Global Customer Research Senior Analyst

General Motors•Warren, MI

1d•Hybrid

About The Position

Global Customer Research (GCR) is seeking a talented, hard-working Senior Analyst / Assistant Manager focused on product feature research. This role will concentrate on understanding customer needs, behaviors, and expectations related to software-based and other vehicle features, and translating those learnings into actionable recommendations for internal partners. You will gather, analyze, and synthesize voice-of-the-customer data to inform and impact internal client decisions, playing an essential role in keeping the customer at the center of everything we do at GM. We are looking for an individual who is driven to understand the “Why’s” and identify “Implications” of the data.

Requirements

5+ years of market research or related work experience
Bachelor’s Degree
Demonstrated quantitative research experience (for example, survey design, sampling, experimental design, statistical analysis, or similar)
Experience working with or researching software-based product features (for example, in-vehicle software, advanced driver assistance systems, connected services, apps, infotainment, or other digital feature sets)
Willingness to ask questions, take initiative, and be resourceful
Confidence to help guide internal clients through research planning, execution, and insight phases.
Demonstrated ability to work well in a collaborative team environment
Strong critical thinking and analytical skills; ability to work with cross-tabs and raw data sets
Excellent interpersonal skills and ability to work well with cross-functional teams (Brand Teams, Global Research Teams, Product Teams, Marketing, Planning, Engineering, Design, and suppliers)
Outstanding organizational/project management skills with attention to detail
Ability to work on multiple projects simultaneously, managing deliverables and deadlines
Strong written and oral communication skills; ability to present confidently to senior leadership
Proficient in the use of Word, PowerPoint, and Excel
Understanding of the principles of AI and use cases in Market Research

Nice To Haves

MBA or marketing research–related certifications
Experience using M-Tab
Experience using the Qualtrics platform (programming, JavaScript, Stats iQ, XM Directory) as well as other DIY survey/sampling tools
Familiarity with statistical concepts and applications
Familiarity with both quantitative and qualitative market research methodologies including Conjoint and MaxDiff
Experience with UX research methods (for example, journey mapping, concept testing, prototype evaluation)
Experience with qualitative research, usability research, and/or serving as a moderator in individual or group sessions
Knowledge of GVDP (Global Vehicle Development Process) and how customer research informs key program milestones and feature decisions

Responsibilities

Provide internal teams with consumer and market insights related to product and software-based feature experiences – including Product Management, Brand Teams, Vehicle Program Teams, Marketing, Planning, Program Management, Engineering, and Design.
Lead and support feature-focused research projects from scoping through insight delivery, ensuring tight alignment to business questions.
Develop and deliver effective presentations to inform business decisions and strategic initiatives to multiple GM leadership levels and organizations.
Assist the research manager in framing the specific learning objectives of the internal client for primary research, with a focus on feature-related questions.
Work alongside the research manager to apply appropriate research methodologies (primarily quantitative, with qualitative as needed) that will best fulfill the research goal.
Develop quantitative questionnaires and, when applicable, qualitative discussion guides and usability protocols for feature-focused studies.
Monitor primary research study execution and respond appropriately throughout; collect, review, and analyze market research results using DIY tools as well as supplier-assisted fieldwork.
Identify key insights from data analysis, clearly articulating implications for product and feature decisions.
Conduct special analyses utilizing current data, secondary data sources, or industry trends to further enhance the research findings.
Build the required purchasing documents and monitor supplier invoices.
Duties may include management of large-scale tracking or feature-focused research programs, including identification of study topics, analysis, and reporting, as well as internal client and supplier relationships.