Last Updated: November 4, 2020

If you’re looking to introduce a product to a market, there’s one main question that must be answered: what do my consumers need that they aren’t getting?

Consumer insight managers seek to answer this and other questions that arise when marketing new products. By sifting through market information, polling consumers, and finding niche areas in the marketplace, these professionals allow marketers to base decisions on research-backed data points. Read on to discover how consumer insight managers work with their team to find out just what it is consumers want.

What do they do?

Location and Opportunity

According to, the following locations offer the most opportunity for consumer insight managers:

  • New York, NY
  • San Francisco, CA
  • Chicago, IL
  • Atlanta, GA
  • Los Angeles, CA

Consumer insight managers primarily work in market research, seeking to discover target areas that help drive the operational and creative strategies at a company. Consumer insight is used in various divisions of a company, from product development to customer service.

As a consumer insight manager, you might lead a small team of market researchers who contact various retailers and follow market data points to discover what consumers are and aren’t buying. Then, consumer insight managers create reports that they relay to product developers, advertising managers, and other company leaders that decide what next step to take.

Consumer insight managers typically work with a large variety of marketing professionals to discover what consumers want. Some of these include:


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As a leadership position at a company, a consumer insight manager must first gain several years of experience before taking the job. Consumer insight managers typically start off as market researchers before rising through the ranks. This allows them several years to develop researching and writing skills.

Most consumer insight managers obtain at least bachelor’s degrees in marketing before entering the field. Marketing programs help give these professionals a solid educational backing that will dictate their future research.

Become a Consumer Insight Manager

Because they work in higher-level positions at a marketing research division, consumer insight managers make good salaries that reflect the amount of value they bring to a company. Typically, consumer insight managers make between $60,000 and $90,000 a year depending on their level of experience and the company.

With more businesses looking to market researchers to back their advertising practices, demand for consumer insight managers will grow.

If you’re interested in a career providing marketers with consumer insight, contact schools offering degrees in marketing.