Senior Market Research Analyst – Digital Media (Apps & Websites)

Job Description

The Role

Are you passionate about understanding how customers interact with digital products? As a Market Research Analyst focused on apps and websites, you will design and execute research studies that uncover 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 conduct quantitative and qualitative research (research approaches, sample plans, surveys, interviews, usability studies) focused on apps and websites.  

• Develop research instruments (questionnaires, discussion guides, usability test plans, observational field guides) tailored to digital customer experience.

• Manage multiple projects simultaneously, ensuring timely delivery of insights using DIY tools and supplier-supported fieldwork.

• Collaborate with business partners and research managers to clarify objectives and select appropriate methodologies.

• Analyze research data to extract key findings and translate them into clear, actionable recommendations for product and business teams.

• Support ongoing tracking studies and consumer panels related to digital products.

• Maintain strong relationships with research suppliers and manage project logistics.

Required Qualifications 

• Bachelor’s degree.

• 10+ years of market research experience, preferably with a focus on digital media, apps, or websites.

• 7+ years of experience with UX/UI market research and usability testing platforms (e.g., UserTesting, Qualtrics).

• Strong 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.

• Proficient in Word, PowerPoint, and Excel.

• Understanding of AI principles and their application in market research.

Preferred Qualifications

• Advanced degree in Marketing Research, Analytics, Behavioral Sciences, or related field.

• Subject Matter Expertise in website and mobile app usability research.

• Familiarity with advanced quantitative and qualitative methodologies (e.g., Conjoint, Max Diff, Card Sorting, Ethnography, Observational Research). 

• Moderator experience is a plus.

• Familiarity with statistical concepts and applications.

• Experience with SQL or Python for data analysis is a plus.

If you're passionate about consumer research 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}. The selected candidate will be required to travel <25% for this role. 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 Opp