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

General Motors; Warren (MI); On-site; USD 65,000 - 90,000; Full time

Benefits offered by this job

Hybrid work model

Job summary

General Motors seeks a Customer Research Analyst focused on apps and websites to design and execute quantitative and qualitative research that informs digital product strategy and user experience improvements.

You will lead studies on website and mobile experiences, translate findings into actionable recommendations for marketing and product teams, and collaborate with partners to deliver high-quality insights on tight timelines.

Qualifications

• Bachelor's degree or higher in Psychology, Marketing, Business, or related field.
• Experience in market research for digital media, apps, or websites.
• Ability to design and execute mixed-method research.
• Proficient in reporting insights to diverse stakeholders.
• Familiarity with AI-enabled tooling for research tasks with sound judgment.

Responsibilities

• Design and execute quantitative and qualitative research for digital products (websites, apps).
• Develop instruments such as surveys, usability test plans, interview guides, and field guides.
• Translate findings into actionable recommendations for marketing and product teams.
• Manage multiple complex projects with timelines and stakeholders.
• Oversee vendor relationships and project logistics with accountability.

Skills

UX research

Analytical skills

Communication

Project management

AI-assisted tooling

Education

Bachelor's degree in Psychology/Marketing/Business

Advanced degree in Marketing Research/Analytics

Tools

UserTesting

Qualtrics

mTAB

SPSS

Stats IQ

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.

About GM

Our vision is a world with Zero Crashes, Zero Emissions and Zero Congestion and we embrace the responsibility to lead the change that will make our world better, safer and more equitable for all.

Why Join Us

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.

Benefits Overview

From day one, we're looking out for your well-being–at work and at home–so you can focus on realizing your ambitions. Learn how GM supports a rewarding career that rewards you personally by visiting Total Rewards resources.

Non-Discrimination and Equal Employment Opportunities (U.S.)

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. All employment decisions are made on a non-discriminatory basis without regard to sex, race, color, national origin, citizenship status, religion, age, disability, pregnancy or maternity status, sexual orientation, gender identity, status as a veteran or protected veteran, or any other similarly protected status in accordance with federal, state and local laws. We encourage interested candidates to review the key responsibilities and qualifications for each role and apply for any positions that match their skills and capabilities. Applicants in the recruitment process may be required, where applicable, to successfully complete a role-related assessment(s) and/or a pre-employment screening prior to beginning employment. To learn more, visit How we Hire.

Accommodations

General Motors offers opportunities to all job seekers including individuals with disabilities. If you need a reasonable accommodation to assist with your job search or application for employment, email us or call us at 1-800-865-7580. In your email, please include a description of the specific accommodation you are requesting as well as the job title and requisition number of the position for which you are applying.

Learn more about

Our Company Our Culture How we hire Our diverse team of employees bring their collective passion for engineering, technology and design to deliver on our vision of a world with Zero Crashes, Zero Emissions and Zero Congestion.

Explore our global locations

We are determined to lead change for the world through technology, ingenuity and harnessing the creativity of our diverse team. Join us to help lead the change that will make our world better, safer and more equitable for all.

Talent Community

As a part of our Talent Community, you will receive updates about GM, open roles, career insights and more.