Research Director

Lead the China/IMG/SA Research & Consumer Insights function, directing Product Research, Brand and Communications research, and Consumer Insights for both passenger and commercial vehicle divisions (Ford Blue, Model e, Lincoln, and Ford Pro). As “voice of thecCustomer” lead across China, IMG, and South America, you will embed actionable insights across the business lifecycle — from upstream planning to post-launch communications strategy — while serving as a principal advisor to senior leadership to drive customer-centric business strategy.

Responsibilities

Product Research

• Serve as the primary authority on market research and voice of the customer for China, IMG, and South America, directing all consumer research and insights across the three markets.
• Pilot new methods, data sources, and AI-enabled tools against clear success criteria.
• Execute against Ford's global research playbook — common methods, stimuli standards, segment and metric definitions — so regional results are comparable and trendable. Critically audit research designs, mitigate bias, and ensure the validity of strategic findings.
• Accelerate research speed and predictive accuracy through AI integration and process optimization.
• Direct primary research, tracking studies, and advanced conjoint and choice modeling, maintaining rigorous standards throughout the product development process.
• Direct development and dissemination of insights on strategic topics such as ADAS, infotainment, powertrain trends, and accessories.

Consumer Insights

• Develop and oversee Customer Insights Briefs at program kick-off and Target Customer Profiles that define the emotional and functional needs of the target customer, establishing the foundational customer understanding for program teams.
• Partner on the customer problem statement, market context, and key customer insights that underpin a successful product concept and differentiate in segment.
• Partner with the Product Execution Team (PM, Planning, Product, GMs, Marketing) to embed customer and competitive insight into strategic decisions from cycle plan inclusion through launch and into market.
• Identify priority learning gaps and direct primary and secondary research to address them, leveraging internal tools and teams.
• Synthesize multiple data sources into high-impact narratives with clear business implications and actionable recommendations.

Brand & Communications Research

• Own cadence-driven tracking of Ford, Lincoln, and competitive brand funnel metrics and attributes across key audiences and subgroups in the region.
• Direct always-on social listening on brand, product, and corporate topics, alongside tracking of purchase and rejection reasons, customer experience, and owned social and ambassador performance.