Customer Research Analyst - Brand Health & Market Effectiveness

GM • Warren, MI

36d • Hybrid

About The Position

Are you passionate about translating the voice of the customer into strategic insights that inform strategic marketing and media decisions? As a Customer Research Analyst, you will design and execute research studies that generate actionable insights and recommendations on marketing, brand perceptions, and behaviors. You’ll work closely with internal teams to help shape the future of our brands and marketing strategies.

Requirements

• Bachelor’s degree.
• 2+ years of market research or related work experience.
• Brings curiosity to the role by asking thoughtful questions, taking initiative, and finding resourceful ways to solve problems.
• Strong critical thinking and analytical skills; with proficiency in running cross-tabs and 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 with attention to detail.
• 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.

Nice To Haves

• Advanced degree in Marketing Research, Analytics, Behavioral Sciences, or related field.
• Experience with brand trackers, brand equity frameworks, campaign measurement platforms or related marketing performance approaches.
• Familiarity with advanced quantitative and qualitative methodologies (e.g., Conjoint, Max Diff, etc.).
• Experience using Qualtrics platform (programming, java script, Stats IQ, XM Directory, 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.

Responsibilities

• Design and execute quantitative and qualitative research aligned with business strategy, including questionnaires, discussion guides, and analysis plans, with rigor and agility.
• Support continuous tracking and custom research projects
• Translate tracker, campaign, and custom research results into strategic recommendations that directly inform brand strategy, communications planning, creative development, and media planning decisions.
• Evaluate in-market campaign performance across channels, campaigns, audiences, etc. to translate findings into actionable direction for media and brand teams
• Communicate findings in clear, compelling narratives tailored to the audience, influencing decisions from working teams through senior leadership.
• Collaborate with business partners and research managers to clarify objectives and select appropriate methodologies.
• Manage vendor relationships, project logistics, timelines, purchase processes, and invoicing with a high degree of accountability and operational discipline.
• Manage multiple complex projects simultaneously, anticipating risks, aligning stakeholders, and ensuring high-quality delivery against timelines.
• Explore and apply innovative research approaches, tools, and workflows that improve speed, quality, and depth of insight.

Benefits

• 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level