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

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 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.

If you're passionate about consumer research and digital experiences in the automotive industry, apply now and help shape the future of General Motors!



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

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