Job Description

Work Arrangement:

This role is categorized as hybrid. This means the successful candidate is expected to report to the Warren, MI Technical Center three times per week, at minimum.

The Role:
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.

What You'll Do:

• 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.

Your Skills & Abilities (Required Qualifications):

• 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

What Will Give You a Competitive Edge (Preferred Qualifications):

• 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