CX Researcher (Web Operations)

About the Role

VML, part of WPP, is seeking an experienced and insight‑driven CX Researcher to join its Web Operations (Digital Experience – DX) team supporting a high‑profile automotive client. The role focuses on understanding customer behaviour, uncovering actionable insights, and shaping data‑informed digital experiences across complex web ecosystems.

Key Responsibilities

• Plan, conduct, and synthesize qualitative and quantitative research activities across the client’s web ecosystem.
• Deliver actionable customer insights that inform UX improvements, optimisation initiatives, content strategies, and broader digital experience decisions.
• Employ a range of research methodologies including user interviews, usability testing, surveys, diary studies, heuristic reviews, competitor analysis, behavioural analysis, and stakeholder workshops.
• Analyse customer pain points, friction areas, and unmet needs across key automotive customer journeys such as research, purchase consideration, ownership, and servicing experiences.
• Support ongoing operational and optimisation initiatives by identifying opportunities for continuous improvement across digital touchpoints.
• Translate complex findings into clear, digestible insights and recommendations for both technical and non‑technical stakeholders.
• Collaborate closely with analytics and optimisation teams to integrate behavioural data with qualitative customer insight.
• Assist CRO and experimentation initiatives by defining hypotheses, evaluating user behaviour, and validating design decisions.
• Use analytics platforms, heatmaps, session recordings, surveys, and customer feedback tools to identify experience improvement opportunities.
• Help measure the effectiveness of digital experiences and contribute to ongoing optimisation roadmaps.
• Advocate for evidence‑based decision‑making across the DX team and client organisation.
• Develop customer journey maps, personas, behavioural frameworks, and insight reports that support experience strategy and design decision‑making.
• Identify end‑to‑end customer experience opportunities across multiple channels and touchpoints.
• Lead workshops and collaborative sessions to align stakeholders around customer needs, priorities, and opportunity areas.
• Support the definition of customer‑centric frameworks, principles, and ways of working within the Web Ops (DX) team.
• Ensure customer insight is effectively integrated into product, content, UX, and optimisation workflows.
• Work collaboratively with UX designers, UI designers, content strategists, analysts, developers, product owners, program managers, and client stakeholders.
• Present research findings, insights, and recommendations clearly and confidently to diverse audiences ranging from delivery teams to senior stakeholders.
• Prioritize customer experience opportunities based on user impact, feasibility, and commercial value.
• Contribute positively to team culture, research maturity, and continuous improvement initiatives within the DX team.

What We Want From You

• Strong experience in CX Research, UX Research, Service Design Research, or related customer insight disciplines within digital environments.
• Proven experience conducting and synthesizing both qualitative and quantitative research methodologies.
• Strong understanding of digital customer journeys, user behaviour analysis, and customer‑centred design principles.
• Experience working across complex web ecosystems, digital products, or enterprise‑level platforms.
• Ability to translate research findings into clear, actionable insights and strategic recommendations.
• Strong experience creating research outputs including journey maps, personas, insight reports, workshop outputs, and behavioural analysis.
• Familiarity with analytics, experimentation, CRO, and behavioural insight tools and methodologies.
• Strong workshop facilitation, stakeholder engagement, and presentation skills.
• Comfortable working within fast‑paced operational environments managing multiple concurrent priorities and research requests.
• Strong collaboration skills with the ability to work effectively across UX, UI, analytics, optimisation, content, and development teams.
• Excellent communication and storytelling skills with the ability to simplify complex information for varied audiences.
• Automotive, retail, eCommerce, or premium consumer brand experience is advantageous but not essential.
• Proactive, curious, and solutions‑focused mindset with a passion for improving customer experiences through insight‑led decision making.

What We Can Offer You

We provide a permanent role with a competitive benefits package, including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family‑friendly policies, and discounts with numerous retailers.

EEO Statement

WPP (VML) is an equal‑opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

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