Global Customer Research Analyst - Digital Media (Apps & Websites)

Are you passionate about understanding how customers interact with digital products and translating their feedback into better experiences? As a Customer Research Analyst focused on apps and websites, you will design and execute quantitative and qualitative research that uncovers actionable insights into user experience, preferences, and behaviors. You’ll work closely with internal teams to inform business strategies through rigorous market research, helping shape the future of our digital platforms.

What You’ll Do:

• Independently design and execute quantitative and qualitative research aligned with business objectives, focused on website, apps, and other digital media platforms.
• Develop research instruments tailored to digital customer experience (apps, websites, and related digital journeys), including surveys, usability test plans, interview guides, and observational field guides.
• Translate research findings into clear, actionable recommendations for marketing and other business teams; identify implications for customer experience, prioritization, and ongoing improvements.
• Manage multiple complex projects simultaneously, anticipating risks, aligning stakeholders, and ensuring high-quality delivery against agreed timeline.
• Collaborate with business partners and research managers to clarify objectives and select appropriate methodologies.
• Support ongoing tracking studies and consumer panels related to digital products and experiences.
• Manage vendor relationships, project logistics, timelines, purchase processes, and invoicing with a high degree of accountability and operational discipline.
• Explore and apply innovative research approaches, tools, and workflows that improve speed, quality, and depth of insight., This role is categorized as hybrid. This means the selected candidate is expected to report to a specific location at least 3 times a week {or other frequency dictated by their manager}.

• Bachelor’s degree (preferred in Psychology, Marketing or Business)
• 2 years of market research experience, preferably with a focus on digital media, apps, or websites
• Experience with UX/UI market research or usability testing platforms (e.g., UserTesting, Qualtrics).
• Strong analytical skills, with proficiency in running cross-tabs or mining raw data sets.
• Excellent collaboration and communication skills; able to present findings to diverse audiences.
• Outstanding organizational and project management skills; able to manage multiple deliverables and deadlines.
• Ability to use AI-enabled tools appropriately to support tasks such as questionnaire drafting, open-end synthesis, desk research, and insight summarization, with human judgment and research rigor.
• Experience with market research platforms (statistical analysis tools, survey programming tools, etc.).
• Proficient in Word, PowerPoint, and Excel.

Preferred Qualifications

• Advanced degree in Marketing Research, Analytics, Behavioral Sciences, or related field
• Experience conducting website and mobile app usability research or related digital experience measurement.
• Familiarity with advanced quantitative and qualitative methodologies (e.g., Conjoint, Max Diff, etc.), and behavioral research.
• Experience using Qualtrics platform (programming, JavaScript, Stats IQ, XM Discover, Text IQ) as well as other DIY survey/sampling tools.
• Experience using mTAB, SPSS, or other statistical tools for analyzing data.
• Familiarity with statistical concepts and applications.

We believe we all must make a choice every day - individually and collectively - to drive meaningful change through our words, our deeds and our culture. Every day, we want every employee to feel they belong to one General Motors team., General Motors is committed to being a workplace that is not only free of unlawful discrimination, but one that genuinely fosters inclusion and belonging. We strongly believe that providing an inclusive workplace creates an environment in which our employees can thrive and develop better products for our customers.