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

General Motors; United States; Hybrid; USD 65,000 - 105,000; Full time

Job summary

General Motors seeks a Customer Research Analyst focused on apps and websites to design and execute quantitative and qualitative studies that uncover actionable insights into user experience, preferences, and behaviors.

You will translate findings into recommendations for marketing and other business teams, manage multiple projects, and collaborate with partners to improve digital journeys across apps and websites.

Qualifications

• Bachelor’s degree in Psychology, Marketing or Business; 2 years of market research experience.
• Experience with UX/UI market research or usability testing platforms (e.g., UserTesting, Qualtrics).
• Strong analytical skills; able to run cross-tabs or mine raw data.
• Excellent collaboration and communication skills; able to present findings.
• Strong organizational and project management abilities.
• Ability to use AI-enabled tools to draft questionnaires, synthesize open-ends, and summarize insights with research rigor.
• Experience with market research platforms (statistical analysis tools, survey programming tools).
• Proficient in Word, PowerPoint, and Excel.

Responsibilities

• Independently design and execute quantitative and qualitative research for digital products.
• Develop instruments for digital customer experiences across apps and websites.
• Translate findings into clear, actionable recommendations for marketing and business teams.
• Manage multiple complex projects with timelines and stakeholder alignment.
• Collaborate with partners and research managers to select methodologies.
• Support ongoing tracking studies and consumer panels related to digital products.
• Oversee vendor relationships, logistics, and invoicing with accountability.
• Explore innovative research approaches to improve speed, depth of insight.

Skills

Market research

UX research

Collaboration

Project management

AI-assisted tools

Analytical thinking

Education

Bachelor’s degree in Psychology/Marketing/Business

Advanced degree preferred

Tools

UserTesting

Qualtrics

SPSS

mTAB

Statistical tools

Survey programming tools

Excel

PowerPoint

Job description

Job Description

The Role 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.

Required Qualifications

• 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 judgement 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.

Employment Terms

GM does not provide immigration-related sponsorship for this role. Do not apply for this role if you will need GM immigration sponsorship now or in the future. This includes direct company sponsorship, entry of GM as the immigration employer of record on a government form, and any work authorization requiring a written submission or other immigration support from the company (e.g., H1-B, OPT, STEM OPT, CPT, TN, J-1, etc).

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}. This job is not eligible for relocation benefits. Any relocation costs would be the responsibility of the selected candidate.

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