VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human‑first, award‑winning work for blue‑chip client partners including AstraZeneca, Colgate‑Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca‑Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave Reports as a Leader in Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization.
About the Role
We are seeking a highly skilled and empathetic Senior CX Researcher to deliver deep customer insights across our leading automotive client’s mobile App Operations (App Ops) and Web Operations (Digital Experience‑DX) teams. This hybrid role is split 50/50 between these two critical areas, fostering a holistic understanding of the customer journey and ensuring a seamless, high‑quality experience across all digital touchpoints.
As the voice of the customer, you will uncover user needs, behaviours, and motivations, translating them into actionable recommendations that drive product strategy, design decisions, and ultimately, customer satisfaction and loyalty within the automotive ecosystem.
Responsibilities
- Strategic Research Planning & Execution (Across App & Web)
- Develop and execute comprehensive research plans using qualitative and quantitative methodologies tailored to specific product and business objectives within both App Ops and Web Ops.
- Design, facilitate, and moderate research activities such as in‑depth interviews, usability testing (desktop and mobile), contextual inquiries, focus groups, surveys, card sorting, and tree testing.
- Manage participant recruitment, screening, and scheduling for research studies, ensuring diverse and representative samples.
- Champion user‑centered design principles and a research‑driven approach throughout both teams.
- App Operations Focus (≈ 50 %)
- Conduct specialized research into mobile app user behaviour: onboarding flows, feature discoverability, in‑app navigation, notification preferences, vehicle‑feature integration, and overall app performance sentiment.
- Evaluate existing and proposed app functionalities to identify pain points, usability issues, and opportunities for experience enhancement.
- Analyse mobile‑specific analytics (app usage metrics, crash reports, session recordings) to inform research questions and validate findings.
- Web Operations (DX) Focus (≈ 50 %)
- Lead research for the client’s website and other digital platforms focused on vehicle configuration, online purchasing, service booking, lead generation, content consumption, and brand engagement.
- Investigate website information architecture, navigation structures, content effectiveness, and conversion funnels to identify friction points and optimisation opportunities.
- Utilise web analytics (Google Analytics, Adobe Analytics, heatmaps) to pinpoint areas for deeper qualitative investigation.
- Analysis, Synthesis & Communication
- Analyse research data from qualitative and quantitative sources to identify patterns, themes, and actionable insights.
- Synthesise findings into concise deliverables such as research reports, personas, journey maps, user flows, and recommendations.
- Present research findings to stakeholders ranging from product managers and designers to marketing teams and C‑suite executives, adapting style and detail appropriately.
- Maintain a central repository of research insights for both teams.
Qualifications
- Extensive Research Experience – 5+ years in UX/CX research or a comparable role, demonstrating proficiency across methodologies.
- Automotive Industry Acumen – Passion and understanding of automotive customers, ownership lifecycle, and digital services.
- Dual‑Platform Expertise – Proven experience with research on both mobile iOS/Android apps and complex web platforms.
- Methodological Versatility – Skilled in usability testing, in‑depth interviews, surveys, A/B tests, contextual inquiry, ethnography.
- Analytical & Data‑Driven – Strong ability to interpret data from analytics platforms and research studies into actionable insights.
- Collaboration & Adaptability – Ability to support two distinct teams with competing priorities.
- Communication & Storytelling – Excellent written and verbal communication, influencing stakeholders at all levels.
- Tool Proficiency – Experience with UserTesting.com, Qualtrics, Optimal Workshop, Google Analytics, Adobe Analytics, Mixpanel, Firebase, Figma.
- Strategic & Proactive – Identify research needs, frame problems, and define opportunities aligning with business objectives.
- Empathy & Customer Advocacy – Deep empathy for customers and drive to advocate for their needs throughout development.
- Agile Environment Experience – Comfortable delivering timely insights within agile development cycles.
What We Can Offer You
Besides working with world‑class brands, we prioritise your career development, empower you to make a difference, encourage authenticity, and respect who you are.
Permanent OnlyWe offer a comprehensive benefits package including discretionary bonus, training opportunities, competitive pension, medical insurance, life assurance, social events, holiday options, family friendly policies, retailer discounts and more.
We thrive on core values: Heart (empathy and trust), Brains (curiosity and collaboration), Courage (bold solutions, experimentation).
Equal Opportunity Statement
WPP (VML Enterprise Solutions) is an equal‑opportunity employer and considers applicants for all positions without discrimination based on 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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