CX Researcher - (App and Web Ops)

About the role

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 among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML's specialist health network, VML Health, is one of the world's largest and most awarded health agencies. VML's global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. About WPP WPP is the trusted growth partner for the world's leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company - powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com . 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 for a strategic researcher who will split their time 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. You will be instrumental in uncovering user needs, behaviors, and motivations, translating them into actionable recommendations that drive product strategy, design decisions, and ultimately, customer satisfaction and loyalty within the automotive ecosystem. You'll be the voice of the customer, directly influencing the evolution of the client's key digital products.

Responsibilities

• Strategic Research Planning & Execution (Across App & Web):
• Develop and execute comprehensive research plans, utilizing a blend of qualitative and quantitative methodologies tailored to specific product and business objectives within both App Ops and Web Ops (DX).
• Design, facilitate, and moderate a variety of research activities, including in-depth interviews, usability testing (on desktop and mobile devices), 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 App Ops and Web Ops (DX) teams.
• App Operations Focus (Approx. 50%):
• Conduct specialized research into mobile app user behavior, covering aspects like onboarding flows, feature discoverability and adoption, in-app navigation, notification preferences, integration with vehicle features, and overall app performance sentiment.
• Evaluate existing and proposed app functionalities to identify pain points, usability issues, and opportunities for experience enhancement within the App Operations lifecycle.
• Analyze mobile-specific analytics data (e.g., app usage metrics, crash reports, session recordings) to inform research questions and validate findings.
• Web Operations (DX) Focus (Approx. 50%):
• Lead research efforts for the client's website and other digital platforms, focusing on user journeys related to 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 optimization opportunities.
• Utilize web analytics data (e.g., Google Analytics, Adobe Analytics, heatmaps) to identify areas requiring deeper qualitative investigation.
• Analysis, Synthesis & Communication:
• Analyze research data from various sources (qualitative feedback, quantitative metrics) to identify patterns, themes, and actionable insights.
• Synthesize complex findings into clear, concise, and compelling deliverables such as research reports, personas, journey maps (detailing cross-channel experiences), user flows, and actionable recommendations.
• Present

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