Manager, Mixed Methods Consumer Research

What you'll do

As Canadian Tire continues its mission to be customer-obsessed and data-driven, the Customer Research team plays a critical role in shaping enterprise decisions through rigorous qualitative and quantitative research. Partnering closely with stakeholders across Marketing, Merchandising, Loyalty, Digital, Analytics, and Strategy, the team ensures the voice of the customer informs priority setting, planning, and execution across the enterprise.

The Customer Research function operates as an in-house center of excellence, balancing speed, scale, and methodological rigor. The team owns and operates a proprietary Customer Research Panel enabling agile, high-quality research across both quantitative surveys and qualitative studies.

We are seeking a Customer Research Manager with deep expertise in mixed-methods research. Reporting to the Associate Vice-President of Customer Research, this role leads end-to-end research initiatives and manages a small team of analysts. The ideal candidate is equally strong in research design, execution, and synthesis, with the ability to translate complex findings into clear, actionable insights for senior audiences. This role also has accountability for the ongoing management, health, and optimization of the Customer Research Panel, ensuring it remains representative, engaged, and fit-for-purpose to support evolving business needs.

• Lead Mixed-Methods Research: Own the end-to-end lifecycle of research initiatives, from scoping through design, fieldwork, analysis, and delivery. Select and integrate qualitative and quantitative approaches to address business questions with precision and depth.

• Research Design & Execution: Develop high-quality research instruments (e.g., surveys, discussion guides), oversee sampling strategies, and ensure rigorous, ethical execution across all studies.

• Panel Management & Health: Own the governance and optimization of the Customer Research Panel, including recruitment, engagement, representativeness, and data quality. Ensure the panel is effectively leveraged across initiatives and evolves with business requirements.

• Analysis & Insight Generation: Synthesize quantitative and qualitative inputs into cohesive insights, identifying key themes, trade-offs, and opportunities. Translate findings into clear implications tied to business decisions.

• Reporting & Storytelling: Deliver compelling, executive-ready outputs that integrate data, customer voice, and business context. Communicate insights with clarity and confidence to senior leaders.

• Stakeholder Partnership: Act as a trusted advisor to internal teams by shaping research approaches, refining problem statements, and guiding interpretation of findings.

• Team Leadership: Manage and develop a small team (1–2 analysts), providing coaching on research methodology, analytical thinking, and stakeholder communication.

• Cross-Functional & Vendor Collaboration: Partner with adjacent insight teams (e.g., Analytics, UX, Loyalty) and external vendors as needed to deliver integrated perspectives and specialized capabilities.

• Continuous Improvement: Stay current on emerging methodologies and tools, and drive ongoing enhancements to research practices, speed, and impact.

What you bring

• Bachelor’s degree in Business, Marketing, Analytics, Social Sciences, or a related field; graduate degree considered an asset.

• Minimum 8 years of progressive experience in consumer or market research across both client- and supplier-side environments.

• Deep expertise in mixed-methods research, including survey design, sampling, qualitative techniques (e.g., interviews, focus groups, ethnography), and integrated analysis.

• Experience managing or working with research panels is strongly preferred, including an understanding of panel recruitment, engagement, and data quality considerations.

• Strong storytelling and communication skills, with the ability to distill complex findings into clear, actionable insights for senior audiences.

• Advanced proficiency in Excel and PowerPoint; experience with survey platforms and qualitative research tools. Familiarity with statistical or text analytics tools is an asset.

We’re always looking for great talent! In addition to competitive pay, we offer:

• Comprehensive benefits and retirement programs

• Performance incentives, Continuing Education Programs

• Other perks to support your well-being

• Career growth opportunities and product discounts

Broadband Salary Range: $80,000.00 and $131,000,00

Our typical hiring range is between $80,000 and $120,000. Salary decisions are also dependent on other factors such as your experience, industry benchmarks, internal equity and other role-specific requirements. For critical roles, the compensation offering will be reviewed to ensure alignment with market rate and conditions and the unique value you bring to the role.

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This posting represents an existing vacancy within our organization.

We may use artificial intelligence tools as part of our recruitment process to assist in the initial screening of resumes. All hiring decisions, including candidate evaluation, selection, and disposition, are made by human recruiters.