Customer Research Analyst - Brand Health & Market Effectiveness

Job Description

The Role

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.

What You'll Do

• 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.

Required Qualifications 

• 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.

Preferred Qualifications

• 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.

Location: Hybrid. This role is categorized as hybrid. This means the successful candidate is expected to report to the - Global HQ Warren, Mi three times per week, at minimum [or other frequency dictated by the business]

Relocation: This role is NOT eligible for relocation benefits

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., H-1B, OPT, STEM OPT, CPT, TN, J-1, etc.)

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 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

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