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

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.
Total Rewards | 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 [email protected] 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.