minimum 10 years relevant CPG insights or market research experience.  Experience in both custom and syndicated data highly preferred.  Proven superior project management experience, with minimal supervision and manage shifting priorities. Superior communication, organizational and interpersonal skills, and statistical analysis and tools.  Must be able to thrive in a fast-paced environment that requires multi-tasking and managing multiple projects with tight deadlines. Ability to work collaboratively and influence cross functional teams.  High attention to detail.  Successful candidates will have experience with a diverse set of projects and a robust network within the market research community.


PREFERRED: Master’s Degree and protein experience.  

Environmental Factors and Physical Requirements


Position is mostly sedentary but may require occasional moving to other offices or buildings. May need to move light equipment or supplies from one place to another. May need to access files, supplies and equipment.

Perdue Farms, Inc. is an Equal Opportunity / Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or protected veteran status.

Nearest Major Market: Salisbury